Vice President, Retail Distribution

**Posting #: 25-50**
**Location: Corporate (Kitchener/Sault Ste. Marie)**
**Job Type: Regular, Full Time**
**Reports to: Chief Retail and Commercial Officer**

**JOB SUMMARY**:
Consistent with providing YNCU’s members with the right financial services to love life, dream big and achieve financial success, as the VP, Retail Distribution, you are responsible for developing, leading and unlocking the full potential of branch teams and inspiring a branch culture that offers exceptional member service across YNCU. The VP, Retail Distribution, is a strategic sales leader and a high-impact sales coach, who is responsible to drive exceptional business results. With your expertise, you will accelerate sales performance, develop high-performing teams, and embed a culture of retail excellence across the organization. Your leadership will directly fuel market growth, profitability, member engagement, networking and community involvement, through expert coaching, data-driven strategy, and hands-on execution.

The VP, Retail Distribution will lead Directors of Sales and Coaching, as well as manage a portfolio of branches. They will work closely with the Chief Retail & Commercial Officer to translate strategic priorities into tactical sales initiatives, for the entire team. Through regular one-on-one coaching, in-field mentoring, performance management, and skill development programs, you will ensure that YNCU’s retail teams consistently hit and exceed targets. Your ability to inspire, challenge, and elevate others will be the catalyst for both individual and organizational success.

**KEY ACCOUNTABILITIES OF THE ROLE**

**Sales Coaching & Development**
- Lead and develop the YNCU branch network to achieve growth goals and targets while enhancing branch performance, sharpening sales skills, and ensuring consistency in retail philosophy across all teams.
- Conduct regular sales coaching sessions—both one-on-one and team-based—to improve, build and maintain loyal relationships while providing smart advice, innovative and convenient solutions.
- Serve as a trusted mentor and performance coach to branch leaders and frontline staff—developing a strong bench of future sales leaders.
- Facilitate dynamic sales huddles, training workshops, and role-playing sessions that simulate real-life scenarios and reinforce key sales behaviours.

**Sales Strategy & Execution**
- Develop and implement high-impact sales strategies for YNCU’s branch teams to increase membership and member engagement.
- Translate organizational goals into clear, measurable sales targets and ensure they are consistently communicated, tracked, and achieved.
- Drive execution of in-branch sales activities, outbound call programs, promotions, and events that drive acquisition, retention, and wallet share growth.
- Keep up to date with relevant market conditions, competition, industry trends, emerging analytics, technologies and methodologies, and provide recommendations to the Chief Retail & Commercial Officer to ensure branches are, and remain, competitive in all areas to contribute to YNCU growth.

**Member Growth & Revenue Generation**
- Champion a member-centric approach to sales—ensuring every interaction is rooted in trust, expert advice, and long-term relationship building.
- Leverage data insights and analytics to identify cross-sell opportunities, target profitable key segments, and boost member product adoption.
- Partner with Marketing to deliver strategic campaigns that support lead generation and sales conversion across digital and in-person channels.
- Strongly encourage and support community involvement and networking by branch teams and promote outreach efforts to develop new connections, partnerships and relationships that can point new members to YNCU.

**Performance Management & Accountability**
- Monitor, analyze, and report on sales metrics, conversion rates, and branch productivity. Take immediate action to address gaps or capitalize on growth opportunities.
- Foster a high-performance sales culture grounded in accountability, recognition, and continuous improvement.
- Hold regular performance reviews with Director(s), Sales & Coaching, to evaluate coaching effectiveness, goal attainment, and employee development progress.
- Provide oversight to the development of branch, operational and service delivery performance goals and solutions and monitor results to attain objectives for service, profitable growth, and efficiency, guide resolution of operational and service issues.

**Essential Functions**
- Prepare reports as required.
- Monitor performance of team on an ongoing basis in order to complete formal performance reviews and work collaboratively with direct reports to facilitate the design and delivery of required corrective action, career development and training plans.
- Partner with branch management staff, Chief Retail & Commercial Officer, VP, Retail Lending and/or Human Resources in the development and implementation of training mater