VP North TX Retail Sales

VP North TX Retail Sales

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.
Key Responsibilities

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; escalate 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 Council and the AI Team on the effectiveness, accuracy, and risks of AI tools deployed in retail sales.
Outcome - Primary KPI - Cadence - Target / Direction
North TX retail sales meets or exceeds revenue targets. - Retail Revenue vs. Plan

net interest income and non-interest income against annual plan. - Monthly - ? 100% of plan
Branch network grows loan and deposit balances organically. - Net Loan and Deposit Growth

change in retail-originated balances net of attrition. - Monthly - [Target

confirm with CRO]
Branch sales teams consistently achieve production goals. - Goal Attainment Rate

% of branch employees achieving ? 100% of assigned sales goal. - Monthly - ? 75%
Member relationships deepen across products. - Products per Household

average number of CUTX products held by retail members. - Quarterly - [Target]
Retail sales practices remain compliant and member-centric. - Sales-Practice Exceptions

confirmed UDAAP or QA exceptions. - Quarterly - 0 material findings
AI-augmented sales insights are reviewed before action. - Human-in-the-Loop Review Rate on AI Coaching/Performance Outputs. - Monthly - 100%
Qualifications

Bachelor's degree required; equivalent combination of education, experience, and professional certifications considered.
MBA or advanced degree in business, finance, or related field preferred.
Minimum seven (7) years of progressive sales experience, including at least three (3) years in a sales leadership role.
Minimum five (5) years of banking or credit union experience.
Minimum four (4) years of experience working in a selling role and with sales technology and CRM software (Salesforce strongly preferred).
Demonstrated success delivering revenue results, measuring sales performance, and holding teams accountable.
Prior credit union experience preferred.
Prior experience using AI- or analytics-driven sales enablement tools preferred.
Valid Texas driver's license with a clean driving record (required for routine travel to CUTX branches).
Character built on integrity and sincerity; relatable and approachable leadership style.
In-depth knowledge of consumer banking sales strategies, methods, and employee motivation techniques.
Strong working knowledge of CUTX's products, competitive products, and the retail banking market.
Strong knowledge and hands-on utilization of Salesforce or equivalent CRM platforms.
Strategic planning, organizational, and creative thinking skills.
Exceptional leadership skills, including the ability to lead and motivate teams across multiple North TX locations.
Basic mathematical skills as applied to financial services (interest, percentages, commissions, proportions).
Strong written and verbal communication; able to present to executive leadership, the Board, and external stakeholders.
Working knowledge of UDAAP, Fair Lending, and BSA/AML obligations as they apply to retail sales practices.
Competency - Proficiency - Why It Matters in This Role
Sales Leadership - Advanced - The role is accountable for setting strategy and driving execution across the entire North TX retail sales organization.
Strategic Thinking - Advanced - The VP must anticipate industry trends, identify growth opportunities, and translate them into actionable retail sales plans.
Coaching & Talent Development - Advanced - Sustained results depend on the VP's ability to develop North TX branch leaders and frontline sales talent.
AI Literacy - Intermediate - The role oversees Tier 2 AI workflows supporting pipeline, coaching, and performance analytics and is accountable for human-in-the-loop review.
Member Centricity - Advanced - Sales practices must deepen member relationships without compromising trust; the VP sets the tone for member-centric selling.
Risk & Compliance Orientation - Advanced - Incentive design and sales-practice oversight carry direct UDAAP, Fair Lending, and reputational exposure.
Executive Communication - Advanced - The role regularly reports performance, strategy, and risk indicators to executive leadership and may present to the Board.
Collaboration - Advanced - North TX retail sales results depend on partnership with Marketing, Lending, Product, Operations, HR, and Compliance.
AI & Technology Expectations

AI-assisted pipeline prioritization and lead scoring within Salesforce and CUTX-approved sales platforms.
AI-generated coaching insights highlighting individual and branch performance patterns for leader review.
Sales performance and territory analytics, including predictive insight into North TX branch production trends and attrition risk.
AI-assisted drafting and summarization of sales communications, training content, and performance reporting (with human review).
This role operates in AI Tier 2 for its