Vice President - Sales Strategy

Welcome to PeoplesBank! We are the largest mutually chartered bank in Western Massachusetts and Northern Connecticut, proud to lead the way in green values, sustainable energy financing, and charitable giving. Our commitment to operating in the best interest of our customers is matched by our dedication to fostering an inclusive and engaging work environment. We offer excellent compensation, workplace flexibility, and a competitive benefits package to our associates. Our award‑winning culture has earned us recognition as the

Best Place to Work

and the

Best Local Bank . Join our team of dedicated and innovative individuals and be a part of our dynamic, successful organization. Let’s make a difference together!

Summary
The Vice President, Sales Strategy is a key leadership role responsible for driving the development and execution of strategic growth initiatives across the bank. This position focuses on expanding market share, strengthening customer engagement, and delivering sustainable financial performance in alignment with the bank’s mission as a mutual community institution. The leader partners closely with senior leadership and cross‑functional teams—including Retail, Consumer, Commercial Banking, Cash Management, Wealth, and Private Banking—to design and implement sales strategies, enhance processes, and identify new market opportunities. The role also plays a critical part in advancing the One Bank strategy by aligning sales efforts, improving customer acquisition and retention, and ensuring consistent execution of growth initiatives. The ideal candidate brings a strong background in banking strategy and business development, with the ability to leverage data, market insights, and customer needs to drive innovation, profitability, and long‑term relationship growth. A collaborative leadership style, commitment to community values, and focus on measurable results are essential to success in this role.

Essential Duties And Responsibilities

Lead the development and implementation of growth strategies across Retail Banking, Consumer Banking, Commercial Banking, Cash Management, Peoples Wealth, and Private Banking.

Identify repeatable sales and business development processes and create documentation to ensure consistency in execution.

Develop and execute an ongoing acquisition and retention strategy in collaboration with Marketing, Corporate Responsibility, and the business lines that align with the Strategic Plan and the Sales Strategy committee objectives.

Manage the sales program and align processes within the CRM system to ensure engagement and efficiency.

Collaborate with senior leadership to establish individual goals that closely align with division growth initiatives and connect to the overall strategic plan for the bank.

Serve as a key member of the One Bank strategy team, supporting the execution of related strategic initiatives and events tied to new banking center openings and One Bank growth.

Assist in identifying and evaluating new market opportunities, including geographic expansion and customer segments.

Identify new product ideas through customer insight and market research around competitive pricing and product offerings. Manage the Product Subcommittee and facilitate meetings.

Partner with technology and operations teams to understand the impact of products and services being sold, ensuring alignment in supporting the customer and delivering our brand promise.

Champion initiatives that deepen relationships with existing customers and attract new ones.

Ensure growth strategies reflect the bank’s commitment to community values and mutual ownership.

Cultivate strategic partnerships with local businesses, nonprofits, and other financial institutions.

Partner with Corporate Responsibility to coordinate community outreach efforts and funding that align with the goals of the strategic plan.

Establish and implement KPIs and metrics to measure the success of growth initiatives.

Report regularly to the executive team on progress and outcomes.

Completes all yearly compliance training and testing and complies with bank, federal, and state regulations. Adheres to Bank Policies and Procedures and departmental and bank‑wide CARE standards.

Other related duties as required.

Education And Experience

Bachelor’s degree in Business, Finance, Marketing, or a related field; equivalent experience may be considered in lieu of a degree.

Minimum of 10 years of experience in banking or financial services, with a focus on strategy, growth, or business development.

Experience implementing effective sales strategies, meeting goals, and coaching/mentoring others to do the same.

Skills Required

Proven track record of leading successful growth initiatives in a community‑focused or mutual banking environment.

Strong analytical, leadership, negotiation, and communication skills.

Deep understanding of regulatory requirements and risk management in banking.

Commitment to community values and customer‑centric service.

Computer/Technical Skills

Proficient in Microsoft Office Suite.

Familiar with CRM (Creatio).

Work Environment And Physical Demands
The working conditions and physical demands described here are representative of those that must be met by an associate to successfully perform the essential functions of this job. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions. While performing the duties of this job, the associate is regularly required to sit, use hands to sort, write and keyboard, and to listen and speak. The associate is frequently required to reach, walk, stoop, and crouch. The associate is occasionally required to stand, lift, bend, drive and travel.

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