ASI Federal Credit Union’s stable growth creates promotions

Sally Hoffstadt promoted to Senior Vice President of Operations and Marketing , Kristen DeDual promoted to VP of Lending

HARAHAN, LA (June 28, 2018) — Mid-year promotions and staff additions are happening as ASI Federal Credit Union (ASI FCU) recognizes five (5) employees who have shown undeniable dedication in delivering exceptional service to ASI members. Sonya Jarvis, President & CEO of ASI FCU states, “Attracting and cultivating top talent is key to our success. It gives me immense pleasure to share the exciting new roles of these key positions and their dedication as our corporation expands.”

Sally Hoffstadt – Senior Vice President of Operations and Marketing

Sally joined ASI in 2012, she has served as Vice President of Marketing for the past 6 years. She is a professional in marketing for financial institutions and has a career with over 17 years in Finance and over 10 in Sales, Member Service, and Employee Training. During her tenure with ASI she has undertaken different tasks in different areas of ASI’s organization. Her experience in Member Service and Sales make her the ideal candidate to oversee Operations and Marketing. In her new position Sally, who is a Certified Strategic Marketing Executive, will help develop future strategic plans for ASI FCU.

Kristen DeDual – Vice President of Lending

Prior to being named VP of Lending, Kristen served as the Director of Consumer Lending with ASI since 2014, VP of Lending for Shell Federal Credit Union for 4 years prior and Director of Lending at GNO FCU for over 7 years. In her long career Kristen has served as a member of the CUNA Lending Council. Since her return to ASI in 2014, Kristen has led year over year increases in consumer loan origination, has led increases in consumer loan WAIR, led increases in consumer loan net yields, architected a holiday lending program that produced over $4MM in new high yielding loans and over 150% ROI for the campaign. She has also created a Fresh Start Program to offer members with no to low credit scores opportunities to build and re-establish credit through alternative lending products as well as decreased delinquency while overseeing the Collections department.

Annie Kolbus – Director of Retail Banking

Annie joined ASI in 2001 as a teller and quickly rose through the ranks to become a Branch Manager and then a Regional Branch Manager. In the past year, Annie’s hard work and dedication have enabled the credit union to begin the transformation of our member experience. She was instrumental in the design and opening of our Mid-City branch as well as helping to develop the new member service model now being expanded to our Westwego, LA branch. In her new role, Annie will oversee all retail branch activity, including the Telephone Service Operator department and will assist in the evolution of our member experience.

Sherill Woods – Area Retail Manager

Sherrill joined ASI in 2006 and has worked at our Avondale, Downtown, Harvey, Uptown and Westwego branches. She joined the Harahan branch in 2011 and has proven to be an excellent leader and branch manager for ASI. In her new role, Sherrill will continue to work as the Branch Manager for the Harahan branch and will take on the added responsibility of the Area Retail Manager and supporting the Westwego, Lapalco, Algiers, Uptown, New Orleans Healing Center, and Mid-City branches.

Leigh Ann O’Keefe – Area Retail Manager

Leigh Ann joined ASI in 2014 and came to us with many years of banking experience. Since we began our member service surveys in August 2017, the Covington branch has proven that they understand our service expectations and has been in the Top 5 for Net Promotor Score every month, with two of those months being the Top Branch. This is a reflection of Leigh Ann’s management and her commitment to service. In her new role, Leigh Ann will continue to work as the Branch Manager for the Covington branch and will take on the added responsibility of the Area Retail Manager and supporting the Mandeville, Slidell and Thibodaux branches.

Sally Hoffstadt

About ASI Federal Credit Union

ASI Federal Credit Union (ASI) was chartered in 1961 to serve working class members in Southeast Louisiana. For more 50 years, ASI has lived the mission of being financial advocates for our members and the communities we serve.Today, ASI has more than $300M in assets, more than 55,000 members, and offers 11 branch locations in four parishes. For more information about ASI, please visit


Candace Washington
Marketing Manager
504.733.1733 ext. 79211

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