Retail Sales Coach

Retail Sales Coach

The Retail Sales Coach is a high-impact, field-based performance leader responsible for elevating sales capability, employee proficiency, and branch execution across a multi-location retail network. Supporting a growing footprint of 25+ branches across three regions, this role drives the consistent adoption of our interaction model, deepens product expertise, and strengthens partner referral behaviors through structured onboarding, targeted coaching, and data-driven performance consulting.

Operating with a dotted-line partnership to Regional Managers and direct collaboration with Branch Managers, the Sales Coach accelerates new-hire proficiency, improves frontline sales effectiveness, and identifies systemic opportunities that enhance the overall member experience. This position requires mastery of our performance dashboard, CRM, and full product suiteincluding deposits, loans, protection products, and home equity solutionsalong with the ability to translate insights into actionable plans that improve results.

The Sales Coach is a trusted advisor to retail leadership, regularly presenting findings, recommending solutions, and contributing to annual goal planning, incentive design, and sales program evolution. With significant field presence (75% travel) and strong cross-functional influence, this role serves as a key talent-development engine for the organization, with clear pathways into future leadership roles such as Sales Manager, Branch Manager, Regional Manager, Business Partner, or Program Manager.

Essential duties and responsibilities include but not limited to the following. Other duties may be assigned.

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• Drive New-Hire Sales Onboarding Lead structured onboarding cohorts of 410 new employees, ensuring proficiency in the interaction model, product knowledge, sales tools, partner referrals, and CRM usage within a 3-month ramp period.
• Deliver Targeted One-on-One Coaching Maintain a rotating roster of 510 existing teammates per region, providing individualized coaching, show coaching, and sales planning to elevate performance within 24 month cycles.
• Develop and Execute Action Plans Partner directly with Branch Managers to create and implement performance action plans, documenting progress and CC'ing Regional Managers on all coaching recaps and follow-up.
• Analyze Performance Data Use the performance dashboard, CRM insights, and sales reporting to identify trends, diagnose gaps, and translate data into actionable coaching strategies.
• Strengthen Cross-Channel Partnerships Coach frontline teams on effective referral behaviors and collaboration with Business Banking, Mortgage, and Investment partners to drive multi-channel growth.
• Enhance Product Expertise Maintain deep knowledge of all retail products, including deposits, consumer loans, protection products, and home equity solutions, and coach teams to confidently position them with members.
• Lead Monthly Sales Meetings Design and facilitate monthly sales meetings for FSRs, reinforcing best practices, celebrating wins, and aligning teams to regional and organizational priorities.
• Create Sales Contests and Engagement Programs Build and execute frontline sales contests and engagement initiatives that drive motivation, accountability, and performance consistency across branches.
• Identify and Implement Sales Tools Evaluate, pilot, and roll out new sales tools and resources that improve efficiency, member experience, and sales effectiveness.
• Present Insights to Leadership Prepare and deliver presentations to Regional Managers, senior leaders, and cross-functional partners, highlighting field insights, performance trends, and recommended solutions.
• Support Goal and Incentive Planning Contribute to annual sales goal development, incentive design, and program enhancements by providing field-level intelligence and performance analysis.
• Maintain High Field Presence Spend approximately 75% of time in branches across the assigned region, with limited overnight travel, to ensure consistent coaching, visibility, and execution support.
• Escalate Performance Issues Identify and escalate performance concerns to Branch Managers and Regional Managers, providing documentation, coaching logs, and recommended next steps.
• Champion Culture, Engagement, and Development Reinforce a high-performance sales culture, support employee engagement and retention efforts, and serve as a development partner for future leaders.
• Maintains knowledge and adheres to all BSA regulations and compliance standards on internal and external policies.
• Effectively incorporates concepts of CARES Principles in daily behaviors and interactions:
• Connect Create meaningful relationships
• Ask Be intentionally curious
• Resolve Actively seek solutions
• Elevate Never stop improving
• Strengthen Be the difference

This position has no formal, direct supervisory responsibilities although will work with leaders and peers in the organization to drive results. The Retail Sales Coach operates through influence rather than direct supervisory authority, partnering closely with Branch Managers and Regional Managers to drive coaching plans, escalate performance concerns, and hold frontline teams accountable to standards. The role carries shared accountability for the development and performance of frontline employees across assigned branches, in close coordination with each branch's direct supervisory chain.

Contributes to the organization's mission statement and goals by providing the highest quality of coaching and field support, treating each teammate professionallywith warmth, courtesy, and respectand making a personal effort to help every employee feel capable, supported, and set up to succeed. Drives measurable improvement in new-hire ramp time, frontline sales effectiveness, and referral behaviors across the assigned region. Maintains a high level of field presence, coaching consistency, and data-driven follow-through. Builds trusted, collaborative relationships with Branch Managers, Regional Managers, and cross-functional partners. Presents ideas clearly using respectful language, tone, and body language.

Work is performed in a professional credit union environment with frequent interaction with members and coworkers. This position requires working on-site during regular business hours. Regular use of standard office equipment and extended periods of sitting, standing, and computer work may be required. Regular interaction with coworkers, members, and/or management through both in-person and virtual communication platforms is required.

Bachelor's Degree Preferred Bachelor's degree preferred; equivalent experience in high-performance retail or financial services considered.

8+ Years of Retail Banking Experience Minimum of eight years in retail banking, financial services, or a comparable sales-driven environment with demonstrated success in member engagement, product positioning, and referral behaviors.

5+ Years of Coaching/Leadership or Equivalent Experience Experience coaching frontline employees, leading teams, or driving performance improvement across multiple locations.

Proven Success in Sales Execution Track record of achieving or exceeding sales goals, improving conversion rates, and influencing sales behaviors through structured coaching or leadership.

Expertise in Financial Products Deep understanding of deposits, consumer loans, protection products, HELOC/HELOAN, and partner channels including Business Banking, Mortgage, and Investments.

Experience Using CRM and Performance Dashboards Demonstrated ability to analyze CRM data, interpret performance dashboards, and translate insights into actionable coaching strategies.

Facilitation and Training Experience Experience delivering training, leading onboarding programs, or facilitating group learning sessions.

Executive Communication Experience Experience preparing and presenting insights, recommendations, or performance updates to senior leaders.

Multi-Site or Field-Based Experience Prior experience supporting multiple branches, regions, or business units with significant travel expectations.

None Required.

Advanced Coaching & Development Skills Ability to deliver structured coaching, show coaching, and performance planning that drives measurable behavior change across multiple branches.

Data-Driven Decision Making Strong analytical capability to interpret performance dashboards, CRM insights, and sales reports to identify trends, diagnose gaps, and recommend targeted solutions.

Expert Product & Sales Knowledge Deep understanding of deposits, loans, protection products, HELOC/HELOAN, and partner channels, with the ability to coach confident product positioning and referral behaviors.

Exceptional Communication Skills Ability to communicate clearly and persuasively with frontline staff, managers, regional leaders, and senior executives through written, verbal, and presentation formats.

Strong Facilitation & Training Ability Skilled in leading onboarding cohorts, facilitating group learning, and creating engaging sales meetings that reinforce best practices and drive adoption.

Influence Without Authority Proven ability to influence behaviors, drive accountability, and shape execution across multiple branches without direct supervisory responsibility.

Cross-Functional Collaboration Ability to partner effectively with Branch Managers, Regional Managers, Business Banking, Mortgage, Investments, HR, and other internal teams to support organizational goals.

Strategic Problem-Solving Ability to identify systemic issues, uncover root causes, and propose practical, scalable solutions that improve sales performance and member experience.

High Field Mobility Comfortable spending approximately 75% of time in branches across the region, with the flexibility to travel and adapt to varying branch environments.

Executive Presence Confidence and professionalism to present insights, recommendations, and performance updates to senior leaders and cross-functional partners.