Southland News
Southland Credit Union names Deena Otto as incoming President/Chief Executive Officer
Deena Otto
Southland Credit Union’s Board of Directors is pleased to announce the appointment of Deena Otto as the credit union’s next President/Chief Executive Officer effective December 8, 2025. Otto succeeds Tom Lent, who will serve as CEO Emeritus until his official retirement on January 2, 2026.
Otto previously served as Senior Vice President and Chief Operating Officer at Stanford Federal Credit Union, a $4.3 billion institution headquartered in Palo Alto, California. In this role, she oversaw retail banking, contact center operations, marketing and business development, driving both Member growth and operational transformation.
“Deena brings a proven track record of strategic leadership, innovation and deep commitment to Member experience,” said Thomas Willingham, Board Chair, Southland Credit Union. “Her energy, vision and operational expertise make her uniquely suited to guide Southland into its next chapter of growth. The Board is confident she will build upon Southland’s strong foundation while advancing our mission to serve our Members with innovative financial solutions and exceptional service.”
Otto’s career spans more than two decades in brand development, marketing and financial services leadership. She began her career at Nike, where she developed a passion for brand storytelling and innovation before transitioning to credit unions. At Credit Union of Southern California, she led SEG-based growth strategies and community outreach as Assistant Vice President of Marketing and Business Development.
Otto later joined Wescom Credit Union, where she spent 15 years in senior leadership roles, including Senior Vice President of Administration and Senior Vice President of Payments and Digital Channels. During her tenure, Wescom grew from $3 billion to $5 billion in assets, expanded to 220,000 Members and launched significant digital initiatives. Otto’s leadership was integral to the credit union’s partnership with UCLA, which evolved into a flagship on-campus branch and brand collaboration.
Since joining Stanford Federal Credit Union in 2021, Otto has led multiple strategic initiatives that have enhanced Member experience and operational performance. Her accomplishments include launching Member-initiated services in digital banking, implementing AI-driven self-service platforms and redesigning community outreach programs and corporate partnerships. Her leadership has driven membership growth and strengthened the organization’s Member experience initiatives.
“I am honored to join Southland Credit Union and build upon the remarkable legacy of Member service and community impact,” said Deena Otto, incoming President/CEO. “Southland’s dedication to its Members, associates and communities is truly inspiring. I am passionate about the credit union movement and its Member-first philosophy. I look forward to collaborating with the Board, leadership team and staff to shape a future that continues to put Members first while focusing on bringing greater value to Southland Members through innovation and Member experience.”
In addition to her strong professional skills and background, Otto holds a Master’s in Business Administration (MBA) from Washington State University, Carson College of Business.
Outgoing CEO Tom Lent, who has served Southland Credit Union for 18 years, expressed confidence in his successor. “It has been a privilege to lead Southland through years of transformation and service expansion,” said Lent. “Deena’s leadership style, strategic insight and deep understanding of credit union values will serve our Members exceptionally well. I’m confident she will continue to strengthen the organization’s position and impact for years to come.”
Southland engaged executive search firm McDermott + Bull to lead the CEO search and placement process.