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Credit Union West Appoints Sonya Watkins
as Chief Retail Officer
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Glendale, AZ — Credit Union West has appointed Sonya Watkins as Chief Retail Officer, effective August 10, 2026. A respected credit union executive with more than 30 years of experience, Watkins will help guide the organization's operations while advancing its commitment to employees, members, and the communities it serves.
Watkins has led retail operations, branch administration, member contact centers, workforce planning, leadership development, and organizational transformation throughout her career. While serving as an Associate Member of the Credit Union West Board of Directors, Watkins gained valuable insight into the credit union's mission, culture, and long-term vision.
As Chief Retail Officer, Watkins will oversee Retail, the Member Contact Center, Operations Support, People & Culture, and People Development, bringing these functions together to strengthen collaboration, operational effectiveness, and the overall member experience.
"As Credit Union West continues to grow, we're intentionally building a leadership team that will help shape our future," said Karen Roch, President and Chief Executive Officer of Credit Union West. "Sonya brings a wealth of experience, a passion for developing people, and a collaborative leadership style that aligns with our values. She is the right leader to help us continue to provide on our mission while supporting our employees and members every step of the way."
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Throughout her career, Watkins has successfully led or supported credit unions through change by strengthening operations, investing in employees, and creating environments where both people and performance thrive.
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"I'm honored to join Credit Union West and become part of an organization with such a strong culture and purpose," said Watkins. "Having served as an Associate Member of the Board, I've seen firsthand the dedication of this team and its dedication to making a meaningful difference. I look forward to working alongside our employees to build on that foundation and continue serving our members with excellence."
Watkins' appointment reflects Credit Union West's thoughtful approach to leadership and its focus on delivering lasting value for members today and into the future.
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The Credit Union West tradition had the honor of beginning in 1951 as Luke Federal Credit Union. Originally located on Luke Air Force Base, the organization’s mission was to enhance the lives of military members and their families through being a trusted provider of financial services. Today, Credit Union West embraces the same commitment to the military and now has expanded to include all who live, work or worship in Maricopa, Pima, Pinal, Yavapai, Yuma, Mohave, Coconino, Cochise, Navajo, Apache, and Gila counties. Credit Union West serves nearly 95,000 members with more than $1.4 billion in assets. The credit union’s core principles have guided its decisions, which in turn has ensured integrity and trusted member service. Federally insured by the NCUA. Learn more at www.cuwest.org
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