Alex de la Cruz has joined Sandia Laboratory Federal Credit Union (SLFCU) as an Executive Vice President. As one of two executive vice presidents in the organization, de la Cruz is primarily responsible for its strategy, growth, and organizational development.
“I am confident Alex will help SLFCU advance to the next level and achieve our goal of becoming an economic engine that moves the communities we serve forward,” said Stephanie Sherrodd, SLFCU President and CEO.
De la Cruz is responsible for developing and operationalizing the strategy for the organization. He does this through leading a variety of functions inside SLFCU including technology, digital experience, marketing and communications, human resources, diversity and impact, and data and insights, to name just a few.
“I am excited to partner with such great teams inside our credit union and leverage the talent and experience of diverse functions,” de la Cruz said.
Prior to joining SLFCU, de la Cruz served as a senior executive for some of the fastest growing credit unions in the United States. His expertise and experience ranges from retail banking and marketing and communications to product and project management, security, and technology. De la Cruz began his financial services career in the banking industry, serving as Senior Vice President for Bank of America.
De la Cruz has been honored with platinum and gold awards in marketing and communications as well as Diamond Marketing Awards and Credit Union Rock Stars from the Credit Union National Association (CUNA). He has also won Spectrum Awards from the Northwest Credit Union Association and received the Employer Support of the Guard and Reserve (ESGR) Patriot Award.
In explaining why he decided to join SLFCU, de la Cruz said he admired the reputation of the credit union and its past performance. He was also impressed with the people working for SLFCU as well as the diversity of its membership and the communities it serves.
