Senior Retail Sales Manager

With the goal of enhancing lives, fulfilling dreams, and building communities, the Senior Retail Sales Manager is responsible for managing all aspects of sales and service for Retail Experience, serving as both a strategic leader and program manager for the Deepening Member Relationships (DMR) sales training program. This individual ensures that credit union and member interests are served and protected through effective planning, monitoring, and strategic oversight of retail teams and delivery channels.

The Senior Retail Sales Manager develops, executes, and refines strategies to drive growth in deposits, loans, and member engagement while ensuring the consistent delivery of an exceptional member experience across all branches and digital channels. As a key leader within Retail Experience, this role collaborates closely with business partners across the credit union—including Operations, Marketing, Risk, and Technology—to align retail goals with organizational objectives.

The Senior Retail Sales Manager also leads retail teams through continuous improvement efforts, system and technology enhancements, and sales coaching initiatives designed to elevate performance, strengthen relationships, and ensure that every member interaction reflects Numerica’s core purpose and values.

Responsibilities

• Develop annual and quarterly retail sales plans (goals for deposits, loans, new accounts, cross-sell metrics, etc.).
• Forecast growth, set targets, and monitor actuals vs. plan.
• Design incentives, compensation plans, campaigns, and recognition programs to drive performance.
• Collaborate with marketing, product development, digital, operations, and risk teams to launch campaigns, sales promotions, and new product rollouts.
• Analyze trends (member behavior, competitiveness, market shifts) to advise leadership and adjust strategy.
• Ensure alignment of branch/retail sales strategy with organizational goals.
• Supervise a team of sales coaches, retail sales trainers, and/or sales analysts.
• Recruit, train, coach, mentor, and develop high-performing sales leaders.
• Conduct performance reviews; set goals; track progress; manage underperformance.
• Hold regular meetings, share best practices, and facilitate peer learning across branches or teams.
• Drive consistency and standardization of sales processes, tools, and member experience across branches.
• Monitor branch-level sales performance and identify underperforming areas.
• Visit branches regularly to observe sales practices, coach managers, and share feedback.
• Ensure cross-selling (e.g., credit cards, personal loans, investment accounts, insurance, etc.) is actively pursued.
• Review pipelines, conversion rates, lead management, and sales funnels for retail channels.
• Ensure frontline staff maintain strong product knowledge, sales skills, and compliance awareness.
• Manage budgets for retail sales operations (travel, training, incentives, marketing, etc.).
• Oversee cost control, resource allocation, and expense optimization in retail sales areas.
• Report key performance metrics and dashboards to senior management.
• Collaborate with operations, risk, compliance, and audit to ensure all retail sales activities obey regulatory requirements, internal policies, and controls.
• Support branch audits and control reviews; address identified gaps in sales or process compliance.
• Represent the credit union in local market/community events to drive brand visibility and member acquisition.
• Cultivate relationships with strategic members or business partners in assigned region.
• Solicit feedback from branches and members to improve the product mix, sales scripts, and member experience.
• Monitor competitor activities, market trends, and member preferences; propose adjustments to strategy accordingly.
• Identify, design, and lead process optimization initiatives (e.g., streamline branch sales workflow, reduce bottlenecks, improve sales-to-service handoff).
• Work with technology/digital teams to ensure alignment of branch/digital sales (omni-channel integration).
• Promote a culture of learning, testing, and innovation in sales methods (pilots, A/B testing, feedback loops).
• Support adoption and integration of systems that pertain to the member experience.
• Maintain knowledge and adhere to all BSA regulations and compliance standards on internal and external policies.
• Incorporate concepts of CARES Principles in daily behaviors and interactions:
  • Connect – Create meaningful relationships
  • Ask – Be intentionally curious
  • Resolve – Actively seek solutions
  • Elevate – Never stop improving
  • Strengthen – Be the difference

Supervisory Responsibilities

• Manages and develops a team of up to 4 to 6 direct reports, ensuring clear performance expectations, accountability, and alignment with organizational goals.
• Responsible for overall direction, monitoring, and evaluation of the Retail Sales Program.
• Responsible for interviewing, hiring, and training; planning, assigning, and directing work; appraising performance; rewarding and coaching employee performance; resolving complaints and problems.
• Carries out supervisory responsibilities in accordance with the organization’s policies and compliance with applicable laws.

Requirements

• Bachelor’s degree plus 8 or more years of retail banking/financial services experience, with at least 5 years in management or leadership roles.
• Proven track record of meeting or exceeding sales/revenue targets in banking/financial services.

Skills

• Strong leadership, coaching, and team development skills.
• Excellent communication (verbal, presentation, written) and interpersonal skills.
• Analytical mindset: ability to interpret metrics, trends, and develop corrective actions.
• Strategic thinking and planning capabilities.
• Good understanding of banking products (deposits, consumer/retail loans, credit cards, wealth/investment products).
• Familiarity with sales pipelines, CRM/sales tools, dashboards, KPI systems.
• Strong business acumen, financial literacy, budget management skills.
• Knowledge of regulatory, compliance, audit, and risk frameworks in banking.
• Change management and project management capabilities.
• Member-centric orientation and polished demeanor.
• Ability to travel within regions and visit branches.
• Individuals must be able to lift up to 25 pounds.
• Willingness to work flexible hours, including some weekends or events, as needed.
• Valid licensing or registrations.
• Strong ethics, high integrity, and commitment to upholding credit union policies and values.

Pay

Salary Range: $100,012 to $150,028 annual salary

Benefits

Learn more about our Benefits and Perks here.