VP of Deposits and Membership

Why Join Apple?

At Apple Federal Credit Union, we're more than a financial institution; we're a community-focused organization powered by passionate people. With 24 branches across Northern Virginia and a proud legacy of service, we're committed to improving the lives of our members and the communities we serve.

We believe our employees are our greatest asset. That's why we foster a supportive workplace culture that values inclusiveness, innovation and growth. Whether you're just starting out or advancing your career, you'll find opportunities for professional development, mentorship and meaningful impact.

Why Work at Apple FCU

Role:

Under the general direction of the EVP/COO, the Vice President of Deposits and Membership leads Apple's deposit and membership products, services, and growth strategies.

This position oversees the development, implementation, and optimization of deposit offerings-including checking, savings, money market, certificate of deposit, and overdraft protection (ODP) products-to align with Apple's strategic goals, member needs, and industry trends. The role also develops strategies, plans, and policies to attract new members and retain existing members.

The incumbent works closely with marketing, product development, technology, vendors, and member services teams to design and promote competitive, member-focused solutions while ensuring regulatory compliance and effective risk management. The role analyzes market data, monitors competitor offerings, and supports digital-first strategies that enhance member acquisition and retention. The position is responsible for driving growth and profitability in the deposit portfolio, increasing deposit balances through deploying new products and innovative approaches.

Essentials Duties and Responsibilities:

Deposits:

• Manage the profit and loss (P&L) for the deposit and membership portfolio to ensure business strategies and goals are achieved, with a focus on membership growth, product adoption, balances, and profitability.
• Coordinate balance-sheet planning, product pricing, marketing strategy, new product and feature development, performance assessment, and financial analysis.
• Evaluate the consumer deposit portfolio by analyzing trends and recommending improvements based on cost, growth, and key performance metrics.
• Monitor industry trends and competitive practices to develop strategies and recommend adjustments to pricing, products, positioning, and promotion.
• Lead deposit improvement initiatives involving strategic, operational, technical, and product-development changes, including new product launches, process improvements, and technology integrations.
• Manage deposit product roadmaps and establish a consistent approach to business-case development, emphasizing return on investment and member experience.

Membership:

• Develop membership growth strategies to attract, onboard, and retain members across target markets.
• Lead deposit and account-acquisition initiatives, including checking, savings, direct deposit, and relationship-building programs.
• Manage membership performance metrics, including growth, retention, product penetration, satisfaction, service levels, and engagement.
• Direct marketing and community-outreach efforts to strengthen the credit union's brand and field-of-membership presence.
• Ensure compliance and operational effectiveness in account opening, member identification, privacy, fair lending, and related requirements.

Other Responsiblities:

• Oversee the credit union's Overdraft Privilege Program, ensuring effective administration, regulatory compliance, risk management, and alignment with member service and organizational objectives.
• Responsible for ensuring the integrity, accuracy, and consistency of member data within the core system by overseeing data quality standards, controls, and ongoing maintenance.
• Evaluate third-party service and solution providers to deliver optimal technology, pricing, and experiences for Apple members.
• Perform duties and responsibilities in accordance with the Apple Way core values: Team Up, Serve with Purpose, Challenge Yourself, and Own It.
• Remain cognizant of and adhere to credit union policies and procedures and regulations pertaining to the Bank Secrecy Act.
• Perform other duties as assigned by the EVP/COO.

Education and Experience:

• Bachelor's degree in business or a related field preferred; an MBA or relevant master's degree is preferred.
• At least 10 years of progressively responsible experience in product management, deposits, membership growth, or a related discipline within the credit union, banking, or fintech industry.
• Excellent analytical and problem-solving skills with a strategic mindset.
• Effective interpersonal skills and the ability to influence and collaborate with stakeholders at all levels.
• Excellent verbal and written communication skills and the ability to deliver effective presentations.
• Familiarity with credit union products, policies, procedures, and operations preferred.
• Ability to manage multiple projects and priorities while maintaining the confidentiality of highly sensitive or proprietary information.
• Ability and willingness to travel as needed.
• Ability to function in a financial institution branch environment and use standard office equipment, including but not limited to a computer, telephone, copier, and fax machine.

*** Apple Federal Credit Union values, encourages, and implements diversity in the workplace.

As an equal opportunity employer, Apple Federal Credit Union does not discriminate in employment with regard to race, color, religion, national origin, citizenship status, ancestry, age, sex (including sexual harassment), sexual orientation, marital status, physical or mental disability, military status or unfavorable discharge from military service or any other characteristic protected by law.

All selected candidates will be subject to credit and background checks to determine employment eligibility. ***