Chief Operating Officer

First West•Township of Langley, BC

7d•Hybrid

About The Position

The Chief Operating Officer provides strategic leadership for the organization’s member serving sales and advice businesses, including regional brands and Wealth Management, within a financial cooperative focused on creating real value for members. Guided by Tru’s shared purpose; together, we create a future where everyone can flourish, the role leads and is accountable for the enterprise sales and advisory model across all brands and lines of business, helping members achieve financial well-being, simplify their lives, and build long-term financial confidence. The COO drives alignment and collaboration across Tru by standardizing sales, service, and operational practices, removing barriers to execution, and enabling shared business success. This role accelerates sales performance through strong leadership, coaching, accountability, and a culture of continuous improvement. Builds organizational capability through succession planning, talent development, and mentoring. Ensures leaders and teams understand and execute strategic priorities, translating enterprise goals into measurable results while advancing growth, member value, community impact, and organizational performance in partnership with divisional brand leaders.

Requirements

Seasoned sales executive in financial services, with 10 years’ progressive leadership experience
Bachelor’s degree or equivalent educational experience

Nice To Haves

Additional accreditation such as an MBA or postgraduate studies in sales and marketing or financial planning designation is an asset

Responsibilities

Serves as a member of the Tru Leadership Team, contributing to enterprise strategy, governance, and organizational performance.
Provides thought leadership and insight to shape long-term business priorities, operating models, and growth strategies in alignment with Tru’s purpose, values, and audacious goals.
Collaborates with executive leaders and the Board to advance strategic objectives, strengthen organizational capability, and ensure alignment with governance, regulatory, and operational requirements.
Monitors industry, competitive, and market trends and leads strategic responses to emerging opportunities and challenges.
Leads the enterprise sales and advisory strategy across all member serving brands and lines of business to drive sustainable growth, market penetration, long-term member relationships, and measurable member value.
Establishes a consistent sales culture, operating model, and standards across regions, leveraging best practices and removing barriers to execution.
Translates strategic objectives into actionable plans, performance measures, and resource priorities while ensuring growth is achieved within the approved risk appetite and in support of members’ financial well-being.
Oversees distribution and branch network strategies to optimize member access, performance, and operational effectiveness.
Ensures member serving businesses operate within established risk appetite, regulatory requirements, and corporate policies.
Maintains effective controls, governance practices, and operational disciplines that support prudent growth, regulatory compliance, and sound risk management across all sales and advisory channels.
Accountable for the overall financial performance of regional brands and wealth management.
Establishes budgets, allocates resources, and ensures investments support strategic priorities, growth objectives, and operational efficiency.
Monitors financial performance, manages variances, and drives accountability for achieving business results within approved budgets.
Engages in the communities Tru serves, seeks opportunities to build networks, and provides local-market knowledge as well as leadership to ensure regional teams bring trusted advice, meaningful relationships, and relevant solutions to members.
Strengthens Tru’s presence as a cooperative financial institution by enabling teams to understand community needs, simplify members’ lives, and support members in achieving their financial goals.