Chief Retail Officer

Deseret First Credit Union; West Valley City (UT); Hybrid; USD 180,000 - 300,000; Full time

Benefits offered by this job

Paid holidays

Benefits package

Wellness initiatives

Hybrid work model

Job summary

Deseret First Credit Union seeks a Chief Retail Officer to lead branches, the contact center, digital member channels, and the deposit product portfolio. The CRO owns member experience across retail channels, drives service quality, growth, and the alignment of people, processes, and technology with the credit union’s mission.

Reporting to the President/CEO and serving on the Senior Leadership Team, the CRO translates strategy into measurable results, maintains strong controls, and partners with

Qualifications

• Bachelor’s degree in a relevant business discipline or an equivalent combination of related education and experience is required. A related master’s degree is preferred.
• 10+ years of progressively responsible experience in financial services, including senior leadership of retail banking, member service, or related functions.
• Demonstrated success leading service performance and retail production across branches, contact centers, and digital channels.
• Experience managing deposit products and the business administration of core or related retail systems, including product configuration, process improvement, and change implementation.
• Working knowledge of deposit operations, applicable regulatory requirements, operational controls, and financial performance measures. Credit union experience is highly desirable.

Responsibilities

• Lead branches, the contact center, and digital member channels.
• Drive member experience and service standards across all channels; use feedback and metrics to reduce friction and improve handoffs.
• Oversee deposit product portfolio design, features, eligibility, positioning, and lifecycle.
• Coordinate with Finance on deposit pricing and implementation of approved changes.
• Develop retail budgets and staffing plans; monitor expenses and channel performance; manage vendor relationships.

Skills

Leadership

Strategic planning

Data-driven

Customer focus

Communication

Education

Bachelor’s degree in business

Master’s degree preferred

Tools

Microsoft Office

CRM systems

Core banking systems

Job description

There's a reason we've won so many awards for being one of the best companies to work for!

• 12 paid holidays
• Competitive compensation
• Benefits, perks, and discounts worth a double-take
• A positive atmosphere and co-workers who truly care
• Enjoyable activities and wellness initiatives
• Work-from-home flexibility

Summary

The Chief Retail Officer (CRO) leads Deseret First Credit Union’s branches, contact center, digital member channels, and deposit product portfolio. Accountable for the member experience across retail channels, the CRO leads service quality, retail production, and relationship growth while providing business ownership of supporting systems, processes, and procedures. Reporting to the President/CEO and serving on the Senior Leadership Team, the CRO translates strategy into measurable results while maintaining effective controls and a member-focused service and sales culture.

Duties and Responsibilities

• Retail strategy and channels: Lead branches, the contact center, and digital member channels. Develop and execute retail plans addressing channel capabilities, branch network strategy, service delivery, and growth.
• Member experience and service: Lead consistent, seamless, and personalized member experience across branches, the contact center, and digital channels. Use member feedback and performance measures to identify friction, improve handoffs, and simplify how members access and use DFCU’s products and services. Establish service standards, oversee escalated concerns, and address recurring issues.
• Retail production: Lead needs-based member acquisition, deposit growth, account and service adoption, retention, loan originations, and referrals. Align goals and incentives with ethical practices and sustainable member relationships.
• Deposit products: Manage the deposit product portfolio, including design, features, eligibility, positioning, performance, and lifecycle. Use member needs, market trends, and competitive insights to improve value and financial wellness.
• Deposit pricing coordination: Provide member, market, and retail input to Finance-led deposit pricing discussions. Finance owns rate recommendations; Retail coordinates communication and implementation of approved changes.
• Deposit system maintenance: Oversee accurate setup and maintenance of deposit products in the core and related systems, with appropriate authorization, testing, and validation.
• Retail systems and change: Own business requirements and priorities for retail staff systems and digital member channels. Partner with the CIO and affected departments on technology selection, configuration, testing, implementation, and adoption, maintaining clear business and technical accountabilities.
• Processes and controls: Maintain clear, current retail procedures and effective controls. Simplify workflows to improve efficiency, accuracy, and member experience, and lead implementation of new products, services, and process changes.
• Lending partnership: Partner with the CLO to improve the retail lending experience, achieve production goals, and coordinate effective handoffs while following approved lending policies.
• Marketing partnership: Align product positioning, campaigns, offers, and member communications with retail capabilities and growth priorities.
• Vendor management: Evaluate and manage retail and deposit product vendors with appropriate internal partners. Negotiate within delegated authority and monitor service, value, and contractual performance.
• Resources and facilities: Develop retail budgets and staffing plans; monitor expenses, productivity, capacity, and channel performance. Allocate resources to balance service, growth, efficiency, and risk. Coordinate branch needs with Physical Facilities.
• People leadership: Recruit, develop, and hold retail leaders accountable. Partner with Training and Human Resources to strengthen staff capabilities, maintain succession plans, and foster a collaborative, member-focused culture consistent with DFCU’s mission and values.
• Compliance and resilience: Partner with Compliance, Risk, Legal, Information Security, and other responsible departments to meet applicable requirements, support audits and examinations, implement corrective actions, and maintain and test retail business continuity and recovery procedures.
• Strategic planning and leadership: Participate in credit union strategic planning, annual business planning and budgeting, ALCO, Loan Policy Committee, and other committees as assigned.

This job description is not an exhaustive list of all job duties. Other duties may be assigned at any time.

Qualifications

• A bachelor’s degree in a relevant business discipline or an equivalent combination of related education and experience is required. A related master’s degree is preferred.
• 10+ years of progressively responsible experience in financial services, including senior leadership of retail banking, member service, or related functions.
• Demonstrated success leading service performance and retail production across branches, contact centers, and digital channels.
• Experience managing deposit products and the business administration of core or related retail systems, including product configuration, process improvement, and change implementation.
• Working knowledge of deposit operations, applicable regulatory requirements, operational controls, and financial performance measures. Credit union experience is highly desirable.

Competencies

• Strategic leadership and execution
• Member-focused judgment and retail business acumen
• Results orientation and data-driven problem-solving
• Systems thinking, process improvement, and change leadership
• Collaboration, communication, and talent development
• Integrity, risk awareness, and sound judgment

Computer/Software Skills

• Proficiency with Microsoft Office Suite and business reporting tools; working knowledge of core banking, digital banking, contact center, member relationship management, and workflow systems.

Work Conditions

• Office environment, with visits to branches and other retail locations.
• Some travel, as needed.
• This position currently allows for essential job functions to be performed within a hybrid work schedule; however, the number of required office days are subject to change at any time based on business needs, team collaboration needs, or manager discretion.

Salary

DOE