The Transformational COO

Trevor Hyre brings a spirit of change to his COO post.

October 31, 2014


TREVOR HYRE BRINGS A SPIRIT OF CHANGE to his position as chief operations officer (COO) of Pioneer West Virginia Credit Union, Charleston, W.Va. Under his leadership, the credit union has been transformed from an order-taking culture to a high-producing, no-nonsense workforce.

“I didn’t come in following the slow-paced, easy approach,” Hyre explains. “I didn’t want to just take business as it comes in. I wanted to go out and find opportunities.”

Taking advantage of those opportunities led to sharp increases in the credit union’s lending and credit card businesses. Since 2012, Pioneer West Virginia’s outstanding credit card balances have grown from $5.8 million to $10.2 million; other loans outstanding, from about $110.8 million to nearly $136.3 million; and the loan-to-share ratio, from 78% to 88.4%.

“I want to continue to grow the organization,” Hyre says. “We’re the financial institution of choice for the communities that we serve, the premiere employer for financial professionals, and the model for other financial institutions. We developed that mission statement at the first strategy session after I came on board [in December 2010].”

He adds that the credit union is still progressing toward those goals. “We’re not there at this point, but we’re headed in the right direction.”

As a leader in the credit union, Hyre hopes to inspire employees. “I want them to see what I do in my position, so that someday they can aspire to and do my job.”

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Hyre says he enjoys the COO position because his workday is always fluid. “There are employees underneath me and above me, and members to work with on a daily basis. Every day there’s another issue or opportunity. It makes you stay fresh, stay sharp.”

He says he’s passionate about helping credit union members. “My best time of the day is sitting with a member and showing them something that changes their financial life. I like seeing the reaction on people’s faces when they see that something is available to them that they thought wasn’t.”

Similarly, future credit union leaders won’t know the opportunities available to them unless they gain experience in a number of different areas while climbing the career ladder.

“You have to learn as much as you can,” Hyre explains. “If they gain knowledge and experience in other areas, they might find other opportunities that they prefer.”