VP North TX Retail Sales

Job Description

Job Description:\n\nThe 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 ResponsibilitiesSales Strategy & Revenue GrowthProvide 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.Sales Leadership, Coaching & Talent DevelopmentCoach, 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.Performance Management, Reporting & CompensationAnalyze 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.Sales Practices, Risk & ComplianceEnsure 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.AI-Augmented Sales EnablementChampion 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. Performance Outcomes & KPIs 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 after action. Human-in-the-Loop Review Rate on AI Coaching/Performance Outputs. Monthly ▲ 100% QualificationsEducationBachelor’s degree required; equivalent combination of education, experience, and professional certifications considered.MBA or advanced degree in business, finance, or related field preferred.ExperienceMinimum 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.Licenses, Registrations, and CertificationsValid Texas driver’s license with a clean driving record (required for routine travel to CUTX branches).Knowledge & SkillsCharacter 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. Core Competencies 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 ExpectationsAI-Augmented Workflows The following workflows are AI-augmented in this role. The VP, North TX Retail Sales is expected to work fluently within these workflows, exercise sound judgment over AI outputs, and follow all applicable controls.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).AI Tier and Human-in-the-Loop Responsibility This role operates in AI Tier 2 for its principal AI-augmented workflows (see Appendix A). The VP, North TX Retail Sales retains accountability for any decision, communication, or member/employee-impacting action influenced by AI output, consistent with the CUTX Generative AI Usage Policy §3.4. The VP, North TX Retail Sales is required to:Apply human-in-the-loop review on every AI-generated coaching, performance, or prioritization output after it influences employee evaluation, incentive payout, or member-facing action.Stop reliance on AI output and escalate immediately if the output appears inaccurate, biased, non-compliant, or outside the role’s documented scope (Generative AI Usage Policy §3.5).Refrain from entering member NPI, confidential CUTX information, or material non-public information into any AI tool not approved for that data classification.Complete all required AI training within thirty (30) days of hire and maintain currency on annual refreshers.Ensure direct reports operating AI-augmented sales tools understand and follow the same review and escalation expectations.Approved AI Tools The role is approved to use the following AI tools in performing essential functions (subject to the Generative AI Usage Policy and any tool-specific guidance issued by the AI Council):CUTX-approved internal AI assistants (e.g., Sam) for general productivity and approved knowledge tasks.Microsoft Copilot for office productivity (drafting, summarization, spreadsheet support).Salesforce-embedded AI features approved by the AI Council for sales analytics and coaching insights.CUTX-approved sales analytics and BI tools used in conjunction with AI-generated insight. Use of AI tools outside this list requires prior approval from the role’s department leader and the AI Council, per the Generative AI Usage Policy §4.Prohibited AI Use In addition to the prohibited uses defined in the Generative AI Usage Policy §3.6, the following are specifically prohibited in this role:Using AI output as the sole basis for any adverse personnel action, including performance ratings, incentive adjustments, or termination decisions.Using AI output as the sole basis for any adverse member action or for member-facing communications without human review.Entering member NPI (account numbers, Social Security numbers, loan documents) or confidential CUTX information into any AI tool not approved for that data classification.Using consumer or unapproved AI tools to draft member-facing marketing, disclosures, or sales materials; these must be drafted from approved templates and reviewed per existing procedure. Compliance & Regulatory ResponsibilitiesEnterprise Compliance Obligations The VP, North TX Retail Sales is responsible for all enterprise compliance obligations applicable to a CUTX team member, including BSA/AML, OFAC, USA PATRIOT Act/CIP/CDD, GLBA and the Safeguards Rule, Fair Lending laws (ECOA/Reg B, Fair Housing Act), UDAAP, Information Security and Acceptable Use, and the CUTX Code of Conduct.AI-Specific Compliance Obligations The VP, North TX Retail Sales is responsible for the CUTX Generative AI Usage Policy (TRAIGA / HB 149-aligned), the CUTX AI Playbook (including Tier 2 obligations applicable to this role), and Texas Responsible Artificial Intelligence Governance Act (TRAIGA / HB 149) requirements applicable to the role.Role-Specific Compliance ObligationsUDAAP — oversight of retail sales practices, incentive design, and member communications to prevent unfair, deceptive, or abusive acts or practices.Fair Lending laws (ECOA / Regulation B, Fair Housing Act) — ensuring retail sales execution and incentives do not produce disparate treatment or impact.NCUA and applicable consumer-protection regulations governing retail deposit and lending product sales.Truth in Savings (Regulation DD) and Truth in Lending (Regulation Z) — accurate representation of product terms by retail sales staff.CUTX Retail Sales Practices, Incentive Compensation, and Branch Operations policies.BSA/AML, OFAC, and USA PATRIOT Act obligations as they apply to retail account opening and member relationships. Working Conditions & Physical Requirements This role is performed primarily on-site at the CUTX Corporate Office, with regular travel to North TX branches to coach leaders, observe sales execution, and engage with members and frontline staff. The work environment is office-based with no hazardous or significantly unpleasant conditions. Essential physical activities include the ability to remain stationary at a workstation for extended periods; operate a computer, telephone, and standard office equipment; communicate clearly by phone, video conference, email, and in person with employees, members, vendors, and executive stakeholders; review printed and electronic documents for accuracy; and occasionally lift and move up to 10 pounds. The role requires the reasoning ability to define problems, collect data, establish facts, and draw valid conclusions, as well as the language ability to read, analyze, and present complex business information. Reasonable accommodations will be made to enable individuals with disabilities to perform the essential functions of this role, consistent with the Americans with Disabilities Act and CUTX policy. Acknowledgement & Disclaimer This job description is intended to describe the general nature and level of work being performed by individuals assigned to this position. It is not intended to be an exhaustive list of all responsibilities, duties, and skills required, and CUTX reserves the right to modify, add to, or remove duties at any time as business needs require. Employment with CUTX is at-will. This job description does not constitute an employment contract.