Age: 40
 
Number of years at current credit union: One
 
Educational background: Chartered Financial Analyst (CFA); MBA in Finance from Chapman University in Orange, Calif.; BA in Accounting from California State University, Fullerton
 
CU Times: What are your key responsibilities in your current role?

Cruz: I got my first taste of the credit union industry in a prior life as a regulator for the NCUA. In all my conversations with the leaders of credit unions across the country, one thing resonated with me: The member-centric culture. I was fortunate enough to see a variety of products made for specific memberships and their needs. I would hear stories of how credit unions would change peoples’ lives through their financial products or programs. I wanted to use my skills to change peoples’ lives for the better, and the credit union industry was the perfect fit.
 
CU Times: What unique skills, experience and attributes do you bring to your role?

Cruz: As a finance professional, I believe my ability to connect to our mission is a unique skill. For the Chief Financial Officer role, it is very easy to remain solely focused on the numbers. I definitely still focus on the numbers, but I am also very focused on ensuring the financial infrastructure of my credit union is set up to sustain our mission of making prosperity a reality for our members through pricing, products or other innovative avenues for our members’ benefit.
 
CU Times: Which person (or people) do you credit the most for helping and supporting you along your career journey?

Cruz: That’s a tough question! I’d say my work ethic comes from my parents who taught me the value of hard work. Along my career journey, I’ve been fortunate to have many mentors and leaders to learn from. One quote does stick out from an old college professor from a business statistics class: “To achieve your goals, you must suffer.” I’ve carried that mantra throughout my career.
 
CU Times: What are some of the biggest differences between working in your current executive level role and your previous, non-executive roles?

Cruz: Taking positions. Our CEO, Richard Romero, likes to say, “We have to predict and react.” In other words, it is not enough to just do the research. We must also take a position based on our research and react at this level. And the position you take could be the wrong one. But, you have to be comfortable with making high impact decisions and the uncertain results that come from those.
 
CU Times: What’s a challenge you faced when you first joined your executive team, and how did you overcome it?

Cruz: Joining any executive team as a new team member is both exciting and nerve-wracking. A great team starts with trust between teammates. We’ve built a high level of trust here and take our obligation to dissent very seriously.
 
CU Times: How would you describe your current leadership style?

Cruz: I am a big believer in creativity. Creativity is an interesting thing because, to flourish, creativity needs plenty of room but also a set of rules. I like empowering my team to be creative and to maximize our impact within the bounds of our current capabilities. To be creative, you also need to have the freedom to fail. I encourage my team to try things, learn fast and move on.
 
CU Times: What are some lessons you've learned over your career concerning how to communicate well with others? 

Cruz: I’ve found that having a sense of urgency, whether it’s for communication or execution on projects, has helped me obtain success in my career. I heard a great leader once say, “Do it now.” He was alluding to the value of having a sense of urgency, which is a skill that must be constantly practiced and developed. Use it or lose it. Some people have it naturally and others must work at it; either way, having a sense of urgency will contribute to your success, both personally and professionally.

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

Cruz: Physical activity is key for me to de-stress and recenter myself. I like to golf, so I’ll sometimes take time off to go golf and walk the course. Hitting the gym is important to clear my mind. On top of that, I like to make sure I am spending time with my wife on dates or golfing (she also plays golf). I also keep an eye out for burnout indicators. If I am starting to forget things, that’s my indicator that I need to take a day to reset. I’d advise anyone to get to know what their burnout indicators are and start paying attention.
 
CU Times: What’s next for you on your executive career journey? Do you have any specific career goals you’re working toward?

Cruz: There is still plenty to achieve here at Seattle Credit Union. My next career goals are focused on ensuring we are financially healthy, and that the products we develop are tailored for the good of our membership and not the bottom line.
 
CU Times: What big-picture impact do you hope to make within your credit union, as well as for your members and community? 

Cruz: The Seattle community is very vibrant and diverse. I am looking forward to strengthening our financial health and making sure our members’ lives are better off with us as their financial partner.
 
CU Times: What career advice would you give your younger self?

Cruz: Take more risks!

Would you or someone you know like to share your journey to credit union leadership? Please reach out to Natasha Chilingerian at [email protected]. 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.