Director, Retail Sales

Department: Retail

Reports to: SVP, Retail Banking and Real Estate Lending

Job Type: Regular, Full-time

Job Grade: 12

The Role

The Director, Retail Sales is accountable for the business performance, leadership, member experience and effective operation of an assigned network of branches. As a senior retail banking leader, the Director, Retail Sales translates YNCU and retail banking priorities into clear market and branch plans, leads and develops Branch Managers, and delivers sustainable growth across deposits, lending, member acquisition, retention and relationship deepening. 

The Director, Retail Sales, establishes a high-performance, member-focused culture grounded in trusted advice, sound risk management, operational discipline and employee development. Through regular branch engagement, performance reviews, coaching and data-informed decisions, the Director, Retail Sales ensures Branch Managers have the direction, capability and accountability to deliver business results and a consistent member experience. The Director partners with enterprise teams and other retail leaders to execute strategy, manage risk, improve processes, manage change and strengthen YNCU’s position in its communities.

Leadership and Business Performance 

Lead the performance of an assigned branch portfolio, with Branch Managers for branch results, people leadership, member experience, risk management and operating effectiveness. 

Translate corporate strategy into annual and quarterly business plans, branch-level goals and measurable execution priorities that reflect organizational objectives and local market opportunities. 

Own performance oversight across key measures, including deposit and lending growth, member acquisition, retention, relationship deepening, partner referrals, revenue and productivity, service outcomes and employee engagement. 

Review results and trends regularly, identify performance gaps and growth opportunities, and agree on specific, time-bound actions with Branch Managers. 

Review performance reporting, forecasts, insights and make recommendations to the SVP, Retail Banking and Real Estate Lending. 

People Leadership, Coaching and Talent 

Lead, coach and hold Branch Managers accountable for business performance, leadership effectiveness, employee development and execution of YNCU priorities. 

Establish a consistent leadership cadence, including regular one-on-ones, branch visits, quarterly business reviews and documented performance commitments. 

Build Branch Manager capability in consultative advice, sales leadership, coaching, performance management, change leadership and community relationship development. 

Ensure Branch Managers establish effective coaching routines for their teams, including observation, feedback, skills practice and follow-up on agreed development goals. 

Identify high-potential talent, maintain succession plans and support recruitment, onboarding, retention and career development. 

Address performance concerns promptly and fairly, partnering with Human Resources where appropriate. 

Sales, Growth and Market Development

Drive sustainable growth through need-based advice, relationship management, member acquisition, retention and appropriate deepening of member relationships. 

Ensure branch business development plans include proactive member contact, lead and referral management, community engagement and local partnership development. 

Use CRM tools and dashboards to prioritize opportunities, monitor conversion and improve follow-through. 

Promote collaboration across retail banking, risk, wealth and small business/commercial to connect members with appropriate solutions. 

Ensure sales practices are ethical, transparent and member-first, with recommendations based on member needs and suitability rather than product volume alone. 

Member Experience and Service Excellence 

Set clear expectations for a consistent, accessible and responsive member experience across branches and channels. 

Review member feedback, complaints, service trends and recurring issues; ensure timely resolution, appropriate escalation and corrective action. 

Promote digital adoption and effective use of in-person, telephone and digital channels while preserving access to advice and support. 

Use member and employee insights to identify service improvements and strengthen loyalty and retention. 

Branch Operations, Risk and Compliance 

Oversee branch operating effectiveness, ensuring established procedures and policies are followed. 

 Promote a strong risk and compliance culture and ensure Branch Managers understand and execute their responsibilities for operational, conduct, privacy, fraud, financial crime and credit-related controls applicable to their branches. 

Review audit findings, compliance reviews, and operational incidents; ensure accountable owners and timely remediation. 

Ensure lending and other regulated activities are conducted within delegated authorities, policies, procedures and applicable legislation, with appropriate referral to specialist functions. 

Ensure branch staffing and capacity are aligned with business needs, service expectations and approved budgets. 

Monitor workforce capacity, productivity, scheduling and resource allocation, addressing issues with Branch Managers. 

Partner with Risk, Compliance, Internal Audit, Human Resources and other control functions to address issues and strengthen practices. 

Strategic Execution, Change and Collaboration 

Contribute to retail banking strategy, business planning, resource allocation and continuous improvement initiatives. 

Lead branch-level implementation of new products, campaigns, systems, processes and organizational changes, ensuring clear communication, readiness and adoption. 

Partner with marketing, lending, digital, analytics, operations and other enterprise teams to remove barriers and improve end-to-end member and employee outcomes. 

Support branch network changes, mergers or integrations by communicating plans, managing transition impacts and sustaining member service and employee engagement. 

Represent YNCU in the community and foster relationships that support local awareness, financial well-being and sustainable business development

What we are looking for

Post-secondary education in business, finance, commerce, or a related field, or an equivalent combination of education and relevant experience. 

Minimum five (5) years of progressive experience in retail banking or financial services, with a strong background in branch operations and direct sales management. 

Proven experience as a sales coach, leading and mentoring managers, setting performance expectations, with a record of delivering sustained business results. 

Strong understanding of branch banking, deposits, consumer lending, residential real estate lending, member/client relationship management and branch operating practices. 

Ability to use business intelligence, CRM platforms, financial and sales dashboards, forecasts and performance metrics to make decisions and drive accountability. 

Sound knowledge of economic and financial trends 

Working knowledge of applicable legislation, including knowledge of the Credit Unions Act and Regulations, Credit Union By-laws and Policies, regulatory expectations, risk management, compliance and internal control practices relevant to retail financial services. 

Valid driver’s license and ability to travel across the assigned branch network as required (which may include branches in both Northern and Southern Ontario).

Ability to meet applicable bonding requirements for the role.