4Front Credit Union · 4 hours ago
VP DIGITAL EXPERIENCE
Traverse City, MI
Full-time
Onsite
Senior Level, Lead/Staff
10+ years exp4Front Credit Union is seeking a Vice President of Digital Experience responsible for shaping and executing their digital strategy to enhance member experiences across digital channels. This role involves leading the vision, design, and optimization of mobile and online banking platforms while driving digital adoption and ensuring alignment with organizational goals.
Financial Services
No H1B
Responsibilities
Develop and maintain a comprehensive digital roadmap aligned with organizational goals
Ensure all digital initiatives support long-term growth and member-centric objectives
Communicate strategy clearly across departments to drive alignment and execution
Design and implement digital programs that attract new members through innovative channels
Create personalized experiences that deepen member relationships and loyalty
Collaborate with marketing to integrate acquisition strategies into digital platforms
In partnership with stakeholders, drive campaigns and initiatives that encourage members to use digital tools and services
Monitor adoption metrics and adjust strategies to improve engagement
Partner with channel leaders to ensure their staff can support digital adoption effectively
Lead the organization’s Digital Steering Committee consisting of cross-functional stakeholders ensuring strategic alignment and joint governance
Work closely with IT, operations, and marketing to deliver seamless digital experiences
Align digital initiatives with compliance and security requirements
Facilitate communication between teams to ensure timely delivery of projects. Serve as “quarterback” with technical development resources within an agile approach
Builds, leads, and mentors a high-performing digital experience team. Provides leadership to personnel through effective objective setting, delegation, and communication. Conducts staff meetings as required. Directs, schedules, and coordinates department functions
Fosters a culture of innovation, accountability, and continuous improvement
Provides clear goals and professional development opportunities for team members. Conducts performance appraisals as required. Formulates and implements corrective actions as needed. Recommends changes in the status of staff, including promotions, transfers, and salary adjustments
Stays informed on emerging technologies and digital banking trends
Evaluates new tools and platforms for potential integration into the member experience
Leads pilot programs to test innovative solutions before full-scale implementation
Define KPIs for acquisition, engagement, and adoption efforts
Regularly review performance data and adjust strategies as needed
Report progress and insights to executive leadership
Maintains proactive relationships with key digital vendors to ensure alignment with organizational goals regularly reviewing vendor performance and capabilities to maximize value and innovation
Collaborate with vendors to maintain a healthy backlog of enhancements. Ensure timely delivery of prioritized work and adherence to quality standards
Engage in contract negotiations to reduce costs without compromising service quality
Identify opportunities to consolidate services or leverage existing investments for greater efficiency
Lead the development, prioritization, and execution of strategic initiatives aligned with organizational goals
Translate company vision into actionable departmental objectives and long-term plans
Identify high-impact priorities and allocate resources effectively
Establish, track, and interpret key performance metrics that measure success and drive continuous improvement
Facilitate cross-functional collaboration to drive innovation and deliver on critical business initiatives
Regularly assess internal and external trends to anticipate challenges and uncover new opportunities for growth
Manages financial performance ensuring cost efficiency and alignment with organizational financial goals
Remain informed on industry trends and emerging strategies to contribute to/inform the credit union’s strategic plan
Qualification
Required
Bachelor's degree in business, finance, Information Systems, marketing, or related field; or similar depth of work experience
Skilled in shaping digital product strategies by aligning member needs, business goals, market trends and technical feasibility
Understanding of related legal and regulatory requirements
Understanding of artificial intelligence (AI) as a potential product feature
4-6 years of experience in digital banking, fintech, or financial services strategy, preferably at a mid-large sized credit union or regional/national bank
10+ years of progressive leadership experience, ideally in financial services, fintech, or innovation roles
Proven experience with financial services digital channel management, business case development, vendor selection, and digital transformation initiatives
Strong analytical, strategic thinking, and project management skills
Ability to translate complex data into actionable insights and executive-level recommendations
Proficiency with digital analytics tools, CRM systems, and digital banking platforms
Excellent communication, collaboration, and stakeholder management skills
Well organized and able to consistently meet deadlines
Preferred
MBA or related graduate degree
Familiarity with Agile methodologies, product management, or journey mapping
Company
4Front Credit Union
4Front Credit Union is a member-owned financial cooperative serving members across the state of Michigan.
51-200 employees
Funding
Current Stage
Growth StageLeadership Team
Karl Pagel
Chief Financial Officer
Daniel Baker, MBA
Chief Lending Officer
Recent News
DBusiness Magazine
2025-07-24
2025-05-17
Company data provided by crunchbase