VP / Member Experience (Retail Banking and Branch Network) in Pembroke Pines, Florida at We Florida Financial

The VP, Member Experience is responsible for driving member growth, deposit expansion, and service excellence across all member-facing channels, including:

• Branch network
• Contact center
• Digital banking (online & mobile)
• Business development / community engagement

This role owns the end-to-end retail member experience, ensuring consistent delivery of high-quality service while achieving aggressive growth targets in memberships, deposits, and relationships. The position is accountable for P&L performance, channel productivity, and member satisfaction, with a strong emphasis on serving low- to moderate-income (LMI) communities and deepening member relationships.

Key Responsibilities

Retail Growth & Revenue Leadership

• Own retail growth strategy across all channels
• Drive:
  • Membership growth
  • Core deposit growth (DDA, savings, CDs)
  • Product penetration per household
• Develop and execute community-based and SEG (Select Employer Group) growth strategies
• Partner with Marketing and Data teams to deploy targeted, behavior-based campaigns
• Lead initiatives to increase:
  • Direct deposit adoption
  • Debit/credit card usage
  • Loan cross-sell from retail channels

Omnichannel Service Delivery

• Ensure consistent, high-quality member experience across:
  • Branches
  • Call center
  • Digital channels (Alkami or similar platforms)
• Establish and enforce service standards and SLAs
• Optimize channel mix strategy (branch vs digital vs call center)
• Lead digital adoption initiatives:
  • Online account opening
  • Digital service
  • Self-service tools

Branch Network Leadership

• Oversee performance of all branch locations
• Drive:
  • Sales productivity
  • Staffing optimization
  • Local market penetration
• Implement universal banker / sales culture
• Evaluate branch footprint strategy:
  • Openings, relocations, consolidations
• Ensure strong community presence in Low to Moderate Income markets

Contact Center Excellence

• Lead call center operations with focus on:
  • First call resolution
  • Speed of answer
  • Quality assurance
• Integrate contact center into sales and relationship deepening engine
• Implement workforce management and performance analytics

Business Development & Community Engagement

• Oversee external business development team
• Build partnerships with:
  • Local governments
  • Healthcare systems
  • Schools and universities
  • Community organizations
• Expand financial literacy and outreach programs
• Ensure alignment with CDFI mission and grant requirements

Member Experience & Voice of Member

• Own member experience strategy across channels
• Leverage tools (e.g., MemberXP or similar) to:
  • Track NPS
  • Identify pain points
  • Drive continuous improvement
• Lead Voice of the Member program
• Reduce complaints and improve resolution times

Financial & Operational Performance

• Own retail P&L including:
  • Deposit cost of funds
  • Fee income
  • Channel operating expenses
• Manage budgets and staffing models
• Drive efficiency improvements:
  • Cost per account
  • Transactions per FTE
• Partner with Finance (e.g., using Fiserv Vantage) for performance tracking

Leadership & Talent Development

• Lead and develop:
  • Branch leaders
  • Contact center leadership
  • Business development team
• Build a high-performance, sales and service culture
• Implement coaching, scorecards, and incentive programs
• Ensure strong succession planning

Key Performance Indicators (KPIs)

Growth

• Membership growth rate
• Net new households
• Deposit growth (total + core deposits)
• Loan growth
• Products per member

Engagement

• Direct deposit penetration
• Active digital users
• Card usage (debit & credit)

Service

• Net Promoter Score (NPS)
• Member satisfaction (CSAT)
• Complaint volume & resolution time
• Call center SLAs (speed of answer, abandonment rate)

Efficiency

• Cost per member
• Branch profitability
• Transactions per FTE
• Digital vs branch transaction mix

Qualifications

Education

• Bachelor’s degree required (Business, Finance, or related field)
• MBA preferred

Experience

• 10+ years in retail banking leadership (credit union or bank)
• Proven success leading multi-channel retail operations
• Experience managing:
  • Branch networks
  • Contact centers
  • Digital banking initiatives
• Strong track record of growth + service improvement simultaneously

Core Competencies

• Strategic thinking and execution
• Data-driven decision making
• Sales leadership and coaching
• Member-centric mindset
• Operational excellence
• Change management
• Community and relationship building

Preferred Experience

• Credit union experience (strongly preferred)
• Experience in LMI/CDFI environments
  • Familiarity with: Alkami, Fiserv DNA
• Bilingual (English/Spanish or Creole) a plus