Senior Vice President, Retail & Commercial Sales

Massey Henry is pleased to support the recruitment for a Senior Vice President, Retail & Commercial Sales (“SVP”) on behalf of WFCU Credit Union (“WFCU”) , a leading, progressive, financial organization headquartered in Southwestern Ontario.

About WFCU Credit Union

WFCU Credit Union (“WFCU”) is a leading, progressive, financial organization headquartered in Southwestern Ontario. Rooted in its mission to improve the lives of its members, staff, and the communities it operates in, WFCU has been proudly serving residents, community organizations, small businesses, commercial entities, and public institutions for over 84 years.

WFCU is the sixth-largest credit union in Ontario and the 21st largest credit union in Canada. WFCU operates nine retail locations across Windsor-Essex, one in Chatham, one in London, and three in the Waterloo Region through ECU – A Division of WFCU Credit Union. WFCU also operates the digital entity, Omnia Direct.

Through its variety of service channels, including online and mobile banking, live telephone banking, and ATM services, WFCU and its divisions have become the financial institution of choice for 73,000+ members across Ontario. WFCU ended its fourth quarter with $5.2B in total assets (numbers as at May 31, 2024).

Core Values

• Directors: Our Board of Directors will represent the best interests of our members and ensure that corporate planning, policies, and strategic direction is in place to effectively promote the interests of our members.
• Innovation: We will continuously seek progressive and innovative methods to better serve our members and our communities.
• Ethics: We will conduct business of the organization with the highest standards of honesty and ethics.
• Excellence of Service & Quality: We are dedicated to providing a level of quality service which will best assist our membership.
• Management & Staff: We will provide an atmosphere of cooperation allowing individual input towards the successful achievement of the strategic direction.
• Integrity: We will adhere to high moral actions and will pledge to operate in a straightforward and principled manner.
• Members: Our members and service to our members are our highest priority.

The Opportunity

The Senior Vice President, Retail & Commercial Sales (“SVP”) is an inaugural role at WFCU Credit Union (“WFCU”), responsible for leading retail and commercial sales and collaborating with the executive team to drive the credit union’s successful performance and growth in the Canadian credit union sector.

The SVP contributes to the development and implementation of strategic plans, effectively translating them into departmental objectives. The SVP drives retail and commercial growth, along with wealth and insurance, and plays a pivotal role in supporting WFCU with executing on its strategic growth plan and expansion beyond the borders of Southwestern Ontario.

Key Responsibilities

• Direct the development and execution of the business development strategy and plans that will drive sales, increase revenue, expand markets, and accomplish the credit union’s financial objectives.
• Build and manage high performing retail and commercial sales teams.
• Foster a culture of sales and service excellence; coaching staff members as required.
• Define clear expectations and performance metrics for the sales teams.
• Research and analyze the business environment, competitors, and current/potential members.
• Manage the credit union’s capital and liquidity levels and establish pricing parameters on all retail and commercial loans.
• Develop a wide network of contacts to keep informed about current and future sector and market activities.
• Manage staffing levels in the retail, small business, and commercial departments.
• Work with the senior leadership team to develop and implement annual sales goals and plans.
• Ensure adherence to all policies, procedures, and guidelines to protect the credit union and its members.

The Individual

The Senior Vice President, Retail & Commercial Sales (“SVP”) is a seasoned retail and commercial banking leader with 10+ years of executive experience. A visionary and dynamic leader, the SVP brings a proven track record of developing and executing strategic business development plans to drive sales, increase revenue, and expand into new markets.

Key Qualifications

• 10+ years of relevant retail and commercial banking executive experience.
• Demonstrated history of holding progressively senior roles with increasing responsibility.
• Excellent interpersonal and communication skills.
• Demonstrated success in business development, with a focus on driving revenue growth.
• Strong leadership skills, with the ability to motivate and inspire a team.

Education

• A post-secondary degree in business or finance.
• Advanced degree such as an MBA (considered an asset).
• CFP and experience in life insurance and related products is an asset.