Director of Retail Excellence

Burke & Herbert Bank & Trust•Moorefield, WV

4h•Onsite

About The Position

The Director of Retail Sales is responsible for developing, implementing, and sustaining a best-in-class sales and service culture across the Retail Banking Division. This role provides leadership, coaching, and oversight to ensure consistent, customer centric sales execution that drives deposit growth, deepens customer relationships, and reinforces the Bank’s reputation for Service Beyond Expectations (SBE). This individual will be responsible for translating Retail’s Strategic Priorities related to sales and deposit growth into actionable behaviors, equipping frontline teams with the tools and skills to succeed, and ensuring disciplined execution to achieve defined sales goals and service standards.

Requirements

Deep understanding of consumer banking products, deposit strategies, and customer engagement best practices.
Sales Leadership & Coaching Excellence
Strategic Thinking & Execution
Relationship Building & Influence
Change Management
Performance Analytics & Accountability
Communication & Presentation Skills
Minimum of 10+ years of progressive experience in retail banking, sales leadership, or branch management.
Demonstrated success leading sales performance in a community or regional bank environment.
Strong background in sales coaching, performance management, and cultural transformation.
Bachelor’s degree in Business, Finance, Marketing, or a related field (or equivalent additional related experience).

Responsibilities

Lead the development and execution of a sales and SBE focused culture aligned with the Bank’s mission, values, and community banking philosophy.
Establish clear expectations for customer engagement, needs‑based selling, and service excellence across the retail channel.
Act as a visible champion of retail sales standards, ensuring consistency across regional markets, branches, and teams.
Translate Retail Strategic Priorities into actionable sales initiatives by developing and implementing a comprehensive retail sales strategy focused on core deposit growth, product penetration, and relationship deepening.
Partner with Retail Operations, Marketing, Product, Learning & Development and other partners to align campaigns, tools, and training with sales objectives.
Provide direct coaching and guidance to Retail leadership (Area Managers, Community Bank Managers, and Relationship Bankers) to strengthen sales capabilities.
Ensure sales initiatives align with local market needs.
Develop and reinforce a coaching culture, ensuring leaders are effectively training, observing, and developing frontline staff.
Monitor Retail sales KPIs, scorecards, and success metrics.
Analyze performance trends, identify gaps, and implement targeted improvement plans.
Ensure consistent execution of sales processes, referral expectations, and customer conversation standards.
Partner with Learning & Development to identify skill gaps and support the delivery of sales training.
Ensure frontline teams have effective tools, talking points, and resources to confidently engage customers and prospects.
Reinforce training through follow‑up coaching, field observations, and ongoing reinforcement.
Work closely with internal partners to ensure sales initiatives align with operational standards, compliance requirements, and SBE standards.
Collaborate with internal partners (Business Banking, Wealth, Mortgage and Treasury Management) to strengthen referral pipelines and integrated relationship management.
Serve as a key advisor to senior leadership on retail sales trends, opportunities, and risks.
Other duties as assigned