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Elevations Credit Union Promotes Veronica Riojas to Chief Retail Officer

Posted by on August 7, 2026

Elevations Credit Union has promoted Veronica Riojas to Chief Retail Officer, where she will lead all retail functions, including branches, the contact center, digital banking, and wealth management. In this role, she will continue to focus on delivering exceptional service and a seamless, high-quality member experience.

“I’m honored to step into this role and continue serving our members, employees, and communities,” said Riojas, who takes pride in leading teams that are passionate about helping members achieve their financial aspirations. “What inspires me most about Elevations is the commitment our teams bring every day to helping people achieve their financial goals. I look forward to building on that foundation as we continue evolving and enhancing the experiences we provide.”

Since joining Elevations in 2022, Riojas has played a key role in Elevations’ best-in-class relationship net promoter scores (rNPS) — 95th percentile among peer institutions. This reflects that members receive exceptional service and frontline engagement.

“Veronica is not only a champion of our members but a fervent advocate of our employees and culture,” said Michael Calcote, President and CEO of Elevations Credit Union. “Her authenticity and genuine care for members and employees alike have been instrumental in cultivating the vibrant culture of the teams she leads.”

Riojas previously served as Senior Vice President of Retail Network and Member Experience, where she focused on strengthening the end-to-end member experience and service delivery model. Through member feedback and data-driven insights, she helped identify opportunities to reduce friction and enhance solutions for members.

Before joining Elevations, Riojas spent 15 years with USAA, where she served as bank omnichannel director. In that role, she led cross-functional teams supporting members through integrated service solutions and helped drive meaningful improvements in member satisfaction by translating member feedback into product and process enhancements.

Riojas holds several professional designations, including Certified Project Manager (CPM), Certified Credit Union Manager (CCM), and Certified Credit Union Financial Counselor (CCUFC). She was also named a CUES® Emerging Leader in 2023.

Posted in Colorado, Leadership, Regional Member News.

Aug12

Advocacy 101: Day 1 (Option 1)

Join GoWest Credit Union Association this August for a free two-part virtual Advocacy Training workshop, where you’ll learn how the impact stories you create at your credit union and Advocacy go hand in hand.
Aug12

Advocacy 101: Day 1 (Option 2)

Join GoWest Credit Union Association this August for a free two-part virtual Advocacy Training workshop, where you’ll learn how the impact stories you create at your credit union and Advocacy go hand in hand.
Aug12

Advocacy 101: Day 1 (Option 3)

Join GoWest Credit Union Association this August for a free two-part virtual Advocacy Training workshop, where you’ll learn how the impact stories you create at your credit union and Advocacy go hand in hand.
Aug13

Advocacy 101: Day 2

Join GoWest Credit Union Association this August for a free two-part virtual Advocacy Training workshop, where you’ll learn how the impact stories you create at your credit union and Advocacy go hand in hand.