'Do What's Right, Not What's Easy': CU CXO Shares Her Journey to Success

Name: Miranda Gray Cooper

Credit union: Appalachian Community Federal Credit Union ($168 million, Kingsport, Tenn.)

Title: Chief Experience Officer

Age: 48

Number of years at current credit union: Three

Educational background: Bachelor of Science in Communications with a concentration in Public Relations and a minor in Management from East Tennessee State University

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

Cooper: I am responsible for the leadership and management of our five retail branch locations, and serve as primary administrator of the MemberView (MemberXP) program, which measures the touchpoints of every member experience as it occurs, with the goal of taking meaningful actions toward improving the financial and service journey of our members. In addition, I am responsible for overseeing the development, implementation and maintenance of the credit union’s strategic marketing and public relations plans to foster brand and member loyalty. I also collaborate with all departments to deliver extraordinary member experience cohesively and with strategic intent across all channels.

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

Cooper: My credit union career began the summer before my senior year of college when I was hired as a ‘summer help’ teller at a local credit union my father belonged to through his employer. A few years after graduation I had the opportunity to work there again in marketing and business development. Those experiences ingrained in me the important difference in being a member-owner at a credit union versus being a customer at a bank.

CU Times: What unique skills, experience and attributes do you bring to your role?

Cooper: My background in communications and public relations, and my heart for servant leadership. The following quote by 21-year-old student leader me was read at my induction into the ETSU Student Leader Hall of Fame in 1998. It’s still as true to who I am today as it was 26 years ago: ‘I believe leadership is showing respect to others and sometimes having to demand that same respect in return. It’s being able to go to bed at night and feel at peace with the decisions made that day.’

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

Cooper: I credit any successes I have enjoyed in my career journey to my faith and the unwavering support of my family.

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

Cooper: Obviously, the responsibilities, the stakes, and, yes, the pressures are greater. But for me, I have always approached any position I have ever had the same way: Do your best. Do what’s right, not what’s easy. Work hard. Be nice.

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

Cooper: Early on our executive team completed DiSC profiles, a personal assessment tool to help improve teamwork, communication and productivity. As an Si style, I am best characterized as outgoing, enthusiastic, even-tempered and accommodating. Those with an Si style also tend to keep a lower profile during high conflict situations because of a high need for harmony. That’s me! Knowing this about myself has helped me to be more present in tense situations where disagreements arise and to not be hesitant to share my thoughts and opinions.

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

Cooper: Again, as a servant leader. I will never ask someone to do something I wouldn’t be willing to do myself. If someone on my team has a problem, I want them to come to me so we can work through it together. My favorite leadership quote, from Colin Powell, is: ‘The day soldiers stop bringing you their problems is the day you’ve stopped leading them. They have either lost confidence that you can help them or concluded that you do not care. Either case is a failure of leadership.’

I give my team my word that I will do my best to be empathic and understanding, and to keep the lines of communication open. Will we always agree? Probably not. I don’t promise to have all the answers, and there may be times when a conversation ends in frustration on both sides. It may sound simplistic, but the bottom line for me is keeping our focus on serving our members, serving each other and doing the best we can. That’s all I can ask of them, and that’s all they can ask of me.

CU Times: What are some lessons you’ve learned over your career concerning how to communicate well with others? And, do you approach communication differently depending on the generation of the recipient (boomer, Gen X, millennial and Gen Z)?

Cooper: Keep it simple and avoid fancy words and jargon. Never assume understanding.

CU Times: What are some ways in which you achieve work/life balance, set boundaries and/or avoid burnout at work?

Cooper: Mom guilt is real. Could you write an article on how to successfully do all the things and be all the people all at once? I’d love to read it.

Seriously though, I take my PTO, and I encourage my team to do the same. Losing PTO at the end of the year? That’s tragic. Don’t do it. You need to take time away to rest and recharge so you can return to work more motivated and inspired.

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

Cooper: To invest in the next generation of leaders by sharing my knowledge and experiences.

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

Cooper: Sheryl Sandberg said, ‘Leadership is about making others better as a result of your presence and making sure that impact lasts in your absence.’ (If you can’t tell, I love leadership quotes.) I hope one day those who worked for me tell their employees, ‘You know, I once had a boss who believed in me … who inspired me … who taught me this life lesson that I now want to pass on to you.’ To leave that kind of legacy would be a true gift.

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

Cooper: Take more risks and explore more opportunities. Don’t rush it. You have plenty of time. Slow down, breathe and enjoy where life leads you!

I would also tell myself (and some of my journalism friends might agree) that technology is going to change drastically, but you are still going to have your spiral-bound AP Stylebook from college … and you’re still going to use it.

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, the individual must be a part of a credit union’s leadership team or C-suite, and have a compelling story to share about their rise to their current leadership role.