AVP, Product Manager - Deposit Solutions

General Summary

The AVP, Product Manager – Deposit Solutions is the strategic force behind member deposit growth and engagement. This role owns the full deposit product lifecycle, from campaign strategy and product innovation through marketing execution and performance optimization. As an AVP, this position is accountable for translating CFCU’s deposit strategy into detailed operational execution plans while providing frontline insights that shape deposit product direction. The position drives member balance growth, deepens member relationships, and directly contributes to credit union profitability through data-driven product management and cross-functional leadership.

Position Duties & Functions

• Strategy Translation & Execution
• Translates VP/executive deposit strategy into detailed operational execution plans and roadmaps; provides frontline insights to ensure strategies are grounded in operational reality
• Serves as the operational link between strategic pricing direction and deposit product execution
• Connects deposit portfolio goals to Credit Union-wide objectives and enterprise priorities, ensuring departmental work advances the whole organization
• Domain Expertise & Product Ownership
• Serves as the organization’s subject matter expert on deposit products with hands-on technical capability; personally steps in to solve problems, train others, and handle critical situations
• Maintains comprehensive understanding of deposit product workflows, systems, regulatory requirements (Reg E, Reg DD, fee disclosures), and upstream/downstream dependencies
• Led new deposit product development and product refresh initiatives from concept through launch, including requirements definition, market research, cross-functional delivery, go-to-market strategy, enablement, and post-launch optimization to drive deposit utilization and interchange growth
• Drives checking account penetration and primary account status through strategic initiatives that increase average balances and member engagement
• Drives product enhancements for debit cards; drives debit card adoption and utilization
• PARTNERS WITH OTHER DEPARTMENTS TO INCREASE ENGAGEMENT FOR STICKY PRODUCTS RELATED TO DEPOSIT PRODUCTS AND PAYMENTS INCLUDING BUT NOT LIMITED TO DIRECT DEPOSIT AND DIGITAL ENGAGEMENT
• Results & Accountability
• Owes measurable outcomes for all deposit product initiatives; takes a player-coach approach—accountable for results while actively involved in execution; steps in to drive work when needed
• Makes deposits portfolio health, campaign performance, and member behaviors through partnership with the analytics team to build dashboards, conduct A/B tests, and translate insights into action
• Analyzes deposit mix, attrition patterns, and pricing effectiveness to develop and execute targeted retention programs, win-back campaigns, and balance optimization strategies
• LEADS THE DEPOSIT STEERING COMMITTEE BY SETTING AGENDAS, DRIVING DECISIONS, TRACKING ACTIONS, ESCALATING BLOCKERS, AND ENSURE CROSS-FUNCTIONAL ALIGNMENT ON DEPOSIT STRATEGY AND PERFORMANCE
• IDENTIFIES AND EXECUTES COMPLIANT, MEMBER-FRIENDLY NON-INTEREST INCOME OPPORTUNITIES RELATED TO DEPOSIT PRODUCTS AND SERVICES (FEES, INTERCHANGE, DIGITAL WALLET ADOPTION) WHILE MONITORING COMPLAINT RATES AND MEMBER SATISFACTION
• Communication & Cross-Functional Leadership
• Develops and leads deposit growth and member engagement strategies, including promotional offers, seasonal campaigns, and member lifecycle initiatives (onboarding, funding, engagement, renewal, and win-back), partnering closely with Marketing to execute and optimize campaigns that drive member acquisition, retention, direct deposit adoption, checking account penetration, and balance growth
• Communicates clearly and concisely with executive-level stakeholders and cross-functional teams; presents deposit strategy and performance results with data-driven substance and confidence
• Escalates blockers, risks, and issues appropriately and in a timely manner; identifies and engages stakeholders proactively without passing accountability upward
• SEeks feedback actively to improve performance; remains open-minded and collaborative across functions
• PROVIDES DEVELOPMENTAL COACHING AND TIMELY, CONSTRUCTIVE FEEDBACK TO DIRECT REPORTS OR PROJECT TEAM MEMBERS AS APPLICABLE

Position Requirements

• EXPERIENCE AND EDUCATION
• Bachelor’s degree in Marketing, Business, Finance, or related field required
• 8+ years of product management or product marketing experience in financial services, preferably with deposit products
• Proven track record of driving measurable growth through marketing campaigns and product innovations; demonstrated results accountability, not just activity
• Deep, hands-on understanding of deposit products, pricing strategies, regulatory requirements (Reg E, Reg DD, fee disclosures), and competitive dynamics
• Experience leading cross-functional initiatives and influencing stakeholders without direct authority
• Credit union or community banking experience strongly preferred
• KNOWLEDGE AND SKILLS
• Strong analytical skills plus customer journey orchestration; ability to personally dig into data and translate insights into action
• Strategic thinking balanced with tactical, hands-on execution and attention to detail
• Knowledge of research methodologies, experimentation frameworks, and test-and-learn approaches
• Understanding of digital banking ecosystems, mobile app engagement, and digital wallet adoption strategies
• Excellent presentation and communication skills for executive-level stakeholders and cross-functional teams; clear, concise, and confident communicator
• Project management capabilities with ability to manage multiple concurrent initiatives and competing priorities while maintaining full ownership of results
• Basic math skills including the ability to compute rates, ratios, and percentages using a 10-key
• Proficient in the use of basic applications in a Windows-based environment, including Outlook, Word, and Excel
• Moderate keyboard skills at 40 wpm
• Excellent customer service skills

COMPETENCIES

• Ability to learn quickly and adapt to change; ability to quickly learn specialized applications and systems
• Initiative and self-direction
• Ability to effectively communicate and collaborate with people at all levels
• Sound problem-solving and decision-making ability, including the ability to prioritize
• Ability to understand and align with our core competencies through daily projects and tasks: Growth Mindset, Diversity & Inclusion, Communication, Change Ready, Leadership, Responsibility, Problem Solving, Tech & Data Savvy, CU Business Acumen

PHYSICAL DEMANDS

• Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions
• Work involves extensive use of computers, up to eight hours per day
• Appropriate vision, dexterity, and other physical abilities are required
• May include occasional pushing, pulling, or carrying objects weighing up to 20 pounds
• Must be able to speak and present on the telephone and/or through digital means of communication, including but not limited to Zoom/Teams/or other video technologies