Maria J. Martinez

President and Chief Executive Officer – Border Federal Credit Union 

Maria Martinez is the President/CEO of Border Federal Credit Union (Border FCU), a Community Development Financial Institution (CDFI), headquartered in Del Rio, TX, with over $240 million in assets and serving over 27,000 members. Maria has a bachelor's in Business Administration with a major in Accounting and is a proud Credit Union Development Educator (CUDE). Her passion is making positive connections and being of service to others. 

Maria serves as an Associate Director to Velera’s Board, is a founding member and Secretary of the Credit Union Women’s Leadership Alliance (CUWLA), a founding member and the Chairwoman of the National Association of Latino Credit Unions & Professionals (NLCUP), serves on Inclusiv’s Juntos Avanzamos Advisory Committee, is the Chairwoman of CUNA’s Strategic Services (CSS) Board, and serves as the Vice-President on the United Medical Centers Board, along with volunteering on other boards and committees. 

Among the recognitions Maria has received for her professional accomplishments, community contributions and leadership are the induction into America’s Credit Union Museum “Credit Union Women Making History, Herstory” exhibit, recipient of the 2022 Anne Vamper Helping Hands Award,  the 2017 Herb Wegner Memorial Award for Outstanding Individual Achievement, the 2015 Woman of Distinction Award by the Texas Association of Mexican American Chambers of Commerce (TAMACC), the 2016 Cornerstone Credit Union League Professional of the Year Award and other recognitions. 

Throughout her career, Maria has been a champion for the underserved, leading initiatives to provide financial services to low-income, predominately Hispanic communities.  Maria was born in Mexico, grew up in San Antonio, TX, and she is constantly advocating for financial wellness for all within the credit union system. 

Pablo DeFilippi is currently Executive VP at the Inclusiv Network, a CDFI intermediary, nonprofit organization, and national association of over 500 community development credit unions that represents supports and invests in credit unions serving predominantly low-income, financially underserved communities. The Inclusiv Network serves near 19 million consumers and manages over $250 billion in community-controlled assets.

DeFilippi has more than 25 years of experience in community finance and financial inclusion working with regulated financial institutions both in the domestic and international arena. Throughout his career, DeFilippi has implemented, promoted, or scaled up several important initiatives aimed to expanding access to affordable, responsible, and sustainable solutions to the financial needs of low and moderate-income consumers, particularly communities of color.

Originally from Chile, DeFilippi has devoted his career to promoting financial inclusion and the economic revitalization of financially underserved communities, first as CEO of the Lower East Side People’s FCU (LESPFCU) an iconic and nationally recognized community development credit union serving Hispanics and other financially underserved populations in the New York City area, and later managing the World Council of Credit Unions, Inc. (WOCCU)’s International Remittance Program (IRnet), a world- wide initiative to provide alternative remittance services to consumers both in the US and in recipient countries through the credit union system.

Mr. DeFilippi has been the recipient of numerous industry recognitions. Most recently he received the President’s Award from the Asociación de Ejecutivos de Cooperativas de Puerto Rico and the DEI Trailblazer Award from the African American Credit Union Coalition. He was recognized as one of the most influential Latino leaders in the state of Wisconsin.

Mr. DeFilippi speaks regularly at credit union industry events and is a recognized subject matter expert in community development, financial inclusion, and DEI. He’s often interviewed by the credit union trade press and general media and has contributed to several research studies.

Mr. DeFilippi is based in Madison, WI, where he also acts as a liaison with CUNA, CUNA Mutual Group, CUES, Filene, and other credit union organizations. DeFilippi holds a B.A. in Social Studies from Universidad de Chile, as well as a Professional Accounting Certificates from Baruch College and New York University. He has a Master of Business Administration from Pace University and is a graduate of CUNA’s Management School and NCUF’s Social Impact Management Institute. He is also a Credit Union Development Educator (CUDE), class of 2006 and a UK Credit Union Development Educator, class of 2008. He’s pursuing a DE&I Certificate from Cornell University.

Mr. DeFilippi is a founding member of the National Association of Latino Credit Unions and Professionals where he currently acts as Vice Chair. He’s also a founding member of the Credit Union DEI Collective and a founding member of the National Alliance of Latino CDFI Executives. He serves on the Advisory Council at the Lutheran Immigrant and Refugee Service’s New American Community Lending initiative.

DeFilippi is married to Marisol, a respected, committed, and dedicated educator within the Madison Metropolitan School District and has two children: Sarah (21) and Bianca (20).

Below are some of the publications, events, and articles that highlight Mr. DeFilippi’s work and career both in the US and abroad.

• https://www.youtube.com/watch?v=rujp3ExXbD0

• https://www.buzzsprout.com/268738/11167812

• https://mwcua.com/blog/podcast/11-juntos-avanzamos-together-we-advance-with-pablo-defilippi/

• https://www.cutoday.info/site/Fresh-Today/NCUA-DEI-ACCESS-Summit-Coverage-The-Tough-Conversations-How-to-Get-Past-Them-On-DEI-Inside-CUs

• https://qcashfinancial.com/creating-avenues-to-financial-inclusion-for-latino-communities/

• https://filene.swoogo.com/beyond_diversity/speakers

• https://www.cucollaborate.com/blogs/nafcu-inclusiv-ask-ncua-for-help-on-cdfi-certification-backlog

• https://podcasts.apple.com/us/podcast/in-the-movement-podcast/id1541076629

• https://www.marketwatch.com/story/u-s-latinos-total-economic-output-was-2-8-trillion-in-2020-so-why-arent-more-financial-products-meeting-their-needs-11667495593

• https://www.youtube.com/watch?v=5-5rk7TXO2I

• https://madison365.com/wisconsins-46-most-influential-latino-leaders-2022-part-1/

• https://aldia.microjuris.com/2021/06/15/27-cooperativas-locales-reciben-asignacion-millonaria/

• https://aldia.microjuris.com/2020/09/11/celebraran-encuentro-de-cooperativas-osfl-e-instituciones-financieras-de-desarrollo-comunitario/

• https://www.nerdwallet.com/article/banking/what-is-community-development-financial-institution-cdfi

• https://www.thenews.coop/127348/sector/credit-unions/examples-us-credit-unions-can-serve-communities-age-insecurity/

After 13 years with State Employees Credit Union, Winona took the helm of Guadalupe Credit Union (GCU) in Santa Fe, NM, as President/CEO in 1991 when the credit union was $10 million in assets and in conservatorship. The credit union successfully emerged from conservatorship in 1992. The credit union has since grown to $215 million in assets with over 22,000 members. The credit union has earned a reputation in Northern New Mexico as a pioneer in serving low-wealth individuals and as a go-to resource for financial education. GCU received the CDFI designation in 2011 and the Juntos Avanzamos designation in 2015. Winona speaks nationally on the work her credit union does to assist those in most need of help in the communities GCU serves particularly those individuals with an ITIN.

She believes the cooperative spirit of credit unions is a treasure of the credit union movement that must be preserved. Winona and GCU are always willing to share information and resources with other NM credit unions.

Vice-Chair of NLCUP

Board Member for the Credit Union Association, serving as Chair in a prior term.

Prior Chair of the National Credit Union Foundation.

Served on the CUNA Board for 10 years.

Member of the CUNA National Advocacy Fund Steering Committee, National Action Response Program Administrative Council, and CULAC Trustee for New Mexico.

Max Villaronga is the President and Chief Executive Officer of Raiz (pronounced “Rise”) since 2014. Raiz was originated in May of 1936 and has over $1 Billion assets, 10 local branches, and over 72,000 members. Mr. Villaronga has built his experience working in a variety of industries and has worked for such notable organizations as The Home Depot and the United States Marine Corps.

At Raiz, Max has focused on creating a culture focused on a foundation of human dignity where becoming the Employer of Choice is a priority for attracting the best talent. He focuses his team on the fact that Diversity, Inclusion, Equity, Belonging, and Accessibility are both morally important and a strategic advantage. Mr. Villaronga’s actions demonstrate that he surrounds himself with the most valued, energetic, and intelligent leaders and he resources their success. Max believes you can do well by doing good which is the primary focus in Raiz’s vision of individual and community development. The organizational financials and behaviors demonstrate this vision in action with successful community lending, the lowest fees in the market, new products for underserved communities, accessible digital platforms for members, progressive savings products for all Americans, support of hundreds of critical nonprofit causes, the formation of charitable Development Pillars-based nonprofit foundation, and the continued growth for the organization.

Mr. Villaronga is a graduate of Texas A&M University with a Bachelor in Business Administration, the University of Texas at Dallas with a Master of Business Administration in the Global Leadership Program, the Graduate School of Retail Banking at Furman University, and he is a Certified Chief Executive (CCE), and a Development Educator (DE).

Max has been married to Erin, a San Antonio native and fellow Texas A&M graduate, for 24 years. They parent two wonderful children, Sarah (20) and Rachel (16), that excel in school and enjoy reading, art, music, sports and the outdoors. In the community, Mr. Villaronga currently is serves as the Chairman of the Underserved Communities Foundation, Immediate Past Chairman of the El Paso Greater Chamber of Commerce Board of Directors, Secretary of the Board of the National Association of Latino Credit Unions & Professionals, Board of Trustees for the El Paso Symphony Orchestra as Vice President of Financial Development and Chairman-Elect, President of the Tocando Music Program Board, and as Chairman of the CUNA Consumer Financial Protection Bureau Subcommittee.

Ruby Alvarez is the Vice President of Community Development at GECU. She has been with GECU for twenty-seven years, beginning her career with the credit union right out of high school. While with GECU, Ruby graduated from the University of Texas at El Paso (UTEP) with her BBA in 2001 and her MBA in 2006. Her job experience includes positions in Credit Union Operations as a Branch Manager, Lending and Community Development.

Ruby is married with two children, is a lifelong resident of El Paso giving her a profound understanding of the unique needs of the community. She has served on various boards. Nationally, Ruby belongs to the CDFI Texas Network and serves as Treasurer for the National Association of Latino Credit Unions and Professionals. Ruby is a member of the Cornerstone Credit Union Foundation Financial Capability Network and the Cornerstone DE Society Executive Committee.

Ruby is also the current Executive Director for El Paso Affordable Housing and has led the GECU VITA Coalition for seven years. In her role as VITA program lead, Ruby has strengthened several community partnerships with the University of Texas at El Paso, several of El Paso’s largest school districts, acted as spokesperson for the program, and has aided in the support of teaching vital tax skills to the youth in the community while ensuring El Paso’s underserved continue to receive this much needed assistance.

Carlos is the President/CEO of the OAS Staff Federal Credit Union headquartered in Washington, DC and a co-founder and Director of the National Association of Latino Credit Unions & Professionals (NLCUP). Throughout his career, Carlos has worked as a consultant on various credit union development projects throughout the Americas. He has been a guest speaker at several international conferences on financial and credit union development topics.  Received WOCCU’s Silver Award for Credit Union Development in Bolivia in 1995, and the Development Educators’ Outstanding Volunteer Award in 2005. He serves on the Board of Directors of the Credit Union Mortgage Association (CUMA) and CUNA’s World Affairs Committee. He is also a member of the board of advisors of the University of North America. Carlos holds an Executive Masters in Leadership from Georgetown University and an M.B.A. from Marymount University

Larry is a native of El Paso, Texas, and has a BBA and MBA from the University of Texas--El Paso. He has extensive training and experience in Small Business Lending, Mortgage Lending Financial Education, Homeownership programs, and Affordable Home Development

Larry has been active with Credit Unions for thirty-six years in various positions: Chairman, Board Member, CEO or Vice-President.

He is currently serving as Director of Lending and Asset Management for the National Association for Latino Community Asset Builders -NALCAB, a national non-profit CDFI membership organization

Larry worked from 2016-2019 as Vice-President for Community Development and Outreach for Mountain Star Federal Credit Union, a CDFI in El Paso, TX.

Larry was Vice President of Community Development of GECU, a $2.5B CDFI Credit Union until March 2016.

Larry served as President/CEO for 15 years of El Paso Credit Union Affordable Housing---a CDFI Credit Union Service Organization formed by eight credit unions. Concurrently, he was also President/CEO of El Paso Credit Union HOAP Inc.—An affordable housing 501c3 non-profit and HUD Housing Counseling agency until April 2016.

Prior to this he served as President of a mortgage company specializing in the Hispanic, Low-to-Moderate Income, affordable housing, and small business markets from 1994 to 2001.

He has served:

A Special Government Employee of the HUD Office of Housing Counseling serving as a HUD Housing Counseling Federal Advisory Committee member —Mortgage Sector

As a White House Domestic Policy Council community development resource for 2 years, representing the National Association for Latino Community Asset Builders.

On the Board of Texas C-Bar (Community Building with Attorney Resources),

On the Consumer Federation of America’s Hispanic Advisory Committee, where he served as director of the Hispanic America Saves Program,

As a resource to Fannie Mae, the Dept. of Treasury, IRS, HUD, and the National Credit Union Foundation, Texas Dept. of Housing and Community Affairs.

On Fannie Mae’s Community Technology Council.

On Fannie Mae’s Credit Union Advisory Council.

A founding member of NALCAB -serving on the board for 12 years.

On the Boards of Directors of TSWAG Fed. Cr. Union and West Texas Credit Union, a CDFI for 20 years, serving as Chairman for nine years.

HONORS & AWARDS:

U.S. Congress Special Recognition for Community Service, Texas State Senate Recognition for Community Service, US Dept. of Treasury-IRS Community Service Leadership Award, Financial Education Individual Best Practice Award—National Disabilities Institute, Who’s Who in American Colleges and Universities.

Leslie Jenkins is the Associate Executive Vice President of Learning and Organizational Development for the second largest credit union in the United States, headquartered in Raleigh, NC. State Employees’ Credit Union employs more than 7,000 individuals, $53 billion in assets and 2.6 million members. Leslie’s responsibilities include producing staff development programs that support cultural transformation and accelerate strategic initiatives.

Leslie has a bachelor’s degree in Communications from Liberty University, and she holds the Credit Union Development Educator (CUDE) designation. She is also an active member of the African American Credit Union Coalition (AACUC). Prior to joining SECU, Leslie worked in the credit union fin-tech space leading the areas of Lending, Marketing and Strategic Business Growth.

As a new Executive Director of NLCUP, Leslie is excited to bring her passion for education and advocacy of under-represented populations to ensure they are positioned to support the credit union industry now and in the future.

Lydia Lozano began her career at TruStage (formerly CUNA Mutual Group) in 1998 as a support specialist in the wealth management area serving Plan America/MEMBERS Financial Services Program credit unions located in Houston, Corpus Christi, El Paso, and Albuquerque, NM.

In 2003, I accepted a position as Collateral Products Manager serving our CPI credit unions in Texas and New Mexico.

I moved into my current role of Account Executive in 2009 where
I serve as the primary point of contact for all things TruStage to approximately forty credit unions located in Albuquerque, Amarillo, Corpus Christi, Houston, Edinburg, Laredo, and Lubbock.

Career Experiences:

• Twenty-five-year experience working with credit unions

• Licensed in Life, Health, Property & Casualty in New Mexico and Texas

• Credit Union Development Educator, Class of 2018

• Five-time President’s Council Qualifier

  I have been living in Houston, Texas since my family immigrated to the United States in 1980. I am a mom to two adult sons, Dakarri and Taurean, as well as a big sister to Xochitl who joined our family in 2014. Last, but not least, I am also a dog mom to Apollo, an extra special Aussie doodle I adopted during the pandemic. In my free time, I enjoy reading, running, or taking a class at the gym.

  “At the end of the day, I would rather be excluded for who I include, than be included for who I exclude.”

Vanessa Kuduk is an immigrant from Peru who started her career in the credit union movement when she interned as a high school senior with Members Credit Union in 2002. In 2005 she became a full time staff member, found her passion and never looked back. Vanessa has moved up through the ranks to her current position as Vice President of Lending and Hispanic Outreach. She has been instrumental in building, creating and implementing MCU’s Hispanic Services, receiving their Juntos Avanzamos designation, building and running an ITIN program to serve the undocumented community and is a true advocate for her members.

She loves teaching financial education classes and facilitating Financial Reality Fairs. Dance is her other passion and she promotes physical health through organizing Zumba fitness master classes raising funds for financial reality fairs and community organizations like New Covenant House. If you know Vanessa, you will always find her in on the dance floor.

She earned her CUDE designation in 2013, became a CaribCUDE in 2019, earning her ICUDE designation in the same year and mentoring a CUDE class in Madison, WI. She had the honor to be featured as one of the 2015 Credit Union Magazine’s Rock Stars, and elected as a GAC Crasher in 2016. She is a CU Certified Financial Counselor, and graduated CUNA Management School with honors. Vanessa currently serves as a director on the Credit Union League of CT Board and as Vice-President of the board of the Hispanic Advisory Council of Greater Stamford.

Vanessa loves forging relationships with her community and with her credit union peers. She is always ready to answer questions and regardless of her tight schedule she is always willing to share with others her knowledge and best practices. She has been a guest panelist for Inclusiv, NLCUP, CUNA, The Credit Union League of CT and also local organizations that trust her work. She loves traveling especially to credit union events because she loves sharing her passion with other credit union passionate people and her free time is spent with her husband, her parents, and her three daughters Valentina, Elania and Aniela.

Education/Designations/Participation:
• 2009 Associates Degree in Business Administration, NCC
• 2013 CUDE – Madison, WI
• 2015 CU Magazine’s RockStar
• 2016 GAC CRASHER
• 2017 Credit Union League of CT Management School
• 2017 CCUFC
• 2019 ABUL conference with INCLUSIV delegation, Manchester, England • 2019 CaribCUDE - Jamaica
• 2019 ICUDE –WOCCU
• 2019 YCUP- WOCCU
• 2019 CCUE – CUNA Management School, Madison, WI
• 2019 CUDE Mentor – Madison, WI

Current boards serving:
• 2018 – 2020: Vice President
• Hispanic Advisory Council of Greater Stamford
• 2021- 2023 President
• Hispanic Advisory Council of Greater Stamford Board • 2023- Current: Vice President
• Hispanic Advisory Council of Greater Stamford
• 2020- Current: Director
• Credit Union League of CT Board

Kenia Calderon Ceron, is the VP of Bilingual Business Development at GreenState, where she works to expand the credit union’s offerings to our Latino and bilingual communities. As a native of El Salvador, I been a tireless advocate for Latinos and immigrant communities. Her advocacy has garnered substantial local and national media attention. In 2022, she was recognized as a Rising Star by the Credit Union Times. In 2021, she was named a 40 Under 40 professional by the Des Moines Business Record. She promotes the well-being and inclusion of the immigrant community in the Midwest. Kenia is also a graduate student at Drake University and is expected to earn her Master of Business Administration in December 2024.

Carol Rose is the Executive Vice President of Member Service Operations at SchoolsFirst Federal Credit Union, the largest credit union in California and fourth largest in the nation, with more than 1.4 million Members and over $30 billion in assets.

Carol is responsible for the operational management and service delivery of the credit union, in addition to leading over 1,600 team members across multiple operation centers and over 70 branches statewide. She is passionate about team development and creating an engaging culture of coaching and inclusion for her teams, where every teammember can evolve into the best version of themselves.

Carol is an MBA Candidate 2025 at USC’s Marshall School of Business and has a BA in Economics from UC Santa Cruz. She also holds her FINRA Series 7, 24, 66, California Life & Disability Insurance License and is a graduate of Western CUNA Management School. Carol currently serves on the board of Comunidad Latina Federal Credit Union (CLFCU).

Carol resides in Anaheim Hills with her husband Steve and two young boys, Stevie and Sebastian. In her free time, she enjoys spending time with her family and watching her boys play baseball.

As a dedicated advocate for the Latinx community and immigrant rights, Barbara Mojica brings extensive experience in community engagement and financial services. Since February 2024, she has been serving as a Board Member at the North Carolina Immigration Law and Justice Center, where she gets to contribute in the advancement of immigrant rights and ensuring equitable access to justice.

Since August 2022, Barbara has been the Executive Director at NLCUP, where she has led strong initiatives that foster impactful community partnerships and support the Latinx community within the credit union movement. Barbara has been part of the credit union movement for over 7 years now and is committed to ensuring that credit unions understand how to better serve the Latinx community through her advocacy efforts.

Barbara holds a Bachelor of Arts in Sociology from the University of North Carolina at Pembroke and was the Protégé winner for her respective credit union in 2018. Her academic background has equipped her with a deep understanding of social dynamics and the importance of community-centric approaches in financial services.

 Her passion for helping Latinx communities and supporting other Latinx credit union professionals drive her commitment to financial empowerment and social justice.

In her free time, you can find Barbara exercising or getting into her crafting projects. She loves spending time with her nieces and nephews; Shannely, Sharlyn, Nathaniel, Jesus, Sebastian, Beto, Ximena, and Gabby.