Vice President/Chief Retail Officer

The Vice President/Chief Retail Officer (CRO) role is responsible for overseeing and driving the success of our retail banking division, ensuring a seamless omni channel member experience between physical branch operations, lending and wealth partners, and contact center services.   In partnership with UFCU lending departments, the CRO will develop and implement sales and lending strategies for Consumer, Auto, and Mortgage lending.  The CRO is responsible for the delivery of exceptional member services, performance, market expansion, increasing access, and the growth of small business banking. 

This position reports directly to the Executive Vice President of Member Experience and serves as a member of the UFCU Executive Team.  This position also directly supervises the Director of Retail Delivery, Director of Member Services, and Director of Wealth Management. 

About UFCU

Founded in 1936, UFCU has grown to serve Members across Texas and beyond.  At UFCU, we are more than just a financial institution, and our people are more than just employees. We are dedicated to our purpose of empowering our Members to achieve financial success and build brighter futures.

In pursuit of our aspiration that UFCU is loved by millions of Members and built to thrive for generations, we are guided by our values:

Purposefully Member-Obsessed

We are driven by a profound sense of empathy to deeply understand our Members’ needs and preferences, what brighter futures means to them, and the obstacles in their way. We act in our Members’ best interests, forever seeking to empower their financial success.

Possibilities Reimagined

We are inspired to courageously experiment, learn, and iterate in pursuit of positive impact for our Members, UFCU, and coworkers. We challenge assumptions, embrace diverse perspectives, and make use of data and insights.

Performance Excellence Rooted in Unwavering Integrity

We do the right thing, always. We champion teamwork, accountability, continuous improvement, and celebrate successful outcomes of others, fostering an inclusive environment of excellence and collaboration.

Essential Functions

• Lead the execution of the long-term strategic direction of Credit Union’s retail branch network. Develop forward-thinking sales strategies aligned with the overall goals. Identify and provide strategic direction to respond to growth opportunities, market trends, and emerging member needs. Foster innovation in sales processes and member engagement. 

• Reshape our future through innovative thinking. Identify, recommend and implement process improvements and sales techniques to drive revenue, enhance the member and employee experience, and obtain corporate objectives. Work closely with business partners to define and implement strategies for solutions. 

• Continually modernize retail operations to empower our front-line teams with effective technologies, data, and products in line with our overall digital strategies to be a leader in sales and service level to our members 

• Collaborate with senior leadership to shape the overall growth strategy. Strategize and suggest solutions to drive market expansion, product diversification, member acquisition and employee engagement. Act as a champion of growth initiatives, pioneering new opportunities for the retail network. 

• Responsible for branch expansion plans including market studies, site selection, staffing, contractor management, etc. 

• Develop reporting to inspect execution of sales strategy and to drive performance improvement. Implement and lead real time and trend-based coaching to develop skills and enhance consistent execution of sales process. 

• Partner with Business Development to support member engagement within the communities that UFCU serves. 

• Partner closely with AVP, Retail and Lending Experience/Member Experience team to ensure branches operate in a sound control environment. Collaborate to ensure team is highly engaged and delivers superior member experience. 

• Drive and lead initiatives to ensure the retail division team understands and can articulate the benefits of UFCU’s product offerings to members. This includes deposit, lending, investment and ancillary products distributed through the retail line of business.  

• Lead and coach Regional and Branch Management to achieve sales, service and employee experience excellence. Cultivates a culture within the branch network that emphasizes teamwork, accountability, and member-centric solutions. Set performance targets for branches, monitor progress, and continuously provide guidance and performance management measures to ensure goals are met. 

• Serve as talent champion by actively mentoring and developing a leadership team that effectively leads their teams through change and equips them to deliver member experience through motivated, engaged team members. 

• Develop and manage retail operations budget with continued focus on efficient use of systems and resources. 

Other 

• Adhere to all company policies, procedures, and business ethics codes 

• Complete required regulatory training as assigned. 

• Maintain strict adherence and compliance to all laws, rules, regulations, and internal controls specific to your role, including the Bank Secrecy Act, Anti-Money Laundering, USA Patriot Act, OFAC, and Fair Lending regulations. 

Knowledge/Skills/Abilities

• • Ability to navigate the nuances of a large organization with multiple stakeholders and priorities. 
  • Team player who operates well in a dynamic, all-hands-on-deck environment. 
  • Well organized, with the ability to manage multiple tasks on tight deadlines with great attention to detail. 
  • Strong problem-solving, priority-setting, and decision-making skills. 
  • Strong commitment to UFCU's vision and role in the community. 
  • Positive, resourceful, and flexible. 
  • Ability to work effectively with individuals from diverse communities and cultures. 
  • Outstanding written, verbal, interpersonal, and active listening communication skills and relationship-building abilities. 
  • Strong idea generator, ability to think creatively and innovatively. 
  • Excellent financial management skills and system analysis and evaluation skills. 

Competencies

• Driving Member Obsession  

  Ensuring the internal or external customer’s perspective is a driving force behind strategic priorities, business decisions, organizational processes, and individual activities; crafting and implementing service practices that meet customers’ and own organization’s needs; promoting and operationalizing customer service as a value. 

  • Sets the standard for a compelling member experience, ensuring members are the #1 driving force behind the organization's direction, strategy, and decision-making. 
  • Builds a culture that values members and keeps their needs at the heart of all decisions. 

   

  Driving Innovation  

  Driving organizational and cultural changes needed to achieve strategic objectives; catalyzing new approaches to improve results by transforming organizational culture, systems, or products/services; helping others overcome resistance to change. 

  • Sets the standard for driving organizational and cultural changes needed to achieve strategic objectives. 
  • Builds a culture that inspires people to challenge assumptions, embrace diverse perspectives, and make use of data and insights in generating novel solutions. 

   

  Driving Performance Excellence  

  Translating strategic priorities into operational reality; aligning communication, accountabilities, resource capabilities, internal processes, and ongoing measurement systems to ensure that strategic priorities yield measurable and sustainable results. 

  • Sets the standard for the organization’s resolute drive towards operational excellence. 
  • Builds a culture of excellence, accountability, and continuous learning and improvement, where ideas for improvement can grow, while continuing to deliver on determined goals. 

   

  Delivering Empowered Leadership  

  Motivating increased employee effort by communicating a compelling view of the organization’s purpose and its future state in a way that helps others understand the importance of their contributions and feel how outcomes will be different when progress is achieved. Establishing systems and processes to attract, develop, engage, and retain talented individuals; creating a work environment where people can realize their full potential, thus allowing the organization to meet current and future business challenges. 

  • Sets the standard in leadership, motivating increased employee effort by communicating a compelling view of the organization’s purpose and its future state in a way that helps others understand the importance of their contributions. 
  • Builds a culture where people can realize their full potential, thus allowing the organization to meet current and future business challenges. 
     

Experience

Minimum Requirements

• • Bachelor's Degree in business administration or other relevant field 
  • Minimum of 10 years of demonstrated success in multi-site retail bank management 
  • Proven track record of retail sales, productivity, and expense goal-setting, forecasting, analysis, and management that consistently delivers strategic and financial goals 
  • Demonstrated success in driving process improvements and change across multiple channels 
  • Strong knowledge of retail technology platforms and systems 
  • Extensive work with executive leadership teams on topics to include: 
  • Enterprise strategy and operations
  • Integrated Digital Strategy
  • People and Leadership Development
  • Communications
  • Experience design
  • New business model development
  • Emerging Retail and Call Center technologies and platforms
  • Multi/omnichannel experiences
  • Real-time analytics
  • Track record of coaching, mentoring, developing, and motivating peak performance within leadership teams 
  • Demonstrated cultural competence through awareness, attitude, knowledge, willingness, and skills to work effectively with diverse generational employees and Member population 
  • Expert knowledge of principles and processes involved in business and organizational planning, coordination, and execution. 
  • Driven, fact-based, results-oriented, and collaborative with a proven track record for leading, aligning, and managing teams against high-performance objectives. 
  • Proven ability to influence effectively toward outcomes in a cross-functional manner, with a history of achieving goals as part of a team. 
  • A long and established track record of giving back time, talent, and treasure to their community. 

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