Southern Federal Credit Union announces selection of new president/CEO

PLANO, TX (January 29, 2019) — Shalonda Dawkins has been named as Southern Federal Credit Union’s new president/CEO effective Monday, Jan. 14, 2019. The executive search was conducted by Credit Union Resources for the $93 million credit union.

Previously the senior vice president, chief operations officer at United Community Credit Union in Houston, Dawkins was responsible for all credit union processes including branch operations, human resources, marketing, card services, staff training, and the call center. Dawkins was also responsible for the selection, implementation, and measurement of all strategic projects.

Prior to her SVP post, Dawkins was the vice president, marketing and business development, at United Community where she strengthened the credit union’s brand by restructuring the products offered and implementing a sales and service culture. Dawkins managed all special events including tradeshows, employee events, and community events.

With more than 15 years of management and operations experience in the financial services industry, Dawkins will help Southern FCU continue its mission to provide the highest quality, low-cost financial services to their members. Dawkins is recognized in the industry for her strategic approach to managing operations and executing strategic plans.

Dawkins received a Master of Business Administration from Texas A&M University in Commerce, Texas. Dawkins also holds a Bachelor of Arts in marketing and a Bachelor of Arts in psychology from Houston Baptist University in Houston. Dawkins was featured in Credit Union Magazine as a Credit Union Rockstar in 2017 and received the Diamond Award from the Credit Union National Association for creative marketing.

Shalonda Dawkins

About Credit Union Resources, Inc.

Credit Union Resources is a service corporation that provides industry-leading solutions and expertise to credit unions across the country. Credit Union Resources is a part of the Cornerstone Credit Union League, a regional trade association representing the interests of credit unions in Arkansas, Oklahoma, and Texas.


Tanya Dittberner
Director of Communications and Media Relations
Cornerstone Credit Union League
800-442-5762, ext. 6626 (toll-free)

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