Vice President of Member Experience

About the role

The Vice President of Member Experience is accountable for how members experience Desert Financial Credit Union across every member-facing channel. This strategic, member-centric leader shapes and ensures execution of the end-to-end member experience across all channels—branch, digital, contact center, and back-office. The role partners with key internal stakeholders to drive service innovation, excellence, and prioritize work that positively impacts member touchpoints, driving loyalty and growth.

The position reports to the Chief Experience Officer and leads a team responsible for frontline operational excellence, experience insights and performance management, digital experience and design insight, and transformation.

Responsibilities

• Member Experience Roadmap: Establishes a comprehensive member experience (MX) strategic roadmap aligned with enterprise goals and brand positioning. Defines target experience principles, standards, and service models across all member touchpoints. Creates a multi-year roadmap for experience transformation initiatives, including digital and physical channels. Partners with SwitchThink to evaluate, select, and implement a technology ecosystem and tools that deliver the desired member experience.
• Delivery & Transformation Execution: Leads execution of the experience roadmap in partnership with all key stakeholders. Accountable for transformation and change outcomes on experience initiatives, including stakeholder alignment, readiness, training, and communications in shared ownership with the enterprise Change Management Director. Establishes governance, decision rights, and accountability structures to move initiatives from design to adoption. Ensures consistency and personalization across channels with a “one member, one experience” mindset.
• Member Insights & Analytics: Partners with Marketing to leverage data and analytics to identify pain points, opportunities, and root causes. Establishes a consistent executive review cadence for experience performance. Leads closed-loop feedback for complaints, at-risk members, and employee-surfaced issues across member-facing channels. Monitors and reports on key metrics (e.g., NPS, satisfaction, effort scores, member growth, product usage).
• Continuous Improvement & Innovation: Maintains a prioritized pipeline of experience improvements with projected and actual impact. Leads experimentation and pilots to test interventions before scaling and retires approaches that do not perform. Provides member-experience input to the enterprise digital and technology roadmap, including self-service expansion and channel modernization. Identifies and removes cross-channel friction, process waste, and role-design issues that degrade experience or increase cost.
• Cross-Functional Partnership & Enterprise Alignment: Partners closely with the VP of Product Strategy on membership-lifecycle plans; Marketing on member research and analytics; Operations on back-office handoffs that affect the member experience; and channel leaders on delivery. Partners with SwitchThink's VP of Product Management to drive clarity and consistency across the digital ecosystem by documenting and prioritizing business requirements, evaluating existing capabilities, identifying opportunities for enhancement, and delivering best-in-class digital experiences. Collaborates with technology (SwitchThink) to share use-cases and business needs surrounding AI capabilities. Represents in cross-functional forums and contributes to executive and Board-level updates through the Chief Experience Officer.
• Leadership & Team Development: Builds, leads, and develops the Experience & Transformation team across omnichannel design, Experience Insights & Performance Management, Digital Experience Design, and Transformation. Sets clear performance expectations linked to enterprise outcomes, develops bench strength and progression paths, and manages the function's operating budget with disciplined return on investment. Serves as a culture carrier for member-centricity, evidence-based decision making, and disciplined execution.
• Other duties as assigned.

Requirements

• Bachelor's degree in Organizational Design, Human-Centered Design, Analytics, or a related field required. Master's Degree in Business or related field preferred.
• 10+ years of progressive omni-channel experience in service design or other transformation functions in a multi-channel environment required.
• 8+ years of progressive leadership experience, including managing teams within member experience and/or customer experience required.
• Strategic and systems thinking — ability to see the member lifecycle as a connected system across channels and anticipate second-order effects of design, role, and process changes required.
• Experience measurement and analytics, including CSAT, NPS, CES, and journey-level performance indicators; ability to partner effectively with a dedicated analytics function required.
• Change management and transformation leadership, including stakeholder alignment, readiness assessment, and adoption required.
• Executive communication — ability to present to senior leadership, Board committees, and cross-functional forums with clarity and directness required.
• Influence without authority — ability to drive outcomes through peer functions and matrixed partnerships required.
• Financial acumen sufficient to develop business cases, quantify ROI, and defend recommendations to finance and executive audiences required.
• Journey and service design methodology, including service blueprinting, experience mapping, and moment-of-truth analysis required.
• Coaching and talent development — ability to build and grow a high-performing team required.
• Proficiency with CRM and experience platforms (Salesforce or equivalent), digital analytics, and member-feedback tools required.
• Working knowledge of financial services products, the regulatory environment, and credit union operating economics required.
• Ability to travel locally and regionally to branches, offices, and external meetings; up to 25% travel required.
• Certified Customer Experience Professional (CCXP), Lean Six Sigma Black Belt, Prosci Change Management, or equivalent service-design certification preferred.