CU Retail Operations Leader Believes 'Significant Achievements Come From Taking Risks'

Name: Via De Leon Bennett

Credit union: Workers Credit Union ($2.4 billion, Littleton, Mass.)

Title: Director of Retail Operations, Branch Administration

Age: 39

Number of years at current credit union: Three

Educational background: Degree in Business Administration; Certified Interpreter between Spanish and English

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

Bennett: As the Director of Retail Operations at Workers Credit Union, I oversee the retail operations of 15 branches, facilities and deposit operations. My role involves ensuring operational efficiency, driving member engagement and leading strategic initiatives that align with our credit union’s mission to serve our community. I’m also deeply committed to fostering a strong team culture, making sure our staff are well-supported and motivated to deliver exceptional service to our members.

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

Bennett: I was drawn to the credit union industry because of its member-centric philosophy and the opportunity to make a difference in people’s lives. Unlike traditional banks, credit unions operate with a focus on community and mutual benefit, which resonates deeply with my values. Being able to contribute to the financial well-being of our members and support their goals is incredibly fulfilling.

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

Bennett: I bring a blend of strategic vision and operational expertise, supported by a commitment to member service. My experience in managing diverse teams, driving change and implementing innovative solutions has been crucial in navigating industry challenges. Additionally, my ability to communicate effectively and lead with empathy allows me to connect with both staff and members, creating a positive and inclusive environment.

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

Bennett: The road here has been a tough and arduous one. As a long-time single parent who originally immigrated from the Dominican Republic, it has been a never-ending balancing act navigating my career and my personal life; however, my son has been my biggest cheerleader (and one of my best friends) through it all.

For example, there was a time when I was commuting between our home in Worcester, Mass., and my workplace in Johnson, R.I. (outside of Providence), and there were nights when I didn’t get to be the one to put him to bed. Of course, I felt guilty and knew things needed to change (and they did, in time). But, in the thick of it, I would say things like, ‘Little man, this is tough, but we’re going to make it work.’ He would respond with, ‘Oh, Mom. Don’t worry. We’ll always have time.’ Now he’s a teenager, and our relationship has only grown sweeter. I’ll share how my day went and what I’m going through, and he’ll say things like ‘Mom, it’s going to be OK. You got this. Don’t even second guess yourself.’ I’m blessed to have the best son in the world.

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

Bennett: I would describe my leadership style as innovative and empowering. I believe in leading by example, setting clear expectations and providing the support my team needs to succeed. I value open communication and encourage a culture where everyone feels heard and valued.

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

Bennett: The pandemic has certainly shifted my approach to leadership and operations. Pre-pandemic, the focus was more on in-person interactions and traditional workflows. Now, I’ve embraced a more flexible, digital-forward approach, recognizing the importance of adaptability and resilience in uncertain times. I also place greater emphasis on the mental and emotional well-being of my team.

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

Bennett: There are exciting changes happening at the credit union. We’re exploring new ways to enhance our member engagement. With it, I’m being given increased opportunities to reimagine our customer experience and find ways to blend our digital capabilities with our excellent in-person and human connections.

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

Bennett: As someone who has been a part of the Greater Worcester community for most of my life, I’m hopeful that my work will positively impact the financial health and well-being of the community, and I think Workers is an important part of that story. My goal is that Workers continues to be known as a trusted partner and grows in its impact. I think I can do that by continuing to push the boundaries of incredible service, training the next generation of leaders, and ultimately playing an important role in the credit union’s long-term growth.

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

Bennett: I would tell my younger self to embrace challenges and not be afraid to step out of your comfort zone. Every challenge is an opportunity for growth, and some of the most significant achievements come from taking risks. I would also emphasize the importance of building strong relationships and seeking out mentors who can provide guidance and support along the way.

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.