Meet Our New CEO: James Ledford

When the CoastHills Credit Union Board of Directors set out to choose our next President and CEO, they were looking for a leader who could strengthen our financial position, inspire our team and carry our mission forward. After a nationwide search, they found that leader right here at home.

On August 1, 2025, the Board proudly named James Ledford as President and CEO. James had been serving as Interim CEO for the past year, and during that time, every key financial measure improved. His proven leadership, deep credit union experience and dedication to making a difference in our neighbors’ lives made him the clear choice.

“James has consistently gone above and beyond in his service to CoastHills, our members and our employees,” said Board Chairman Homero Contreras. “His leadership style, experience and dedication make him the ideal choice for President and CEO.”

With his easygoing southern drawl and genuine warmth, James has been part of the CoastHills family since 2015, serving in several leadership roles, most recently as Executive Vice President and Chief Experience Officer, overseeing Lending, Collections and Member Experience.

Though he grew up in the mountains of southeast Kentucky, James has called the Central Coast home for 15 years. His deep ties to the area mean he’s not just leading an organization here – he’s helping shape the future of a community he proudly calls home.

Building on a Strong Foundation

When James stepped into the Interim CEO role in 2024, he rolled up his sleeves and partnered with the executive team to create a three-year plan focused on culture, finance and service – a plan built on people first.

“From the moment I was given the opportunity to lead, I made it a priority to put culture at the heart of everything we do. What makes CoastHills truly special is our incredible team and our loyal members.”

Leadership with Heart and Community Focus

For James, CoastHills isn’t just about banking, it’s about lifting up our communities. He’s especially passionate about financial literacy and sees a huge opportunity to make a real difference for the youth and underserved neighbors right here on the Central Coast.

Leadership, to James, means collaboration and empowerment. He emphasizes having confidence in the leaders at CoastHills while maintaining what he calls the “Ronald Reagan method”: trust but verify. This balanced, down-to-earth approach helps foster respect and strong teamwork. True to his Kentucky roots, James keeps the mood light with a sprinkle of southern sayings, which often leaves his team smiling – and teasing him about his colorful phrases.

Life Beyond the Office

Outside the office, James heads home to his favorite place – the kitchen or the grill with his wife, Melinda. Cooking together, especially firing up what he fondly calls “good hillbilly stuff,” is their way of sharing quality time and stories. On weekends, you’ll likely find them enjoying all the Central Coast has to offer, from scenic hikes along local trails to brunch outings and relaxing visits to their favorite spot, Avila Beach.

One moment that truly stands out for James happened during his time as interim CEO. After being away from the office for a short period, he returned to an employee breakfast – a special gathering where he had the chance to speak directly to the team. As he stepped up to the microphone, he was met with an unexpected and heartfelt standing ovation from the employees.

“That day was extremely uplifting,” James recalls. “It was a powerful reminder of the culture we have here – a culture that truly cares. Our employees support one another through challenges and celebrate each other’s successes. That moment really showed me the strength and heart of the CoastHills family, and it’s something I won’t ever forget.”

Experience You Can Trust

Before joining CoastHills, James spent more than 25 years honing his leadership skills in financial services, including key roles at JPMorgan Chase. He’s also a proud U.S. Army Veteran and earned an MBA from Western Governors University. It’s this blend of service, expertise and heart that makes him the right person to guide CoastHills into the future.

A Shared Spirit of “Making a Difference in Our Neighbors’ Lives”

Growing up in Kentucky, James was raised with a simple but powerful truth: neighbors help neighbors. That same spirit has been at the heart of CoastHills’ vision for years, and it deeply resonates with James.

“Last year, we donated over $400,000 to our communities. We do that because we’re member-owned, and what our members bring to us inspires us to give back even more. We love what we do, so send your friends and family to join the movement.”

Getting to Know James: Q&A

What inspired you to join the military?
A few reasons, really. Four of my uncles served in Vietnam – we lost one – so the military was always part of our family’s story. Then the Gulf War in the early ’90s brought a surge of patriotism, and being newly married, I wanted to give my new family a stable life.

What was your first duty station?
Basic Training was at Ft. Jackson, South Carolina, and my first duty station was Ft. Campbell, Kentucky.

How has your military service shaped your personal and professional growth?
Serving in the Army was life-changing. It gave me a strong sense of purpose and the maturity that still guides me today.

How did your early experience at McDonald’s shape your career path?
Looking back, my McDonald’s path is pretty funny. After the Army, I started college and picked up a 5–9 a.m. shift, since getting up early wasn’t an issue from the Army days, it felt like a natural fit. Two weeks in, I was the opening supervisor. A month later, shift manager. It was more about dependability than skill, and that training eventually led me into a bank manager program a few years later.

Are there any skills or important lessons you learned from McDonald’s then that you still use now?
Efficiency and resource management. At McDonald’s, staffing was always matched to sales, and I learned quickly how inefficiency can hit the bottom line – a lesson that’s stuck with me ever since.

If you hadn’t gone into banking, is there another career path you would have pursued?
I originally majored in education because I wanted to be a teacher and coach baseball or football.

What’s your favorite dish to cook with Melinda?
Great question, and it deserves a long answer. Melinda is a fantastic ‘country’ cook, and I’m usually just her assistant in the kitchen. Around the credit union, her Biscuits and Gravy are the real showstopper. My job? Stirring the roux while she adds the milk.

The recipe is pretty simple. She makes hers in a cast iron skillet using sausage grease, so step one is frying some sausage patties. Then, using that grease, she adds salt, pepper and White Lily all-purpose flour. Apparently, White Lily flour is the key.

You brown the roux until it’s nice and dark, then slowly add milk while stirring (my job). After a few minutes, it starts to thicken. Finally, add the sausage crumbles and salt and pepper to taste. If you’re wondering about exact amounts, Melinda says she just goes by look and feel.

What’s your proudest “dad” moment?
While it’s not tied to one specific moment, I’m incredibly proud that both of my children have such big hearts. They’re always willing to go out of their way to help anyone in need, and seeing their generosity and willingness to sacrifice for others fills Melinda and me with pride.

Do you have a favorite family tradition?
Thanksgiving is our big celebration. Friends and family come from near and far to gather, each bringing their own specialty dish. The result is amazing food paired with even better company.

How long have you been playing the drums and what’s your favorite song to play?
I’ve been playing the drums for almost 40 years. My favorite genre is rock ’n’ roll, and the song I love to play most is “Freebird” by Lynyrd Skynyrd.

Do you have a go-to playlist or song that gets you ready to jump into your day?
I’m a classic rock guy and love rock and roll. I usually start my mornings listening to the Classic Rewind channel on Sirius XM – that’s my go-to playlist.