Who Are We?
With an “A” health rating and solid year-over-year growth, San Francisco Federal Credit Union’s (SFFedCU) membership is now over 43,000 with assets surpassing $1.3 billion and branches located in San Francisco and San Mateo County. Continuing along it highly successful growth trajectory, SFFedCU is seeking an Assistant Vice President, Digital Sales and Service for our Golden Gate Branch in San Francisco.
The Position
We are seeking a dynamic and experienced Assistant Vice President (AVP) to lead our Digital Sales and Service team through an exciting transformation into a Virtual Banking Department. This role is critical in shaping the future of how we engage with members digitally, ensuring both exceptional service and strong financial performance.
The AVP will oversee digital sales and service efforts for the Credit Union’s financial products, targeting both prospective and current members. This includes providing strong leadership and support to the team, ensuring the achievement of monthly goals for membership applications, loan growth, and cross-selling products through digital channels—all while maintaining high-quality service standards.
This is a unique opportunity for a forward-thinking leader to drive meaningful change and help shape the future of digital banking within our organization.
Essential Functions and Responsibilities:
- Lead the transformation to a virtual banking model, aligning people, processes, and technology to deliver seamless digital member experiences.
- Design and implement upskilling initiatives to prepare team members for evolving job responsibilities, including digital engagement, virtual communication, and advanced product knowledge.
- Promote a culture of adaptability and continuous learning, empowering staff to thrive in a fast-paced, digitally driven environment.
- Provide strategic leadership to the Digital Sales and Service team to achieve goals in membership growth, loan origination, and product cross-sell.
- Analyze performance data to optimize service delivery, improve workflows, and uncover growth opportunities.
- Collaborate with Marketing, Business Development, Lending, and Wealth Management to drive member engagement and operational efficiency.
- Execute strategies that increase product penetration, strengthen member relationships, and elevate the Credit Union’s digital presence.
- Oversee digital retail channels for sales production, fulfillment, and service excellence.
- Standardize sales processes, refine marketing content, and support internal consulting efforts across departments.
- Enhance risk management through targeted training and process improvements to reduce exposure.
- Establish scalable processes to support consistent member engagement and manage escalations effectively.
•Provide ongoing coaching and development to boost performance, build product fluency, and foster confident member engagement.•Maintain service level agreements (SLAs) and oversee daily workflow and loan disbursement accuracy.•Conduct research, testing, and funnel analysis to identify trends and inform continuous improvement.
- Track KPIs and refine strategies to drive results in digital engagement, loan activity, and membership growth.
- Fulfill additional responsibilities to support organizational initiatives and team goals.
Who Are You?
Requirements, Skills, and Abilities
- Bachelor’s degree in business, finance, or a related field (or equivalent work experience).
- Minimum of seven (7) or more years of experience in digital sales, digital banking, or customerservice in a financial services environment, with at least 5 years in a leadership or managementrole.
- Proven track record of achieving sales targets in a digital sales environment, particularly in lending products and membership growth.
- Strong computing and Microsoft Office Suite skills including Word, Excel and PowerPoint.
- Highly advanced written and verbal communications.
- Ability to organize and direct the work of department personnel.
- Ability to devise and direct organizational strategies compatible with and responsive to acompetitive and rapidly changing environment.
- Ability to effectively manage multiple projects simultaneously.
- Strong public relations and interpersonal skills. Ability to project professional and business-likeimage on behalf of the Credit Union.
- Ability to display and execute excellent leadership qualities on an ongoing basis.
- Excellent leadership, communication, and interpersonal skills, with a proven ability to motivateand manage a high-performing team.
- Data-driven mindset with experience in performance tracking and analytics, including the abilityto use insights to drive business decisions.
- In-depth knowledge of digital banking technologies, online banking platforms, and mobileapplications.
- Strong understanding of compliance, regulatory requirements, and security standards in digitalbanking.
- Experience working in a credit union or community financial institution is a plus.