Director, Consumer Advice & Sales

G&F Financial Group; Burnaby; Hybrid; CAD 80,000 - 120,000; Full time

Job summary

A leading credit union in British Columbia seeks a Director of Consumer Advice & Sales to provide strategic leadership across multiple branches. The role involves driving member satisfaction, ensuring compliance, and enhancing financial performance. Ideal candidates have a relevant degree, significant experience in financial services, and demonstrated leadership skills in retail banking. Remote work options are available, with a competitive salary and benefits package.

Benefits

Competitive base salary

Extended health care

Dental coverage

Disability coverage

Favorable vacation benefits

Qualifications

• Minimum 5 years in financial services with advisory leadership experience.
• Minimum 3 years of formal people leadership experience.
• Comprehensive knowledge of investment, credit, and regulatory frameworks.

Responsibilities

• Provide leadership and coaching to a team to maximize sales and member experience.
• Assess branch sales team performance and develop recommendations for improvement.
• Ensure regulatory compliance and risk mitigation in all advice interactions.

Skills

Leadership

Sales performance

Regulatory compliance

Analytical thinking

Education

Bachelor’s degree in Business or Finance

MBA or professional designation (CFP, QAFP)

Tools

CRM systems

Data analytics tools

Job description

About Beem

About Beem :

Beem is a new credit union with years of history. Rising to the rapidly evolving challenges of the financial services industry and inspired by cooperative values, our founding credit unions recognized that we can do more together. Beem means light. It means energy. It means a brighter financial future. United as Beem, we are combining our strengths to better serve our members. As of January , , Beem will be one of BC’s largest provincially regulated credit unions, supporting the financial wellness of , members from branches across the province with $ billion in assets under administration. Learn more about our journey at

What this role is all about :

Reporting to the Vice President, Consumer Advice & Sales, the Director, Consumer Advice & Sales provides strategic leadership across the retail network, driving advisory growth, member satisfaction, and sustainable financial performance. This role oversees multiple branches and advisory teams, ensuring the delivery of personalized, compliant financial advice aligned with Beem’s member journey framework. The Director plays a key role in achieving sales targets, optimizing the member experience, managing risk, and aligning frontline efforts with Beem’s broader strategic goals.

This role is open to hybrid working arrangements within British Columbia and requires frequent travel to Beem hubs and branches. While we welcome all applications, we anticipate filling this role with a candidate located in British Columbia.

What you’ll do

Leadership

• Provides leadership and coaching to a team of direct reports to maximize sales, member experience, business and community development, and operational performance.
• Communicates Beem values, vision, strategies and objectives ensuring understanding and alignment with business and teams.
• Builds high performing and collaborative teams, ensuring the team is prioritizing effectively, managing their stakeholders, and leading their cross-functional agile teams.
• Contributes to a member centric, healthy, sustainable and engaging employee experience.
• Fosters an environment of continuous learning and professional development by providing ongoing training for retail leaders and advisors in areas such as financial planning, sales techniques and member relationship management.
• Oversees professional development and coaching plans for all direct reports.

Sales and Advisory Performance

• Ensures that all sales and service-related processes, procedures and protocols are well documented and communicated.
• Assesses the performance of consumer branch sales teams and develops insights and recommendations for improvement.
• Ensures medium to long term profitability by maximizing revenues, controlling expenses, and evaluating business unit and employee performance.
• Establish and monitor performance metrics for member advice delivery, cross-sell, digital adoption, and financial planning outcomes.
• Use CRM and analytics to drive data-informed decision-making across the network.
• Ensures regulatory compliance, risk mitigation, and alignment to fiduciary standards in all advice interactions.
• Champions a high standard of ethical sales and suitability-based member solutions.
• Coach leadership teams to elevate sales productivity, planning activity, and conversion effectiveness.

Strategic Execution and Operational Alignment

• Act as the subject matter expert for Consumer Banking in enterprise initiatives and transformation projects.
• Lead and foster a culture of continuous improvement by identifying opportunities to enhance policies, processes, and operational efficiency.
• Translate organizational strategy into actionable regional plans, informed by branch performance, data, and market insights.
• Define and track clear KPIs for regional sales teams, including sales activity, product penetration, member acquisition, and retention.
• Collaborate with marketing, product development, and digital teams to ensure frontline staff are equipped with the right tools, resources, and promotional materials.
• Standardize advisory workflows, sales processes, and coaching practices.
• Oversee and align all budget and business planning activities within the department.

Member Experience and Loyalty

• Drive a member-first advisory culture by ensuring personalized, needs-based financial advice aligned with members’ goals, risk tolerance, and life stages.
• Champion consistent service standards and seamless referrals across advisor tiers as well as partner referrals.
• Leverage feedback, member engagement metrics, and journey data to enhance in-branch and hybrid member experiences.
• Equip teams with tools, training, and insights to deliver high-quality financial conversations.
• Collaborate with branch leaders and internal teams to plan and deliver a seamless member experience and operational consistency.
• Foster a culture of advocacy, integrity, and lifelong member relationships.
• Lead and contribute to strategic initiatives that enhance member satisfaction, loyalty, and retention through continuous improvement.

What you’ll bring

• Bachelor’s degree in Business, Finance, or related field; MBA or professional designation, CFP, QAFP preferred
• Minimum years in financial services with experience in advisory leadership and retail banking operations
• Minimum years of formal people leadership experience
• Comprehensive knowledge of investment, credit, and regulatory frameworks
• Demonstrated success in leading regional or multi-site banking teams
• Experience with CRM systems, data-driven decision-making, and digital banking transformation
• Strong understanding of regulatory compliance, risk management, and fiduciary standards in financial services
• Experience leading or contributing to strategic initiatives or transformation projects
• Equivalent combination of the above may be appropriate

What you’ll gain

• Competitive base salary; reviewed annually. The salary range for this position is $,- $
• Extended health care, dental coverage, and disability coverage
• Favorable vacation benefits - paid time off to recharge!
• Special banking perks - including mortgage and lending products

At Beem we are BOLD and Always Welcoming and our values are at the forefront of everything we do!

Build Together : You are a team player who thrives on collaboration, sparks ideas, and fosters inclusivity.

Own It : You are ready to take charge, drive change, and deliver outstanding results.

Lead with Agility : You are a dynamic, adaptable thinker who thrives on challenge and innovation.

Driven by Curiosity : You are eager to explore, learn, and shape the future.

Ready to join?

Visit us at to learn more about what it’s like to work for Beem Credit Union! We sincerely thank all applicants for their interest; however, only shortlisted candidates will be contacted for an interview.

Beem Credit Union is committed to ensuring inclusive employment practices and an accessible business environment for our employees. We do not discriminate based on any protected attribute covered by the Human Rights Code and encourage all qualified candidates to apply. We are committed to a fair and equitable hiring process for all candidates.

Beem Credit Union serves communities across many traditional Territories and Treaty areas in British Columbia. We are grateful to live and work on this land and are committed to reconciliation, decolonization, and building strong, connected relationships.