Vice President of Retail Banking

Job Title:

Vice President of Retail Banking

Department:
Operations

Reports To:

Chief Operations Officer

Established in 1928 and driven by a goal to make life more comfortable for our community, Webster First Federal Credit Union has grown to an over one-billion-dollar financial institution, serving over 90,000 members across our banking and lending services. Our mission is to leverage who we are as a credit union to empower our members to live their best financial lives.

We focus on members, not profits, and our values of strength, exceptional service, and “New England authenticity” are at the heart of everything we do.

We can’t do it without an exceptional workforce! With approximately 250 employees spread across 15 locations in Massachusetts, Webster First Federal Credit Union is committed to empowering a diverse and inclusive workforce that is representative of the community we serve. Our members come from all walks of life and, not unintentionally, so do our staff. We hire great people from a wide variety of backgrounds, not just because it’s the right thing to do, but because it makes us stronger.

The Vice President (VP) of Retail Banking provides leadership and sets strategic direction for the Credit Union’s retail delivery network, including branch operations, member experience, and frontline sales and service performance. Reporting to the Chief Operating Officer (COO), this role is responsible for translating organizational strategy into consistent, high-performing branch operations that drive member growth, engagement, and satisfaction.

• Champion a proactive, member-focused service culture across all branches while embedding a robust sales culture that drives growth in deposits, loans, and other retail products.
• Develop and implement consultative sales strategies that prioritize understanding member needs, recommending appropriate products, and building long-term relationships.
• Drive initiatives that support member acquisition, retention, and product penetration.
• Partner with Training and Development to deliver ongoing sales training programs, including product knowledge, cross-selling techniques, and compliance requirements.
• Utilize data-driven insights (e.g., product penetration rates, member adoption metrics, Net Promoter Score) to identify opportunities for sales growth and service improvement.
• Ensure all sales activities are conducted ethically, transparently, and in alignment with the credit union’s values and regulatory requirements.
• Lead initiatives to enhance the member experience by integrating sales efforts with personalized service.
• Encourage collaboration between branches and departments to share best practices, success stories, and innovative approaches to sales and member engagement.
• Implement initiatives for continuous improvement in both sales and service delivery.
• Provide direct leadership, coaching, and performance management for Vice Presidents of Branch Administration, ensuring accountability for results across their respective regions.
• Set clear expectations, goals, and performance standards for retail leadership and cascade accountability throughout the branch network.
• Build a strong, engaged leadership bench by identifying, developing, and retaining high-performing retail and branch leaders.
• Foster a culture of collaboration, accountability, inclusiveness, and continuous improvement across all retail teams.
• Meet with Chief Operations Officer regarding operational issues and overall operational policy and procedural performance of employees and branches.
• Partner closely with Human Resources on succession planning, leadership development, workforce strategy, and engagement initiatives.

• Develop and execute the retail banking strategy in alignment with the Credit Union’s mission, values, and enterprise goals.
• Serve as a key member of the senior leadership team, contributing to organizational planning, performance, and culture.
• Identify opportunities to enhance the branch model, delivery channels, and member experience in response to evolving member needs and market trends.