The Chief Retail Officer (CRO) is a member of the Executive Leadership Team responsible for leading KeyPoint Credit Union's retail growth strategy and achieving measurable growth in membership, consumer and business deposits, consumer and small business loans, wealth relationships, and overall relationship depth.
The CRO provides executive leadership for the
Branch Network, Business Banking, and Wealth Management functions. The position is accountable for acquiring new consumer and business relationships, deepening existing relationships, expanding KeyPoint's market presence, and strengthening its position as members' primary financial institution.
A key priority is developing KeyPoint's small business banking franchise, including growing business deposits and loans, expanding business relationships, and leveraging the branch network and community presence as sources of business development.
Responsibilities: Executive & Growth Leadership- Serve as a member of the Executive Leadership Team and participate in strategic planning and enterprise decision-making.
- Develop and execute KeyPoint's retail growth strategy aligned with organizational, financial, and risk objectives.
- Establish measurable goals for membership, deposits, loans, business banking, wealth management, and relationship growth.
- Identify market, demographic, competitive, and geographic opportunities to expand KeyPoint's presence and market penetration.
- Establish accountability for business-line performance and provide regular reporting to the CEO and Board on results and strategic initiatives.
Retail & Branch Growth- Lead the branch network with accountability for member acquisition, consumer deposits, loan production and referrals, relationship development, and branch productivity.
- Establish branch and market-level growth objectives and performance standards.
- Build a relationship-based sales culture emphasizing business development, referrals, outbound calling, and relationship deepening.
- Position branch leaders as local market leaders responsible for developing relationships with consumers, businesses, employers, community organizations, and centers of influence.
- Develop strategies to increase checking relationships, product penetration, retention, and primary financial institution relationships.
- Evaluate branch and market performance and recommend expansion, optimization, relocation, or other changes to the branch network.
Business Banking & Small Business Growth- Develop and execute KeyPoint's small business banking strategy with measurable objectives for business membership, deposits, loans, retention, and profitability.
- Identify priority business segments and markets and develop targeted acquisition strategies.
- Establish an effective branch-to-business referral model and disciplined business-development practices, including prospect pipelines, lead management, outbound calling, and centers of influence.
- Develop relationships with key business members, prospects, chambers, professional organizations, and community partners.
- Partner with Marketing on targeted business acquisition and lead-generation strategies.
- Partner with Lending and Credit leadership to grow small business lending while maintaining sound credit quality.
- Drive growth and adoption of business deposits, treasury management, payment services, digital banking, and other business solutions.
- Identify gaps in KeyPoint's business products and capabilities and recommend enhancements necessary to compete effectively.
- Connect business relationships with the consumer banking, lending, mortgage, and wealth management needs of business owners and their employees.
Wealth Management- Provide executive leadership and strategic direction for KeyPoint's Wealth Management business and related partnerships.
- Develop strategies to grow assets under management, new wealth relationships, member participation, and revenue.
- Establish effective referral channels across branches, Business Banking, Mortgage, and other member-facing functions.
- Establish performance expectations for referrals, conversion, new relationships, assets under management, retention, and overall program performance.
Sales, Market & Performance Management- Establish a consistent sales and relationship-management culture across Retail, Business Banking, and Wealth Management.
- Maintain performance dashboards covering membership, deposits, loans, wealth relationships, referrals, pipelines, conversion, and relationship depth.
- Use data and analytics to identify market opportunities, member segments, performance gaps, and resource priorities.
- Partner with Marketing on consumer and business acquisition campaigns, segmentation, promotions, and market-development initiatives.
- Provide market insight regarding products, pricing, promotions, and capabilities needed to support growth.
- Ensure sales practices and incentive programs promote ethical, sustainable, and member-focused growth.
Financial, Risk & Leadership- Develop annual plans and budgets for assigned functions and ensure achievement of financial and strategic objectives.
- Monitor business-line growth, productivity, profitability, deposit mix and cost, loan production, and relationship value.
- Ensure assigned functions operate in compliance with applicable laws, regulations, policies, procedures, and internal controls.
- Partner with Risk, Compliance, Lending, Finance, Information Security, and Internal Audit to appropriately manage business risks.
- Recruit, develop, coach, and retain high-performing leaders and teams.
- Establish a culture of accountability, collaboration, member service, business development, and disciplined execution.
- Build organizational bench strength and support succession and leadership development.
Areas of Responsibility- Branch Network and Retail Delivery
- Member Acquisition and Relationship Development
- Consumer Deposit and Loan Growth
- Business Banking and Small Business Development
- Business Deposits, Lending, and Treasury Management
- Wealth Management
- Market Development and Centers of Influence
- Growth Analytics and Performance Management
Key Measures of Success- Net membership growth and retention
- Consumer and business deposit growth
- Consumer and small business loan growth
- New consumer and business relationships
- Primary financial institution relationships and product penetration
- Wealth Management assets under management and relationship growth
- Branch productivity and market performance
- Business-development pipeline and referral conversion
- Financial performance of assigned business lines
- Achievement of strategic growth objectives
Physical Requirements: (Including lifting, sitting, walking, bending, reaching and squatting % of time in each function)Indoor office environment. ½ height partitions, no door. Standing 10%,
walking 20%, and sitting 70%. Lift up to 30 pounds, up to 3 hours per month. Some carrying, bending, reaching, kneeling/squatting involved. Frequent use of stairs. Daily work in a retail banking branch environment; no hazardous conditions; frequent local travel; occasional out-of-town travel.
Minimum Requirements:Experience- Minimum ten years of progressive leadership experience within banking, credit unions, or financial services, including at least five years in senior or executive leadership.
- Demonstrated success leading retail, branch, business banking, deposit, lending, wealth management, or related financial-services functions.
- Demonstrated track record of measurable growth in members/customers, deposits, loans, revenue, or financial relationships.
- Experience leading multi-location retail banking operations and executing sales, business-development, and market-growth strategies.
- Experience developing or leading small business banking strategies, including deposits, lending, treasury management, and relationship acquisition.
Knowledge & Skills- Strong retail banking, financial, and business acumen.
- Extensive knowledge of consumer and small business banking, deposits, lending, treasury management, wealth management, and delivery channels.
- Strong sales leadership, business development, coaching, analytical, and performance-management capabilities.
- Ability to translate market intelligence and performance data into actionable growth strategies.
- Ability to balance growth, member value, financial performance, regulatory requirements, and prudent risk management.
- Exceptional leadership, communication, collaboration, and relationship-building skills.
