Southern Federal Credit Union in Houston has hired Shalonda Dawkins to be its new president and CEO.
Dawkins has more than 15 years of management and operations experience in the financial services industry. The $90 million-asset institution said on Tuesday in a statement that Dawkins will help continue its mission to “provide the highest quality, low-cost financial services” to its members.
Dawkins comes to Southern after serving as chief operations officer at the $99 million-asset United Community Credit Union, also based in Houston. At United Community, Dawkins was responsible for all processes, including branch operations, human resources, marketing, card services, staff training and the call center. According to United Community, Dawkins was responsible for the selection, implementation and measurement of all strategic projects.
Prior to that, Dawkins was United Community’s vice president of marketing and business development. She was responsible for managing the credit union’s brand by restructuring the products offered. She was credited with implementing a sales and service culture, and she managed all special events.
“Dawkins is recognized in the industry for her strategic approach to managing operations and executing strategic plans,” Southern FCU said, noting she once received a Diamond Award from the Credit Union National Association for creative marketing.
The executive search was conducted by Credit Union Resources, and the hire was effective Jan. 14.
In its most recent call report, Southern Federal earned roughly $1.2 million for the first nine months of 2018, up about 15 percent from the same period a year earlier.
