VP of Deposits and Membership

Apple Federal Credit Union•Fairfax, VA

About The Position

Under the general direction of the EVP/COO, the Vice President of Deposits and Membership leads Apple Federal Credit Union’s deposit and membership products, services, and growth strategies. The role oversees the development, implementation, and optimization of checking, savings, money market, certificate of deposit, and overdraft protection products to support strategic goals, member needs, and industry trends. It also develops strategies, plans, and policies to attract new members and retain existing ones. The position collaborates with marketing, product development, technology, vendors, and member services teams to create and promote competitive, member-focused solutions while ensuring regulatory compliance and effective risk management. It analyzes market data and competitor offerings and supports digital-first strategies for member acquisition and retention. The role is accountable for deposit portfolio growth and profitability, including increasing balances through new products and innovative approaches.

Requirements

At least 10 years of progressively responsible experience in product management, deposits, membership growth, or a related discipline within the credit union, banking, or fintech industry.
Excellent analytical and problem-solving skills with a strategic mindset.
Effective interpersonal skills and ability to influence and collaborate with stakeholders at all levels.
Excellent verbal and written communication skills and ability to deliver effective presentations.
Ability to manage multiple projects and priorities while maintaining confidentiality of highly sensitive or proprietary information.
Ability and willingness to travel as needed.
Ability to function in a financial institution branch environment and use standard office equipment, including a computer, telephone, copier, and fax machine.
Selected candidates are subject to credit and background checks to determine employment eligibility.

Nice To Haves

Bachelor’s degree in business or a related field preferred.
MBA or relevant master’s degree preferred.
Familiarity with credit union products, policies, procedures, and operations preferred.

Responsibilities

Manage profit and loss for the deposit and membership portfolio, focusing on membership growth, product adoption, balances, and profitability.
Coordinate balance-sheet planning, product pricing, marketing strategy, product and feature development, performance assessment, and financial analysis.
Analyze consumer deposit portfolio trends and recommend improvements based on cost, growth, and key performance metrics.
Monitor industry trends and competitors and recommend adjustments to pricing, products, positioning, and promotion.
Lead strategic, operational, technical, and product-development deposit initiatives, including launches, process improvements, and technology integrations.
Manage deposit product roadmaps and establish a consistent business-case process emphasizing return on investment and member experience.
Develop strategies to attract, onboard, and retain members across target markets.
Lead account-acquisition initiatives involving checking, savings, direct deposit, and relationship-building programs.
Manage membership performance measures, including growth, retention, product penetration, satisfaction, service levels, and engagement.
Direct marketing and community outreach to strengthen the credit union’s brand and field-of-membership presence.
Ensure compliance and operational effectiveness in account opening, member identification, privacy, fair lending, and related requirements.
Oversee the Overdraft Privilege Program, including administration, regulatory compliance, risk management, and alignment with member service and organizational objectives.
Oversee member-data quality standards, controls, and maintenance to ensure integrity, accuracy, and consistency in the core system.
Evaluate third-party service and solution providers for technology, pricing, and member experience.
Perform duties in accordance with the Apple Way values: Team Up, Serve with Purpose, Challenge Yourself, and Own It.
Adhere to credit union policies, procedures, and Bank Secrecy Act requirements.
Perform other duties as assigned by the EVP/COO.