WEST JORDAN, Utah – For Women's Financial Services Network, Select Member Services and Business Services Senior Vice President Annette Zimmerman, the “comfort zone” is meant to be breached.

“My greatest experiences have been my most difficult and challenging,” said Zimmerman. “It is so easy to say `no I don't want to speak because I'm too busy' when really it's because we're afraid. Stepping out of that comfort zone, taking those challenges are the most rewarding learning experiences and help you develop your personal best self.”

That drive to do more and creating growth opportunities has helped Zimmerman be singled out by Utah Business Magazine as one of its 30 Women to Watch.

For seven consecutive years, Utah Business Magazine has been recognizing 30 women in the state who are exemplary leaders in their businesses and communities. “I've always been awed by the honorees in the Utah Business Magazine's 30 Women to Watch issues. Their stories have inspired me. I feel honored to be one of the 30 Women this year and hope my story will inspire young women,” said Zimmerman.

Her story began some 23 years ago when she first entered the financial services world as a teller at Mountain America Credit Union.

“When I first started right out of high school I had never heard of a credit union and didn't have a clue what they did,” said Zimmerman. “I got the job as a teller and just knew that I was going to retire as one,” she quipped. Her career aspirations soon turned to much higher levels than the teller position.

Zimmerman's first mentor-Doug Cline, who taught her some of the hardest lessons, saw more potential in her.

“He would sit in the back of a meeting and watch my presentations and you know how intimidating that can be,” said Zimmerman. “After the meeting he would tell me `You said uh and okay throughout and I stopped counting after 25 times.' He truly cared about my success and my professional development so he was very hard on me.”

Zimmerman says she took note and gives him a lot of credit for helping her develop as a leader and a manager.

“Along the way I learned from him and all the leaders around me,” said Zimmerman. “As a teller at the main branch I took on all types of responsibilities even reconciling all the branches-again I liked the competition with myself it was my own game I liked to play.”

Within a year, Zimmerman was promoted to corporate operations officer and took her first nerve-racking business trip.

“I was scared to death. I was only 21 and had never flown before. I had never participated in a meeting with an external group before. And, here I was.on my way to LAX to meet with an advisory board that I had never met before,” said Zimmerman. “I'm lucky I've had tremendous growth opportunities to learn whole new functions from the ground up-a win-win for everyone.

Since then Zimmerman has served in various areas of the credit union, including 12 years heading up the IT department.

“My career with the credit union has given me latitude to innovate, work with cross functional teams within the organization and to participate in community groups and causes. This latitude has provided me with opportunities to meet and work with exceptional people to bring about innovative change both within the credit union and the community,” said Zimmerman.

Zimmerman adds that while she's enjoyed all her assignments within Mountain America CU she is really having a blast with her current position heading the Women's Financial Services Network.

Launched last fall and designed to appeal to all women from family/household managers and young adults just graduating from high school or college to entrepreneurs and professionals in the corporate world, WFSN focuses on fostering trusted relationships and ultimately enhancing women's financial education and well-being.

In addition to offering niche products and services, WFSN provides educational seminars and presentations at various women's groups, sponsors local women's events and scholarships to female undergraduates at the University of Utah's David Eccles School of Business.

So far over 800 women subscribe to the WFSN newsletter and Zimmerman says she knows of over 20 women who have opted to join the credit union because they heard about the network. To ensure accurate tracking, members will now be able to check all that apply when responding to the question “how did you hear about the credit union?”

“I think we had eight options to choose from and they had to select just one and SEG was at the top,” said Zimmerman. “I know this network is making a difference in women's lives. I got a fabulous call from a grandmother who cried saying its too late for her to learn now and she is living on social security, but she signed up for the newsletter for the future generations so her daughters and granddaughters don't end up with the same financial situation. That kind of response and appreciation is what it is all about.”

Her advice to young women entering the business world for the first time comes from her own life lessons: *Establish relationships with mentors and role models. *Create a habit of stepping out of your comfort zone. *Take every opportunity to learn something new. *Set goals and create plans for achievement. *Rise to the occasion, even if you don't feel like it, be your personal best self. [email protected]