28 THE NAFCU JOURNAL March–April 2023 EXECUTIVE SPOTLIGHT Q: What led you to the credit union sector, and to Credit Union West? A: I started in the credit union industry at age 16 through a high school business program. It gave me the opportunity to learn about credit unions and what they represent at an early age. I have been passionate about the credit union movement ever since. I had the opportunity to join Credit Union West shortly after completing my bachelor’s degree. Since then, I have been in love with what our credit union represents to our local community, the impact we make to our members and my ability to be part of its ongoing success. Q: Describe your leadership style. How do you lead an engaged team? A: Servient, collaborative and empathetic would be the top words that come to mind. As a leader, you must ensure that you respect your team, listen and provide consistent and dependable support. It’s important for me to understand others’ viewpoints and feelings, so that I can make the best decision for the organization. Once there is trust, honesty and commitment, engagement naturally follows and then it’s time to get out of their way and let them shine! KAREN ROCH President and CEO of Credit Union West Q: How do you attract and retain dedicated employees? A: Being a top company to work for in Arizona the last 10 years is no easy task. We focus on providing a culture that is highly centered around our employees. Their voices are important, and we encourage all feedback. We do this through all-team monthly connection meetings, annual townhalls, employee rallies and practicing open-door environments at all levels. Diversity, inclusion and belonging are paramount to ensuring that we attract and retain the best talent to help serve our membership. At the end of the day, happy employees make happy members. Q: What is your advice for other credit union leaders striving to provide their members with the best service possible? A: Every decision made should be about how it ultimately impacts your members. Your employees are at the forefront everyday listening to your members and their needs. Listen to them and set business strategies on how to help your members. The only reason we are here is for the members. While innovation and technology continue to rapidly change, we need to consider what parts of those changes are in the best interest of the members and will ultimately impact their financial wellness. Q: Why is community service and philanthropy important to you and Credit Union West? A: Credit unions are part of the local community, and we are here to serve our members. Philanthropy is at the heart of what credit unions are about, “People Helping People”; it’s the reason we exist. Being able to help the communities we serve be more prosperous, connected and improve our local well-being is personally important to me as well. “As a leader, you must ensure that you respect your team, listen and provide consistent and dependable support. It’s important for me to understand others’ viewpoints and feelings, so that I can make the best decision for the organization.”
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