Sharonview Federal Credit Union
A leader at creating operational efficiencies within an organization in support of the organizational strategic objectives with broad-based experience in strategic planning, business development, key account growth, customer service and employee engagement. A talented leader in building a team of collaborative, well skilled, focused teammates with the expectation to be the beacon for collaboration, results in performance and talent development for the company. High level of experience in building relationships and re-inventing market operations to scale for business growth. Extremely analytical in dealing with complex business issues and implementing key improvements to ensure short and long-term strategic initiatives are achieved Under the direction of the COO, the VP of Member Experience is responsible for implementing strategies that attain business plan objections for service, growth, and profitability and provides direction and structure for Business Intelligence, Product Management, Ecommerce and Member Contact Center. The VP of Member Experience is responsible for directing and coordinating day-to-day activities, directing staff, monitoring results and making necessary changes to achieve the goals and objectives of the business plan while creating an atmosphere that supports an engaged staff. • Assists the Executive Management Team in the development of credit union strategic direction, operational, and financial goals. • Maximize credit unions’ use of data to build products, promotions and strategies to grow and retain membership. • Serve as the leader for the credit union in building and implementing end to end member experiences and processes that deliver on the credit union mission. • Directs short-term and long-range planning and budget development to achieve strategic targets. • Partner with VP of Branch Delivery and marketing to development and implement an annual Business Plan to accomplish budgeted objectives dictated by the annual Business Plan and Budget. • Performs analysis of market areas, consistent with Sharonview’s Business and Strategic Plan to target specific markets for growth opportunities. • Created a unique segmentation of membership using multiple data points which provided a full view of membership behavior and needs. • Leveraged segmentation to reduce marketing cost by being target specific while increasing response rate. • Partner with VP of Branch Delivery to ensure maximum effectiveness in reaching credit union goals and objectives by maximizing Member relationships to ensure high levels of Member service and satisfaction. • Proven ability to use Big Data and analytics to drive business process improvement and success. • Created and established the Business Intelligence Team to be the centralized report creation for the organization while data mining to create visibilities and processes to help meet strategic company goals. • Created and implemented automated preapproval process for targeted marketing which increased monthly consumer lending by $6.6 million dollars. • Created and implemented an automated preapproval process based on propensity to accept the consumer and mortgage offers which accounts for 30% of lending per month. • Created and implemented an automated propensity model to drive share growth. • Created and implemented Operational Excellence process organization wide to ensure simplicity, effectiveness, and efficiency for all change and issue management. • Created and implemented member segmentation for lifecycle targeted marketing. • Managed website overhaul which increased monthly new user visit by 20% in first month of implementation. • Managed and implemented several digital banking products with high adoption rates by members. • Manage a staff of 30+ team members of four different departments.
Areas of Interest
Datawarehousing, Analytics Models, Business Operations, Marketing, Card Services, Digital Products, Deposit Products, Consumer Loans, Risk, Collections, Mortgage