Paris Chevalier was named President and CEO of South Bay Credit Union in 2021. A proven leader, brand-builder, and strategist with a strong track record of generating growth and building high-performing teams, Paris previously served as Chief Experience Officer for USE Credit Union in San Diego and Chief Marketing Officer for Xceed Financial Credit Union. A Credit Union Development Educator (CUDE), she’s passionate about credit unions’ “people helping people” ethos and the movement’s member-first philosophy. An inductee to the Rising 100 by the Credit Union Executives Society, in 2011 Paris was named “Tomorrow’s Star” by the California Credit Union Leagues. Among other activities, she currently serves on the Executive Committee of CUNA’s Marketing & Business Development Council, the Board of the CUES Southern California/Nevada Council, the CCUL’s Shapiro Advisory Committee, the Lomita Chamber of Commerce, as well as on the role of Player Agent for her son’s Little League Board.