VP of Deposits and Membership

Apple Federal Credit Union• Fairfax, VA, US, VA

2d•$168,797 - $211,000

About The Position

The Vice President of Deposits and Membership leads Apple Federal Credit Union’s deposit and membership products, services, and growth strategies under the general direction of the EVP/COO. The role oversees the development, implementation, and optimization of checking, savings, money market, certificate of deposit, and overdraft protection products, aligning them with strategic goals, member needs, and industry trends. It develops strategies and policies to attract new members and retain existing ones. Working with marketing, product development, technology, vendors, and member services teams, the Vice President designs and promotes competitive, member-focused solutions while maintaining regulatory compliance and effective risk management. The position analyzes market and competitor data, supports digital-first acquisition and retention strategies, and drives deposit portfolio growth and profitability through increased balances, new products, and innovative approaches. The position also oversees the Overdraft Privilege Program, member-data integrity and quality, and evaluation of third-party service and solution providers. It performs duties in accordance with Apple’s core values and credit union policies, procedures, and applicable regulations, including the Bank Secrecy Act. The role reports to the EVP/COO.

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 the ability to influence and collaborate with stakeholders at all levels.
Excellent verbal and written communication skills and the ability to deliver effective presentations.
Ability to manage multiple projects and priorities while maintaining the 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, new 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 competitor practices and recommend adjustments to pricing, products, positioning, and promotion.
Lead deposit improvement initiatives involving strategic, operational, technical, and product-development changes, including launches, process improvements, and technology integrations.
Manage deposit product roadmaps and establish a consistent business-case development approach emphasizing return on investment and member experience.
Develop membership growth strategies to attract, onboard, and retain members across target markets.
Lead deposit and account-acquisition initiatives, including checking, savings, direct deposit, and relationship-building programs.
Manage membership performance metrics, including growth, retention, product penetration, satisfaction, service levels, and engagement.
Direct marketing and community-outreach efforts 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 its administration, regulatory compliance, risk management, and alignment with member service and organizational objectives.
Oversee member-data quality standards, controls, and ongoing maintenance to ensure integrity, accuracy, and consistency in the core system.
Evaluate third-party service and solution providers to deliver appropriate technology, pricing, and member experiences.
Perform duties in accordance with the Apple Way core values: Team Up, Serve with Purpose, Challenge Yourself, and Own It.
Adhere to credit union policies, procedures, and regulations pertaining to the Bank Secrecy Act.
Perform other duties as assigned by the EVP/COO.