Vice President of Retail Sales, Strategy & Service

General Information 

Primary Location: Grand Rapids, MI

Employee Status: Full-Time

Workplace Type:  Fully On-Site

Who we are:

At LMCU, you'll find more than just a job - discover a fulfilling career where your contributions truly matter.

Join our talented team at Lake Michigan Credit Union and discover the difference an employer who puts people first can make in your career and life.

About this position: 

The Vice President of Retail Sales, Strategy & Service is responsible for shaping, executing, and elevating LMCU’s enterprise-wide sales, service, and growth strategy. This role combines strategic sales design, market leadership, and operational excellence to deliver sustainable growth, deepen member relationships, and strengthen LMCU’s competitive position across all markets. Serving as a key member of the Retail Leadership Team, the VP ensures alignment between retail sales strategy, branch execution, service delivery, and organizational priorities. With six Regional Directors and cross-functional teams as core partners, this leader drives a high-performance culture rooted in accountability, innovation, strategic clarity, and exceptional member experiences. 

What you’ll do: 

Sales Strategy, Market Growth & Strategic Enablement

• Design, lead, and continuously refine LMCU’s enterprise retail sales strategy, ensuring clear alignment with the One Page Strategy and long-term organizational priorities.
• Develop data-driven sales strategies that accelerate growth in deposits, loans, memberships, and business banking relationships while supporting unique regional needs.
• Partner with Regional Directors to identify emerging opportunities, competitive dynamics, and community‑specific trends.
• Create innovative sales tools, playbooks, and frameworks that empower frontline teams to deliver consistent, high‑quality, member‑centric experiences.
• Leverage insights, analytics, and market intelligence to prioritize high‑impact opportunities and strengthen LMCU’s competitive position.
• Drive strategic partnerships, community engagement initiatives, and new growth channels to expand LMCU’s footprint and deepen member relationships.

Leadership, Talent Development & Cultural Stewardship

• Lead, develop, and coach Regional Directors, fostering a culture of ownership, accountability, collaboration, and continuous improvement.
• Serve as a visible, inspirational leader who models LMCU’s mission and values across all retail locations.
• Support leadership development, succession planning, and talent optimization across the retail network.
• Provide strategic and execution support to regional and branch leadership to promote high performance and consistent delivery of KPIs.
• Influence across the enterprise to ensure alignment between Retail, Lending, Operations, Marketing, Digital, and Member Experience teams.

Operational Excellence & Member Experience Leadership

• Oversee regional financial performance including budgeting, productivity optimization, and resource allocation.
• Ensure operational consistency, regulatory compliance, and adherence to LMCU’s service and sales standards.
• Simplify performance dashboards, KPIs, and reporting so leaders receive clear, actionable insights.
• Develop real-time analytics to drive proactive decision-making and rapid course correction at all levels.
• Support enterprise change management initiatives supporting innovation, transformation, and strategic evolution.
• Elevate member experience by embedding financial wellness, proactive engagement, and consultative conversations into every interaction.
• Strengthen LMCU’s community presence through strategic involvement and member-focused initiatives.

What you’ll bring:

• 10+ years of progressive leadership experience in retail banking, credit unions, or financial services.
• Proven success in developing and executing sales strategies within multi-branch, multi-market environments.
• Strong analytical and strategic thinking skills with the ability to translate complex data into actionable insights.
• Exceptional communication, facilitation, and relationship-building capabilities.
• Demonstrated ability to lead leaders and influence