Launi Skinner thrives on competition. She nurtured that instinct in her hometown of Summerland, where she rode horses in events ranging from show jumping to barrel riding.
That drive has held her in good stead in her role as chief executive officer of First West Credit Union, steering the organization toward the goal of sustainable growth in membership for the third-largest credit union in B.C.
Skinner harnassed her competitive spirit at school, earning a diploma in business administration from Okanagan College. She then became an account supervisor, district manager and merchandise manager for Mohawk Oil and Convenience Stores while completing accreditation as a certified general accountant (CGA).
Skinner soon discovered, though, that her talents were better used as an out-front team leader instead of a behind-the-scenes number-cruncher.
“My initial thought process was ... I was going to do something in accounting and something in business,” said Skinner.
“What I realized was that I had somewhat of a natural talent for leading people and managing performance. What I liked most was leading people to achieve the results that I had just spent the last four years analyzing [in the CGA program].”
After a stint as a regional manager at McGavin Foods Ltd., Skinner would rise in the ranks at Starbucks Coffee Company.
Over time, she would assume a number of senior management roles, and her 15-year run would culminate with the title of president of the organization’s U.S. stores.
“I loved, and am very appreciative of, my career at Starbucks. I was privileged to work with what I think are some of the best leaders in the world, and to work with a brand that had a conscience and a company that really had a soul for what it was trying to do.”
Many executives would be satisfied reaching that level of success with a company as well-established as the coffee giant; Skinner wanted more.
Most importantly, she wanted to feel that she could control her own professional destiny. Describing it as the most difficult decision of her professional career, she concluded it was time to leave Starbucks and find new opportunities.
In August 2008, she became president and chief operating officer of 1-800-GOT-JUNK? After a little more than a year there, differences of opinion over the direction of the company with the founder meant that Skinner once again found herself seeking new pastures. A few months later, her next opportunity would arrive.
Penticton’s Valley First Credit Union merged in January 2010 with Langley-based Envision Financial to form First West; that April, Skinner was appointed to lead the new entity.
With 37 branches and 29 insurance offices located throughout the Lower Mainland, Fraser Valley and elsewhere in B.C., First West is listed as third among credit unions in the province, with approximately 167,000 members and $6.2 billion in assets.
Skinner used her competitive instincts and her broad experience to set what she believed was an achievable target.
“The original goal was 3%, and our team thought that was a very audacious goal. For 2011, we grew our membership over 4% over a historical rate of flat [growth].”
Various customer-appreciation and retention programs were implemented, and Skinner instituted a “can-do” environment, including weekly tracking and measuring.
The new measures highlighted a change in the company’s corporate culture from the way things were done previously.
“We were wonderful to you if you were a member, but we weren’t out there necessarily figuring out how to get new members in and understanding that to be a long-term sustainable organization, you need to grow membership.”
Between her efforts to fulfil her goals at First West and taking care of her two children, 10 and 5, horses haven’t been a part of Skinner’s life in recent years. Before she became a mother, Skinner had been involved in a syndicated partnership that owned a stallion and some brood mares. It’s something she plans on returning to in the next few years.
“I will again one day, that’s for sure” – when she can find the time for it. •
