Chief Retail Officer

Deseret First Credit Union•West Valley City, UT

3d•Hybrid

About The Position

The Chief Retail Officer (CRO) leads Deseret First Credit Union’s branches, contact center, digital member channels, and deposit product portfolio. The CRO is accountable for the member experience across retail channels and leads service quality, retail production, and relationship growth, while owning supporting business systems, processes, and procedures. Reporting to the President/CEO and serving on the Senior Leadership Team, the CRO translates strategy into measurable results while maintaining effective controls and a member-focused service and sales culture. The role oversees retail strategy and channel capabilities, member experience and service standards, retail production, deposit products and their system maintenance, retail systems and change implementation, processes and controls, vendor management, budgets and staffing, and people leadership. The CRO partners with Finance on deposit pricing, the CLO on retail lending, Marketing on product positioning and communications, Physical Facilities on branch needs, and internal compliance, risk, legal, information security, and other teams on regulatory responsibilities, audits, and business continuity. The CRO participates in strategic and annual business planning, budgeting, ALCO, the Loan Policy Committee, and other assigned committees. The position is based in an office environment, with visits to branches and other retail locations and some travel as needed. It currently permits essential job functions to be performed on a hybrid schedule; required office days may change based on business needs, team collaboration needs, or manager discretion.

Requirements

Bachelor’s degree in a relevant business discipline, or an equivalent combination of related education and experience.
At least 10 years of progressively responsible financial services experience, including senior leadership of retail banking, member service, or related functions.
Demonstrated success leading service performance and retail production across branches, contact centers, and digital channels.
Experience managing deposit products and the business administration of core or related retail systems, including product configuration, process improvement, and change implementation.
Working knowledge of deposit operations, applicable regulatory requirements, operational controls, and financial performance measures.
Proficiency with Microsoft Office Suite and business reporting tools.
Working knowledge of core banking, digital banking, contact center, member relationship management, and workflow systems.
Strategic leadership and execution; member-focused judgment and retail business acumen; results orientation and data-driven problem-solving; systems thinking, process improvement, and change leadership; collaboration, communication, and talent development; integrity, risk awareness, and sound judgment.

Nice To Haves

A related master’s degree.
Credit union experience.

Responsibilities

Lead branches, the contact center, and digital member channels; develop and execute retail plans for channel capabilities, branch network strategy, service delivery, and growth.
Lead a consistent, seamless, and personalized member experience across retail channels; use feedback and performance measures to identify friction, improve handoffs, and simplify access to products and services.
Establish service standards, oversee escalated member concerns, and address recurring issues.
Lead member acquisition, deposit growth, account and service adoption, retention, loan originations, and referrals, aligning goals and incentives with ethical practices and sustainable member relationships.
Manage the deposit product portfolio, including product design, features, eligibility, positioning, performance, and lifecycle.
Provide member, market, and retail input to Finance-led deposit pricing discussions; coordinate communication and implementation of approved changes.
Oversee accurate deposit product setup and maintenance in the core and related systems, including appropriate authorization, testing, and validation.
Own business requirements and priorities for retail staff systems and digital member channels; partner with the CIO and affected departments on technology selection, configuration, testing, implementation, and adoption.
Maintain current retail procedures and effective controls; simplify workflows and lead implementation of new products, services, and process changes.
Partner with the CLO to improve the retail lending experience, achieve production goals, and coordinate handoffs in accordance with approved lending policies.
Align product positioning, campaigns, offers, and member communications with retail capabilities and growth priorities.
Evaluate and manage retail and deposit product vendors, negotiate within delegated authority, and monitor service, value, and contractual performance.
Develop retail budgets and staffing plans; monitor expenses, productivity, capacity, and channel performance, allocate resources, and coordinate branch needs with Physical Facilities.
Recruit, develop, and hold retail leaders accountable; partner with Training and Human Resources on staff capabilities, succession planning, and a collaborative, member-focused culture.
Partner with Compliance, Risk, Legal, Information Security, and other responsible departments to meet applicable requirements, support audits and examinations, implement corrective actions, and maintain and test business continuity and recovery procedures.
Participate in strategic planning, annual business planning and budgeting, ALCO, Loan Policy Committee, and other committees as assigned.