VP DIGITAL EXPERIENCE

4Front Credit Union•Traverse City, MI

just now

About The Position

The Vice President of Digital Experience is responsible for shaping and executing the credit union’s digital strategy to deliver exceptional member experiences across digital channels. This role leads the vision, design, and optimization of mobile and online banking digital platforms to ensure seamless, secure, and personalized interactions that align with the credit union’s strategic objectives. The VP of Digital Experience directs and appraises the activities of the Digital Experience team and ensures all services are professionally delivered and members are served with excellence. They will drive digital adoption for both servicing and acquisition, optimize member journeys, and champion member-centric digital development for the organization. The VP will lead the Digital Steering Committee for the credit union and partner with IT technical development resources ensuring a collaborative and innovative environment that brings smart and simple banking options to our membership. The VP oversees the development of policies, procedures, and training to ensure efficient and effective operations. They will serve as a visionary leader, ensuring that digital experiences align with organizational goals and deliver exceptional value to members.

Requirements

Bachelor’s degree in business, finance, Information Systems, marketing, or related field; or similar depth of work experience preferred. MBA or related graduate degree preferred.
Skilled in shaping digital product strategies by aligning member needs, business goals, market trends and technical feasibility.
Understanding of related legal and regulatory requirements.
Understanding of artificial intelligence (AI) as a potential product feature.
4-6 years of experience in digital banking, fintech, or financial services strategy, preferably at a mid-large sized credit union or regional/national bank.
10+ years of progressive leadership experience, ideally in financial services, fintech, or innovation roles.
Proven experience with financial services digital channel management, business case development, vendor selection, and digital transformation initiatives.
Familiarity with Agile methodologies, product management, or journey mapping is a plus.
Strong analytical, strategic thinking, and project management skills.
Ability to translate complex data into actionable insights and executive-level recommendations.
Proficiency with digital analytics tools, CRM systems, and digital banking platforms.
Excellent communication, collaboration, and stakeholder management skills.
Well organized and able to consistently meet deadlines

Nice To Haves

MBA or related graduate degree preferred.
Familiarity with Agile methodologies, product management, or journey mapping is a plus.

Responsibilities

Leads Digital Strategy
Develop and maintain a comprehensive digital roadmap aligned with organizational goals.
Ensure all digital initiatives support long-term growth and member-centric objectives.
Communicate strategy clearly across departments to drive alignment and execution.
Drives Member Growth, Deepening, and Engagement
Design and implement digital programs that attract new members through innovative channels.
Create personalized experiences that deepen member relationships and loyalty.
Collaborate with marketing to integrate acquisition strategies into digital platforms.
Increases member adoption of digital channels.
In partnership with stakeholders, drive campaigns and initiatives that encourage members to use digital tools and services.
Monitor adoption metrics and adjust strategies to improve engagement.
Partner with channel leaders to ensure their staff can support digital adoption effectively.
Leads cross-functionality within the credit union.
Lead the organization’s Digital Steering Committee consisting of cross-functional stakeholders ensuring strategic alignment and joint governance.
Work closely with IT, operations, and marketing to deliver seamless digital experiences.
Align digital initiatives with compliance and security requirements.
Facilitate communication between teams to ensure timely delivery of projects. Serve as “quarterback” with technical development resources within an agile approach.
Effectively supervises personnel, ensuring optimal performance.
Builds, leads, and mentors a high-performing digital experience team. Provides leadership to personnel through effective objective setting, delegation, and communication. Conducts staff meetings as required. Directs, schedules, and coordinates department functions.
Fosters a culture of innovation, accountability, and continuous improvement.
Provides clear goals and professional development opportunities for team members. Conducts performance appraisals as required. Formulates and implements corrective actions as needed. Recommends changes in the status of staff, including promotions, transfers, and salary adjustments.
Drives innovative thought leadership and practices in the digital space.
Stays informed on emerging technologies and digital banking trends.
Evaluates new tools and platforms for potential integration into the member experience.
Leads pilot programs to test innovative solutions before full-scale implementation
Responsible for digital channel performance.
Define KPIs for acquisition, engagement, and adoption efforts.
Regularly review performance data and adjust strategies as needed.
Report progress and insights to executive leadership.
Proactively manage vendor relationships.
Maintains proactive relationships with key digital vendors to ensure alignment with organizational goals regularly reviewing vendor performance and capabilities to maximize value and innovation.
Collaborate with vendors to maintain a healthy backlog of enhancements. Ensure timely delivery of prioritized work and adherence to quality standards.
Engage in contract negotiations to reduce costs without compromising service quality.
Identify opportunities to consolidate services or leverage existing investments for greater efficiency.
Provides strategic leadership to drive organizational impact through effective planning, execution, and performance management.
Lead the development, prioritization, and execution of strategic initiatives aligned with organizational goals
Translate company vision into actionable departmental objectives and long-term plans.
Identify high-impact priorities and allocate resources effectively.
Establish, track, and interpret key performance metrics that measure success and drive continuous improvement.
Facilitate cross-functional collaboration to drive innovation and deliver on critical business initiatives.
Regularly assess internal and external trends to anticipate challenges and uncover new opportunities for growth.
Manages financial performance ensuring cost efficiency and alignment with organizational financial goals.
Remain informed on industry trends and emerging strategies to contribute to/inform the credit union’s strategic plan.