VP of Retail Banking

Come Join Heritage Financial Credit Union as Vice President of Retail Banking

The Vice President of Retail Banking is a high-impact leadership opportunity for a strategic, relationship-driven executive ready to shape the future of retail banking. Reporting to the Chief Banking Officer, this role leads Retail and Business Banking, Mortgage Sales, and Retail Training, driving growth, strengthening community relationships, and creating a seamless, exceptional member experience.

This is an opportunity to influence strategy, develop leaders, and build a retail organization that is innovative, connected to its communities, and positioned for long-term success. If this is in your wheelhouse, we'd love to hear from you!

Here's a little about us:Heritage Financial Credit Union is a member-owned financial institution that is committed to helping our members achieve their financial goals and building a stronger community. We believe that everyone deserves access to affordable financial services, and we are dedicated to providing our members with the tools and resources they need to achieve their financial dreams. Our vision is to be the leading financial institution in the communities we serve, and we are committed to creating a culture of excellence where our employees can thrive. We believe in creating a workplace where everyone feels valued and respected, and where we can all work together to achieve our goals. We recognize that our employees are our most important asset, and we are committed to providing them with the training, development, and opportunities they need to succeed.
Our Core Values:Experience: Go Above Expectations; Create Positive Moments; Personally AcknowledgeService: Deliver As One Team; Stay A Step Ahead; Guide With Product ExpertiseIntegrity: Do What's Right; Speak the Truth; Own Our ActionsPeople: Grow Together; Respect Every Voice; Build Trusting Relationships; Strengthen Culture & Community
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POSITION PURPOSE

The Vice President of Retail Banking provides strategic leadership for the Credit Union’s retail banking network, with accountability for Retail and Business Banking, Mortgage Loan Origination, and Retail Training. Reporting to the Chief Banking Officer, this senior leader is responsible for strengthening the Credit Union’s presence in the communities it serves, driving a forward-looking retail and sales strategy, and building the capability of the retail workforce to deliver meaningful financial guidance and exceptional member experience.

The Vice President ensures the retail banking network operates as a cohesive, member-centric, and community-integrated business unit, translating organizational priorities into strategies that deepen member relationships, drive growth and performance, and deliver a consistent, high-quality experience across markets and channels. The role challenges traditional approaches, leverages data and member insights to identify opportunities, and ensures the retail model continues to evolve in response to changing member expectations and business needs.

A key focus of the position is owning the retail perspective of the member journey, identifying friction points and opportunities to make interactions easier, more connected, and more personal from initial engagement through ongoing relationship growth. The Vice President also sets direction for retail-specific training priorities and partners closely with Learning and Development to ensure programs, tools, and coaching strengthen product knowledge, sales effectiveness, financial guidance, and the overall capabilities of the retail workforce.

Day-to-day retail operations, branch delivery, and service execution are led through the Retail Market Directors, with support from the AVP of Credit Union Operations. The Vice President provides the strategic oversight, alignment, and accountability necessary to ensure execution across the retail network supports the Credit Union’s broader growth, member experience, and community objectives.

ESSENTIAL FUNCTIONS AND BASIC DUTIES

Retail Banking Leadership

• Develop and execute the retail sales strategy for the retail banking network, ensuring alignment with organizational priorities, member expectations, and community-focused objectives.
• Set performance expectations, establish key measures, and hold retail leadership accountable for outcomes without displacing the operational leadership responsibilities held by direct reports.
• Provide direct leadership for the Credit Union’s relationship development strategy, ensuring employees consistently engage members through a needs-based, consultative approach.
• Establish and maintain sales enablement frameworks, coaching methodologies, performance expectations, and recognition practices that support relationship depth, product penetration, and member retention.
• Ensure the retail organization executes a unified and differentiated relationship development philosophy across all markets, channels, and member interactions.
• Integrate insights from member feedback, market trends, and community engagement to guide continuous improvement in service delivery and relationship strategies.
• Partner with senior leadership and the AVP-Member Experience & Digital Support to ensure alignment between retail, digital, and service delivery channels to create a consistent member experience.

Retail Training

• Provide leadership over the Retail Training function, ensuring training strategies, curriculum, and delivery methods equip employees to serve members with confidence, expertise, and consistency.
• Partner with the Director of Learning & Development to ensure retail-specific training aligns with enterprise-wide learning strategies and organizational development priorities.
• Champion a culture of continuous learning, coaching, and professional development that strengthens employee capability, career progression, and service quality.

Retail Operations

• Deliver oversight of retail operations, branch performance, and service delivery through the Retail Market Directors with support from the AVP of Credit Union Operations, ensuring consistency, accountability, and operational excellence across the branch network.
• Ensure operational execution supports the broader retail strategy, without duplicating or displacing the leadership responsibilities held by operational and market leaders.
• Guide investment, staffing, and structural decisions related to the retail delivery network in partnership with the Chief Banking Officer and executive leadership.

Business Banking

• Ensure active cultivation of relationships with community organizations, qualifying municipalities, employer groups, schools, small businesses, and strategic partners.
• Establish annual business development priorities, engagement plans, and measurable objectives that expand membership, deepen community relationships, and strengthen the Credit Union’s market presence.
• Lead the development and ongoing maintenance of a differentiated business banking suite of products and services.
• Establish and refine the Credit Union’s business banking value proposition.
• Monitor business banking performance, market trends, and the competitive landscape to identify gaps, guide performance enhancements, and inform new service development.
• Ensure the business banking model integrates seamlessly with retail delivery and community engagement, so that branch teams serve both consumer and business members in a manner that generates sustainable growth.

Mortgage Sales

• Lead mortgage sales strategy, production performance, and referral effectiveness across retail and indirect channels.
• Partner with lending and operations leaders to ensure a seamless, compliant, and member-focused mortgage experience from application through closing.
• Drive growth in mortgage originations through market analysis, sales incentives, relationship development, and targeted marketing efforts.
• In partnership with Chief Banking Officer, monitor market conditions, pricing strategies, and competitive trends to ensure product relevance and profitability.

Monitor Performance and Strategic Outcomes

• Establish performance frameworks and reporting mechanisms that measure business development effectiveness, training outcomes, sales performance, retail contribution, and community engagement.
• Provide regular updates and strategic recommendations to executive leadership and, when appropriate, the Board of Directors.
• Ensure resources, priorities, and initiatives remain focused on measurable results and long-term organizational impact.

Risk Management, Compliance & Governance

• Ensure all areas under the role’s leadership operate in compliance with applicable laws, regulations, and Credit Union policies.
• Partner with CU Operations, Risk & Compliance, and Internal Audit functions to identify, assess, and mitigate operational, reputational, and strategic risks.
• Promote a strong culture of compliance, accountability, and ethical conduct across all teams.

Talent Leadership & Culture

• Lead, develop, and mentor senior leaders and management teams across the retail banking network.
• Build a high-performance culture focused on accountability, collaboration, professional development, and member advocacy.
• Ensure effective succession planning and talent development for key leadership roles.

Additional Responsibilities

• Serve as a trusted advisor to the Chief Banking Officer on retail strategy, business development, and workforce capability.
• Complete recurring reporting, governance activities, and operational reviews as assigned.
• Perform additional duties as assigned.

Requirements

QUALIFICATIONS

Education/Certification: Bachelor’s degree required; advanced degree or relevant professional certifications preferred. A combination of education and commensurate experience will be considered.

Knowledge: Deep knowledge and expertise in retail banking operations in a credit union or community bank environment with a strong understanding of regulatory requirements, and risk management principles.

Experience:

• Minimum of 10 - 15 years of progressive leadership experience in financial services, with broad exposure to Retail Banking, Business Banking, and consumer lending.
• Prior experience in a credit union or community bank environment.
• Demonstrated experience presenting to Boards of Directors and working with regulators.
• Strong understanding of the markets within the Credit Union’s field of membership

Skills/Abilities:

• Exceptional coaching, mentoring, and talent-development capabilities.
• Strong strategic planning and business acumen. Outstanding communication, presentation, and facilitation skills.
• Ability to lead through both direct and indirect (matrixed) reporting relationships.
• Demonstrated ability to represent the organization in community and professional forums.
• Commitment to member-centric service, community integration, and long-term organizational impact.

What's in it for you?

Salary: $157,000 - $175,000 annually, based on experience

Benefits:

- Paid Time Off & Paid Federal Holidays

- Medical, Dental, Vision & Life Insurance

- Employee Assistance Program

- Flexible Spending Accounts (FSA)/Health Savings Accounts (HSA)

- Supplement Benefits: Critical Illness Care, Identity Theft Protection, Pet Insurance, Legal Services

- BenefitsPlus+ perks program (travel, entertainment, gift cards and so much more)

- CareNet - benefits concierge service

- 401(k) with 5% Employer Match

- Educational Assistance

- Paid Time to Volunteer

- HFCU Logo-wear (that our employees wear with pride!)

Equal Opportunity Statement

Employment at our Credit Union is based upon merit, ability, and qualifications. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, status as a protected veteran, or any other legally protected status.