Jaime Yates

Assistant VP of Community

Development

Service Credit Union

Earlier this year, Jaime Yates stepped into the role of assistant vice president of community development at Service Credit Union. There she leads the company’s community development and financial wellness strategies.

Jaime’s Service Credit Union career began in 2016 as a member services representative. In 2018, she became a community relations specialist, and two years later was promoted to community relations manager.

Jaime is on the board of directors for the seacoast chapter of Veterans Count, serves on the NH Social Responsibility Committee for the Cooperative Credit Union Association (CCUA) and is an advisor for Step Up Parents.

Last year, Jaime received the Woman of the Year award in the large business category at the Portsmouth Chamber Collaborative and NH Women’s League. In 2022, she was named one of the 10 to Watch young professionals on the Seacoast. Jaime was recently chosen to attend the Governmental Affairs Conference in Washington, D.C., and will advocate for credit unions on Capitol Hill.

How did your career start?

I started at Service Credit Union almost nine years ago as a contact center representative. I’m still incredibly thankful that that’s where I started at this credit union and in my career in general, because I was able to get a view of a little bit of pretty much everything across the credit union, as far as member support.

Most recently, I was promoted to assistant vice president of community development. I am involved in more of the strategy of the credit union, acquisition of membership in certain segments, and strategy for financial wellness and literacy as well.

How important is leadership to you?

Leadership is one of the most important things among any team. It’s quite the shift to go from being the boots-on-the-ground, in-the-weeds person all the time to now, there’s a team looking up to you. It’s been a learning curve, a very exciting one. Without solid leadership — that’s going to trickle down from the top to the bottom, and everyone in between — it’s important to be motivational, to have open communication with your staff and just understand that we’re all human. And being human is complicated. Strong leadership is something that I’m still working on to try to become a better leader every day.

What do you admire most about your role?

Our new focus (is) on first-responder communities, both in New Hampshire and in Massachusetts. Firefighters have a way higher risk of a multiple array of cancers, and police have higher risk of heart disease and heart attacks. Unfortunately, pre-screenings are not covered by insurance, and they’re not covered by the state and they’re not inexpensive.

We’re not only supporting firefighters monetarily through events, but we’re also paying for these tests. We have a partnership with Charlie McAvoy from the Boston Bruins for 73 Reasons, which is all about supporting our first responders. That’s what I’ve been most proud of.

Do you have any industry advice for women in your field?

I’ve gone to so many different events. People avoid the front row, especially women. I sit right there in the front; I raise my hand; I make myself known. When someone asks me my name, it’s a firm handshake. You say your full name, eye contact. Be brave, be confident, the whole, “fake it till you make it.”

When people talk about impostor syndrome — you think that you’re faking it, but you’re actually already doing it. I think women need to give themselves more credit and more grace. If I don’t have a seat at any table — any room I walk in — I make myself one. Also finding mentors and people that you look up to, and surrounding yourself with them. Especially as women in these many, many male-dominated rooms, you have to make space for yourself.

Who are some of your mentors and role models?

Renee Plummer is an incredible force of a woman. Maureen Beauregard from Easterseals is an absolute trailblazer. My own vice president right now, who definitely feeds me confidence all the time. To have the support is really something to look up to. And honestly my mom and dad — being so involved in the military world now, I have so much more appreciation for what he did when I was little, but also my mom’s role as a military spouse.

What are your passions outside of work?

I love to bake. I love to cook. I love to garden. But I will say my favorite thing to do throughout my job, and in my personal life, is anything to do with veterans and our military community. And any opportunity that I’ve had to be able to give back to just be there to lend a smile, a handshake, hear them tell their story, anything like that, it completely fills my heart. It’s definitely where my passion is now.