Vice President of Member Experience

The Vice President of Member Experience is accountable for how members experience Desert Financial Credit Union across every member-facing channel. It is a strategic, member-centric leader responsible for shaping and ensuring execution of the end-to-end member experience across all channels; branch, digital, contact center, and back-office. It is a highly consultative role, partnering with all key internal stakeholders to drive service innovation and excellence and to prioritize the work that will affect member touchpoints positively driving member loyalty and growth.

Responsible for defining, aligning, and advancing the Credit Union’s member experience across all lines of business by working across business teams and collaborating actively with technology partners. Ensuring products and tools are strategically aligned, member-centric by design, and continuously evolving to meet members’ needs in a fast-paced ever-evolving AI technological environment.

The position reports to the Chief Experience Officer and leads a team responsible for frontline operational excellence, experience insights & performance management, digital experience & design insight, and transformation.

• Member Experience
  
  Roadmap:
• Establishes a comprehensive member experience (MX) strategic roadmap aligned with enterprise goals and brand positioning.
• Defines target experience principles, standards, and service models across all member touchpoints.
• Establishes a multi-year roadmap for experience transformation initiatives, including digital and physical channels.
• Partners with Switch Think to evaluate, select and implement a technology ecosystem and tools that deliver the desired member experience
• Delivery & Transformation Execution:
• Leads execution of the experience roadmap in partnership with all key stakeholders that impact the member experience.
• Accountable for transformation and change outcomes on experience initiatives, including stakeholder alignment, readiness, training, and communications in shared ownership with the enterprise Change Management Director.
• Establishes the governance, decision rights, and accountability structures needed to move initiatives from design to adoption.
• Ensures consistency and personalization across channels with a one member, one experience mindset.
• Member Insights & Analytics:
• Partners with Marketing to leverage data and analytics to identify pain points, opportunities, and root causes.
• Establishes a consistent executive review cadence for experience performance.
• Leads closed-loop feedback for complaints, at-risk members, and employee-surfaced issues across member-facing channels
• Monitors and reports on key metrics (e.g., NPS, satisfaction, effort scores, member growth, product usage).
• Maintains a prioritized pipeline of experience improvements with projected and actual impact.
• Leads experimentation and pilots to test interventions before scaling and retires approaches that do not perform.
• Provides member-experience input to the enterprise digital and technology roadmap, including self-service expansion and channel modernization.
• Identifies and removes cross-channel friction, process waste, and role-design issues that degrade experience or increase cost.
• Cross-Functional Partnership & Enterprise Alignment:
• Partners closely with the VP, Product Strategy on membership-lifecycle plans;
  Marketing on member research and analytics;
  Operations on back-office handoffs that affect the member experience; and channel leaders on delivery.
• This leader partners with Switch Think's VP of Product Management to drive clarity and consistency across the digital ecosystem by documenting and prioritizing business requirements, evaluating existing capabilities, identifying opportunities for enhancement, and partnering with internal teams and external vendors to deliver best in class digital experiences for both existing and prospective members.
• Partners with technology (Switch Think) to share use-cases and business needs surrounding AI capabilities.
• Represents in cross-functional forums and contributes to executive and Board-level updates through the Chief Experience Officer.
• Leadership & Team Development:
• Builds,…