Simplifying the Complex as First Tech’s SVP of Digital Products

Number of years at current credit union: One

Educational background: Master’s degree in Hispanic Languages and Literature from Boston University; Bachelor of Arts in Political Science and Spanish from Bryn Mawr College in Bryn Mawr, Pa.

CU Times: What are your key responsibilities in your current role?

CU Times: What drew you to the credit union industry?

Prime-MacAdam: What drew me to the credit union industry – and what keeps me here – is the mission. The idea that every decision we make should serve our members first and foremost deeply resonates with me.

CU Times: What unique skills, experience and attributes do you bring to your role?

Prime-MacAdam: My background blends deep expertise in digital experiences and digital transformation with a strong foundation in operations – so I’m able to connect the dots between vision, execution and value for both the organization and our members.

One of my strengths is simplifying complexity – whether it’s turning ambiguous business problems into actionable roadmaps or translating between technology and the business to align stakeholders. I’m also known for being a builder of high-performing teams. I love coaching, and I take pride in creating spaces where people feel empowered, accountable and inspired to do their best work.

Culturally, I bring curiosity and a highly collaborative approach. I believe in the concept of being a multiplier – someone who helps others rise, unlocks cross-functional momentum and ensures that every digital investment drives meaningful, measurable impact for our members and membership.

CU Times: Which person (or people) do you credit the most for helping and supporting you along your career journey?

Prime-MacAdam: I’ve been extremely fortunate to have had many great role models both personally and professionally and have learned something special from all of them at different times over the past 25 years of my career.

CU Times: What’s a challenge you faced when you first joined your executive team, and how did you overcome it?

Prime-MacAdam: When I first joined the executive team, a key challenge was navigating the established dynamics. To navigate this, I focused on listening deeply and building trust. I made it a point to meet one-on-one with each executive peer – not just to introduce myself, but to understand their priorities, pain points and how digital could help them succeed. I also found early opportunities to deliver quick wins that aligned with shared goals – this helped shift perception from ‘digital as a service provider’ to ‘digital as a strategic partner.’

CU Times: How would you describe your current leadership style?

Prime-MacAdam: I believe in setting a clear vision, then giving our talented teams the autonomy and the support to figure out how to get there. My default is to lead with trust and give people the space to bring their strengths forward.

CU Times: What are some lessons you've learned over your career concerning how to communicate well with others?

Prime-MacAdam: One of the most important lessons I’ve learned about communication is that it’s less about speaking and more about listening – truly listening. People respond best when they feel heard and respected, so understanding others’ perspectives, motivations and concerns is key to building trust and alignment.

CU Times: What are some ways in which you achieve work/life balance, set boundaries and/or avoid burnout at work?

Prime-MacAdam: Work-life balance isn’t about perfect equilibrium every day – I'm not sure that's possible – but it is about being intentional over time. For me, it starts with setting clear priorities and boundaries, both for myself and my team. I believe in modeling what sustainable leadership looks like. That means blocking time on my calendar for deep work and for personal time off and encouraging the team to do the same.

I’ve learned to tune into early signs of burnout – not just for myself, but also for the team. Often, burnout stems from misalignment: Unclear goals, lack of recognition or constant urgency. So, I strive to create clarity, celebrate progress and ensure my team feels psychologically safe to speak up when they’re stretched too thin.

I also value coaching and reflection. Having a trusted circle – mentors, peers and team members I can check in with – keeps me grounded and helps me course-correct when needed. Ultimately, I believe a well-balanced leader fosters a well-balanced team. And when we’re at our best, our members benefit too.

CU Times: What big-picture impact do you hope to make within your credit union, as well as for your members and community?

Prime-MacAdam: My goal is to support First Tech's vision to be America's most admired credit union and to enable our members to achieve their dreams. Digital is an increasingly important way in which we will do this, and we have big plans to live up to being the credit union of choice for people in tech.

CU Times: What career advice would you give your younger self?

Prime-MacAdam: Find your voice and trust it!

Would you or someone you know like to share your journey to credit union leadership? Please reach out to Natasha Chilingerian at nchilingerian@cutimes.com. To qualify, the individual must be a part of a credit union's leadership team or C-suite, and have a compelling story to share about their rise to their current leadership role.