Katie BaileyMarch is Women’s History Month, a time to honor the contributions of women who have shaped industries, communities and history itself. In the credit union industry, women are making an impact every day: leading with purpose, breaking barriers and strengthening the financial well-being of the people they serve. These leaders bring passion, resilience and a commitment to service that defines the credit union movement. Let’s take a closer look at four women in our footprint who are making a lasting impact.
Teresa Owens – Senior Vice President of AmFirst Credit Union in Birmingham, Alabama
Teresa Owens began her career as a part-time teller while in college, never realizing that role would lead to decades of service in the credit union movement. Over the years, she grew within the industry, taking on leadership roles and developing a passion for the credit union philosophy. This year, she celebrates 32 years with AmFirst Credit Union, a testament to her dedication and love for the industry.
What has kept her engaged for all these years? The people.
“The credit union industry is not just about financial services. It’s about a shared commitment to service and a sense of community,” Owens expressed. “The spirit of ‘People Helping People’ has fueled my passion throughout the years.”
But her journey hasn’t always been easy. Early in her career, Owens struggled with confidence and communication—finding her voice in leadership was a challenge.
“Establishing authority without appearing overbearing often felt like walking a tightrope,” she recalls.
But with time, experience, and strong mentors to guide her, she learned how to balance confidence with approachability.
“One piece of advice from a mentor that has truly stuck with me is to ‘always be approachable,’” she explains. “There is often an expectation in leadership to be distant or overly professional, which can cause you to lose touch with your personal side. For me, being approachable has been essential. I want people to feel comfortable around me and know they can come to me with any issues that arise. This balance of professionalism and personal connection has helped me build trust and create an environment where everyone feels heard and supported.”
Her advice for other women looking to grow in financial services? Build strong networks, seek mentorship and take on challenges even when they feel intimidating.
“Finding a mentor is invaluable—someone who can provide guidance and share their experiences can significantly impact your career,” she said. She also believes that embracing discomfort is necessary for growth. “Don’t shy away from challenges. Lean into them. Those experiences are what shape you.”
Women’s History Month serves as a reminder to Owens of the strong female mentors who shaped her own career.
“I’ve been fortunate to have incredible women in my life who paved the way for the opportunities I’ve had. This month inspires me to do the same for young women just beginning their careers,” she stated.
Shannon Duran – Chief Experience Officer at Gold Coast Federal Credit Union in Palm Springs, Florida
Shannon Duran never expected to build her career in the credit union industry, but from the moment she stepped into this field, she knew she had found her calling. What started as a marketing role right out of college quickly became a lifelong commitment to the cooperative values of credit unions. Now, as the Chief Experience Officer at Gold Coast Federal Credit Union, she is dedicated to ensuring that members feel supported and empowered in their financial lives.
“I know the industry has an inside joke about ‘drinking the credit union Kool-Aid’ and never wanting to leave, but it’s true—110%,” Duran said. “Credit unions aren’t just financial institutions. They are cooperatives designed to serve and uplift members, especially those of modest means.”
Throughout her career, Duran has embraced challenges head-on. She learned early on that leadership requires adaptability, and she has always been willing to take on roles outside of her comfort zone. Whether stepping into new responsibilities or navigating industry changes, she has remained committed to personal and professional growth.
Duran’s resilience extends beyond the workplace. At just 35, she was diagnosed with Stage 3C colon cancer and given only a 30% chance of survival. After intensive chemotherapy, she overcame the disease and has now been cancer-free for 15 years. She credits this experience with reinforcing her determination and perspective on life.
“There were days I wanted to give up, but I chose resilience. I had to. My husband and kids were counting on me, and I was counting on myself,” she stated.
For Duran, Women’s History Month is not just about looking back on progress, it’s about continuing to push forward.
“This month is about recognizing all the amazing women who’ve come before us, who have fought for equality, justice and opportunity. It’s about recognizing how much strength and resilience women must have to navigate the world we live in—both at home and at work. And it’s a reminder to never stop working to make life and the workplace better for future generations of women.”
Heiwote Tadesse, CUDE — Executive Vice President of Member Relations at Associated Credit Union in Peachtree Corners, Georgia
Heiwote Tadesse’s journey to the credit union world started with a leap of faith: at just 17, she moved to the United States from Ethiopia in pursuit of better education and work opportunities.
Though she already spoke English, adjusting to life in a new country was still challenging. Everything from the culture to the food to public transportation was different, but she knew she had to persevere.
“There was no going back to Ethiopia,” she said. “There was no ‘plan B,’ so ‘plan A’ had to work.”
Her first job out of college was as a bank teller, but she couldn’t help but feel that something was missing. She wanted guidance from others about how to advance in her career, but she felt that no one really wanted to help or invest in her.
But that all changed when one of her peers asked whether she’d heard about credit unions.
After searching through job listings in the newspaper, she came across a teller position at Associated Credit Union, and the difference she felt was immediate. Even in her first conversation with Human Resources, she felt more supported than she ever had in her old position, and the rest was history.
Since that day 25 years ago, Tadesse has stayed with Associated Credit Union, working her way up to the executive level as the only woman and only minority among her ranks.
The road to get where she is today, however, was not easy. As a woman of color in the financial space, Tadesse often found herself without many role models who looked like her. With few female mentors in the industry, she began finding some of her own.
“Through networking and LinkedIn, I reached out to women in other male-dominated fields, like IT, engineering, and architecture. We all had similar experiences and were able to support each other.”
One of her defining moments came when she stepped up to lead Asset Recovery during a particularly tough economic period.
“It was during this time that I discovered my true strengths as a leader. I recognized my passion for guiding teams and gained a deeper confidence in my abilities,” she explained. “It was then I knew I was capable of making a positive impact.”
Her advice to women looking to grow in their careers?
“Fight for yourself. Don’t be afraid to speak up,” she said. “You have to know who you are and invent your own brand around it.”
She also emphasizes the need to take calculated risks that will help you grow.
“Take on challenging projects that demonstrate strong leadership and decision-making skills. Take the initiative to volunteer for leadership opportunities within your organization.”
For Tadesse, Women’s History Month is a chance to celebrate how far we’ve come and to keep pushing forward.
“This month is all about stepping up, claiming our leadership roles, and creating networks that lift each other up and motivate emerging leaders,” she explained. “We must ensure the next generations of women have all the opportunities they deserve, and also inspire companies to invest in programs, like scholarships and internships, that empower women to lead and shape the future.”
Janine Williams, CUDE – Vice President of Credit Union Affairs at UVA Community Credit Union in Charlottesville, Virginia
Janine Williams’ introduction to the credit union industry began similarly to Duran’s. With a background in marketing, she was hired by a small credit union to assist with newsletters and membership campaigns. What started as a single project turned into a decades-long career as she became deeply inspired by the spirit of service at the heart of the credit union movement.
“Our credit union’s purpose has always been to strengthen the financial wellness of our members and local communities. That has been my drumbeat,” she expressed. “There is no greater fulfillment than knowing you are making a difference in someone’s life.”
Like many women in leadership, Williams faced moments of self-doubt, but she found strength in her peers and mentors.
“Many women tend to be their own worst critics,” she admitted. “I had to learn to give grace to myself and others, and practice gratitude.” She credits staying connected with fellow leaders, both in and outside of the credit union industry, as key to her success.
As the next generation of young women join the credit union industry, her advice is to keep learning and to stay true to yourself and your values.
“Strengthen your industry knowledge, pursue leadership development opportunities like the Credit Union Development Education (CUDE) program, and take on projects that challenge you,” she said. “It’s okay to not know everything, and being vulnerable demonstrates courage, not weakness. Remember that everyone’s journey will have hiccups, but it’s how we recover, learn, and move forward that sets us apart.”
Williams sees Women’s History Month as a time to reflect on progress while embracing the lessons of those who came before.
“To me, this month is a reminder that leadership styles of yesterday may look different than those of tomorrow, but there is always something to be gleaned,” she shared. “Never stop connecting and learning from those that share your passion, and don’t forget to enjoy the journey!”
Happy Women’s History Month!
These women’s stories are a testament to the resilience, leadership and dedication that shape the credit union industry today. Their journeys show that ‘being a leader’ is not just about personal success but about creating opportunities for those who come next.
By supporting and empowering one another, we ensure that this industry remains a place where leadership is built on purpose, community, and the simple belief that people helping people will always make a difference.
