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Director, Segment Strategy & Member Experience


First West Credit Union is a tight-knit team of smart, friendly, creative, skillful and passionate professionals spread across British Columbia and beyond. We’ve come together because we believe in making a real difference in people’s financial lives. We believe that keeping things simple, showing leadership, and banking cooperatively can change the world for the better.

The position has two primary areas of focus: 1) Develop and implement a member experience and multi segment expansion strategy for all lines of business with a key mandate to continuously reinvent the FW branches to ensure future profitability; and 2) provide oversight to the Member Experience and Sales Effectiveness models. This role has cross channel and cross line of business focus, spanning branch, contact centre and marketing distribution channels with a view to growing share of wallet in all lines of business. 

1.            Segment Strategy Development:  Working with senior leaders and Segment Managers, develop 2-3 year strategic plan for each line of business including Wealth, Retail, Commercial and Business Banking; develop strategic options, clarify pros & cons and the implications of each; articulate current vs. future state scenarios; and build execution roadmaps and success criteria.

2.            Segment Strategy Execution: Working collaboratively with shared services departments of Central Operations, CI, Marketing and EI, and sales and service delivery channels, responsible for the implementation of approved segment strategies; provide oversight to Segment Managers to develop implementation plans and oversee execution, including the implementation of sales effectiveness related initiatives; and report to senior leadership on progress and project metrics.

3.            Member Experience: Responsible for the development and implementation of the member experience 3 year strategy; provide leadership to the Sr. Manager, Member Experience in the execution, maintenance and evolution of ME programs and initiatives; assist as needed in the design and prioritization of related strategies.

4.            Sales Incentive Program: Overall accountability of the Sales Incentive program (Beyond), including maintenance and evolution of program guidelines, metrics, and reporting. Oversee the design and implementation of related strategies.

5.            Leadership: As a key member of the Operations leadership team, provide direction, support and guidance to team members; acts as the escalation point as required; actively participate in cross-function projects and meetings within the broader Operations team; and manage and approve respective budget(s) under the position’s scope.


  • 10 years of senior level experience in people leadership, strategy development, business transformation, project management, change management, and analysis in a complex, multi-faceted business environment.
  • Excellent interpersonal skills to build relationship and work effectively with a wide variety of constituents, i.e., staff, leadership teams, board members, other credit union leaders, etc
  • Strong impact and influence skills at all levels of the organization
  • Proven ability to demonstrate independent decision-making, judgment, relationship building and collaboration
  • Excellent coaching skills with ability to motivate and develop others
  • Strong analytical and critical thinking skills, with the ability to discern and interpret data while balancing “big picture / think outside the box” strategic direction

Why work for us?

Our employees give us a lot and we think it’s only right to give something back. We offer a total rewards package that includes:

A competitive base salary plus performance-based incentive compensation and annual merit pay increases

  • Flexible benefits as well as retirement benefits
  • Vacation time, a flexible “Day4U”, and the ability to purchase up to 5 additional flex days
  • Other financial perks such as waived or reduced financial service fees, reduced rates on personal loans, mortgages, and vehicle leases, and no-interest loans to buy computers or fitness equipment for home use
  • Outstanding RRSP matching program
  • A culture of growth and empowerment

But most of all, we’re invested in our local communities. Our initiatives are far-reaching with a special focus on raising food, funds and awareness for our local food banks. We volunteer and employees can be provided with paid time off to volunteer their time to assist in serving an organization.

What’s your place in the First West story? Apply now and let’s find out together.

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