My Journey to Credit Union Leadership: Danielle Green of Credit Union West

 

Name: Danielle Green

Credit Union: Credit Union West ($1.1 billion, Glendale, Ariz.)

Title: Vice President, Retail Delivery

Age: 51

Number of years at current credit union: 21

Educational background: High school, some college and training through the Executive Leadership Institute. I am a lifelong learner dedicated to personal growth.  

CU Times: What are your key responsibilities in your current role?

Green: In my role as the vice president of retail delivery, I assume a leadership position overseeing branch operations, the member contact center, digital delivery channels and the operations support department. Beyond strategic planning and execution, my efforts are dedicated to propelling service, sales and delivery channels to enhance the quality of life of our members, employees and the communities we serve. I prioritize the development of my team, providing them the resources and support they need to succeed and live a life of enrichment.

CU Times: What drew you to the credit union industry?

Green: I grew up in a military family, which held strong values of service and community. Credit union values of service, empathy and high ethical standards mirror my personal values. I started my financial career in 1991 at a bank, and after entering the credit union space, like others, I would not ever turn back. I love that credit unions are deeply member-centric with a strong emphasis on serving the members’ best interest.

CU Times: What unique skills, experience and attributes do you bring to the executive team?

Green: I started out as a part-time teller in banking and held roles in branches for more than two decades prior to senior management advancement. My altruism is deeply rooted in my years of experience on the front lines helping people in both joyful and dark moments in their lives. Although I’m member centric, I love and use data and analytics to make informed decisions, track metrics and identify areas of opportunities. I embrace technology and am looking forward to even more digital options to meet our members’ evolving expectations for convenience and security in the digital age.

My progression beyond frontline operations occurred during the period when my late husband, Vince, was battling cancer, ultimately passing away that same year. Embracing significant responsibilities and being entrusted with them during his courageous fight against cancer, while simultaneously offering unending love and support, has forged in me a newfound strength and an elevated sense of empathy and compassion. This serves me in every facet of my life, including in my role as a vice president.

CU Times: Which person (or people) do you credit the most for helping and supporting you along your career journey?

Green: In 2021, Debbie Winter, my predecessor, retired from her position. I held the role of branch manager and found immense satisfaction in my work; in fact, I was not contemplating any form of advancement, especially with my late husband’s cancer diagnosis. During a lunch meeting in 2015, she inspired me to consider applying for the next tier of responsibility, then known as the senior manager of branches. I consider myself fortunate to have spent six years under her guidance, where I absorbed the values of patience and self-reflection as a leader. Now, I aspire to motivate others to step beyond their comfort zones, surpass their career expectations and reach for their loftiest professional goals.

CU Times: What are some of the biggest differences between working in your current executive level role and your previous, non-executive roles?

Green: One of the most significant distinctions lies in moving beyond the routine operations and concentrating on advancing ambitious visions for our members, employees and community. I frequently reflect, asking, “Did I do this in my prior position?” If the response is affirmative, I pivot toward empowering others, thereby cultivating other leaders. Releasing hold on certain tasks that once brought enjoyment and paved the way to this role is challenging. However, by taking a step back, the broader perspective becomes evident, enabling a dedicated focus on strategic initiatives.

CU Times: What’s a challenge you faced when you first joined your executive team, and how did you overcome it?

Green: Being an individual lacking a college degree, I sometimes experience imposter syndrome. This tendency has resulted in a reluctance to express dissenting views. I reflect on how I could have displayed more bravery during my initial year as a vice president. Although feelings of self-doubt can arise unexpectedly, I have found that countering these negative thoughts with evidence of my accomplishments proves to be a particularly effective strategy.

CU Times: How would you describe your current leadership style?

Green: My leadership style is to consistently speak to, live and coach the mission and core values of Credit Union West. I coach our leaders to overcome challenges and drive performance outcomes. My approach is marked by humility, empathy and a genuine desire to support and uplift those I lead.

CU Times: Do you approach your job any differently now compared to how you did pre-pandemic? If yes, how so?

Green: Undoubtedly, the pandemic played a pivotal role in reshaping perspectives for numerous entities, propelling credit unions that had been cautiously exploring digital avenues to wholeheartedly adopt digital delivery. Initially devoid of full-time teleworkers, our current landscape boasts a significant number of such teleworkers, ranging from full-time to hybrid arrangements and even spanning state borders. Given my oversight of our contact center, I eagerly anticipate the ongoing digital evolution that the pandemic not only necessitated but also empowered us to enthusiastically embrace.

CU Times: What’s next for you on your executive career journey? Do you have any specific career goals you’re working toward?

Green: I plan to help enhance and expand digital delivery platforms, enabling our members to access services around the clock, just as they would within our physical branches.

While I’m not actively pursuing further advancement currently, my primary focus lies in creating a significant impact within my current role and within the lives of my direct reports and their teams. My goal is to foster a positive and productive work environment, driving growth and development among my team members.

CU Times: What big-picture impact do you hope to make within your credit union, as well as for your members and community?

Green: My aspiration is to establish a mobile branch unit that caters to businesses and individuals, including the underserved within our charter. There’s significant work to be done in the CDFI sector to guarantee our community’s well-being, and I envision our credit union evolving into a genuinely inclusive and multilingual institution. By doing so, we can serve as a source of inspiration for people to achieve their dreams.

CU Times: What career advice would you give your younger self?

Green: Prioritize responsiveness over reactivity. One of the most valuable investments you can make in your professional journey is to dedicate yourself to a continuous practice of emotional intelligence. Regard feedback as a precious gift, and once you’re able to engage in introspection and offer yourself that valuable insight, your connections will become more profound and meaningful.

Would you or someone you know like to share your journey to credit union leadership? Please reach out to Natasha Chilingerian at nchilingerian@cutimes.com. To qualify, you must have been placed or promoted into a new senior-level leadership role within the last three years at a credit union.