VP North TX Retail Sales

Job Summary

The VP of North TX Retail Sales is a strategic leadership role responsible for driving revenue growth, enhancing sales performance, and delivering exceptional member experiences across retail branches in the North TX region. This executive role sets sales strategy, builds and coaches a high‑performing branch sales organization, and partners closely with the Chief Retail Officer and other executive leaders to grow loans, deposits, and member relationships.

The VP anticipates industry trends and competitive shifts, identifies growth opportunities, drives improvements in sales‑force effectiveness, and ensures CUTX’s sales practices remain member‑centric, compliant, and aligned with the credit union’s values. The role uses CUTX‑approved AI and analytics tools to inform pipeline management, performance coaching, and territory planning.

• Provide strategic direction and leadership to pursue retail business revenue objectives across the North TX branch network.
• Lead efforts to improve sales‑force execution and drive organic sales and revenue growth in loans, deposits, and member relationships.
• Anticipate industry trends, competitive moves, and member‑behavior shifts; translate insights into actionable retail sales plans.
• Assess opportunities for improvement and develop strategies, campaigns, and tactics to achieve sales goals.
• Partner with Marketing, Product, and Lending to align retail sales execution with enterprise growth priorities.

• Coach, develop, and motivate North TX branch sales leaders and teams to consistently exceed sales goals, fostering a culture of accountability and continuous improvement.
• Conduct regular performance reviews and strategy sessions with North TX branch leadership, call center, and lending teams to address gaps and reinforce accountability.
• Continuously refine and lead sales training programs for retail, call center, and lending environments, including onboarding, ongoing skills development, and product‑launch readiness.
• Model relatable, integrity‑based leadership; build collaborative partnerships across departments and peers.
• Identify high‑potential talent within retail operations and support succession and development planning with Human Resources.
• Operate with a high degree of autonomy while aligning closely with the Chief Retail Officer on strategic priorities.

• Analyze performance data to identify opportunities for enhancement; implement sales strategies, training programs, and process improvements.
• Establish and monitor branch‑ and individual‑level sales KPIs; ensure consistent measurement and accountability across the North TX network.
• Evaluate and optimize compensation and incentive plans for NTX branches; recommend adjustments to senior leadership to align with performance and retention goals, ensuring plans drive the right behaviors and remain compliant with UDAAP and Fair Lending expectations.
• Leverage Salesforce and other approved sales technologies as the system of record for pipeline, coaching, and performance management.
• Create sales reports and dashboards and provide regular performance feedback to the executive leadership team.

• Ensure retail sales practices are member‑centric, transparent, and fully compliant with UDAAP, Fair Lending, and applicable consumer‑protection regulations.
• Monitor sales activity, incentive outcomes, and member complaints for indicators of sales‑practice risk; elevate concerns promptly.
• Partner with Compliance, Risk, and Internal Audit on reviews of retail sales practices, incentive plans, and member outcomes.
• Ensure all North TX retail sales personnel complete required compliance and product training on schedule.

• Champion responsible adoption of CUTX‑approved AI tools that support pipeline prioritization, lead scoring, coaching insights, and territory analytics.
• Ensure human‑in‑the‑loop review on every AI output that influences employee performance evaluation, incentive payout, or member‑facing action.
• Provide feedback to the AI…