Digital Relationship Manager

POSITION DESCRIPTION

IDENTIFYING INFORMATION

Title: Digital Relationship Manager

BASIC FUNCTION

The Digital Relationship Manager is responsible for the strategy, performance, development, enhancement, service delivery and support of the credit union's digital member experience. This leader is responsible for strategically deepening member relationships, frictionless onboarding, and risk mitigation for digital account opening. This leader ensures digital services deliver a seamless, secure, and high-quality member experience while aligning with the organization's mission, vision, and principles.

MAJOR ACTIVITIES

Strategy & Performance

• Develop and execute strategies to grow member relationships through digital channels and our digital account opening.
• Establish performance metrics, monitor outcomes, and adjust strategies to optimize engagement and adoption.
• Translate data insights into actionable improvements across digital services.
• Lead strategic planning, forecasting, and execution of departmental goals.

Digital Experience & Operations

• Oversee daily operations of the Digital Relationship Center to ensure consistent, high-quality service delivery.
• Ensure appropriate staffing, training, and performance management to meet service expectations.
• Continuously improve communication flows, processes, and service efficiency.
• Maintain strong operational controls to ensure compliance with regulatory requirements and risk mitigation.

Leadership & Talent Development

• Hire, coach, and develop team members to achieve high performance and professional growth.
• Provide clear expectations, ongoing feedback, and accountability for results.
• Foster a culture of ownership, continuous improvement, and member-centric thinking.
• Serve as a mentor and escalation point for complex issues.

Cross-Functional Collaboration

• Act as a liaison across departments to identify opportunities for member relationship growth (loans, deposits, referrals).
• Partner with internal teams to improve products, services, and digital capabilities.
• Support enterprise initiatives related to digital services and member experience.

Issue Resolution & Support

• Lead resolution of escalated member and employee concerns with sound judgment and timeliness.
• Identify root causes of issues and implement sustainable solutions.
• Serve as a knowledge resource and coach for Digital Relationship Representatives.

AI & Digital Innovation Responsibilities

• Lead the evaluation, testing, and implementation of AI-driven tools that enhance member experience, operational efficiency, and employee effectiveness.

• Design and oversee AI testing frameworks, including:

• User acceptance testing (UAT)

• Scenario-based validation

• Member experience impact assessments

• Identify gaps, defects, and optimization opportunities within digital and AI platforms; document and submit detailed tickets with clear problem statements, reproduction steps, and business impact.

• Partner with IT, vendors, and product teams to prioritize and track resolution of defects and enhancements.

• Drive continuous improvement cycles by analyzing AI performance, accuracy, and adoption trends.

• Support the build-out and evolution of AI capabilities across channels (chat, SMS, online banking, internal tools), ensuring alignment with business goals and member expectations.

• Establish governance and guardrails to ensure AI solutions are compliant, ethical, and aligned with risk management standards.

• Train and support staff in effectively utilizing AI tools to enhance productivity and member interactions.SE

CRITICAL RESULTS

• Digital services deliver a consistent, high-quality, and frictionless member experience.
• The Digital Relationship Center is recognized as a high-performing, forward-thinking function.
• Operational plans balance member value, employee experience, and organizational risk.
• Projects, testing, and enhancements are executed efficiently and on time.
• Service issues are minimal, addressed promptly, and resolved with sound judgment.
• The department consistently meets or exceeds performance, productivity, and quality standards.

QUALIFICATIONS

• Specialized or Technical Knowledge and Skills:
• Bachelor's degree in Business, Finance, or related field preferred.
• 4+ years of experience in digital/electronic services and customer experience.
• 2+ years of leadership experience in a call center, branch, or service-driven environment.
• Strong analytical and problem-solving capabilities with the ability to identify root causes and implement solutions.
• Experience with digital platforms, emerging technologies, and process optimization.
• Ability to manage multiple priorities in a fast-paced, evolving environment.
• Proficiency with Microsoft Office and operational systems.
• Drives results through accountability, data, and clear expectations.
• Leads through change with confidence and adaptability.
• Builds strong teams through coaching, feedback, and development.
• Communicates effectively across all levels of the organization.
• Behavioral Competencies: Behavioral competencies are the skills and personal characteristics that an individual should possess in order to be successful in this position.
• Core competencies: Core competencies are consistent for all positions across the organization and are aligned with WFCU's core values.
• Member Focus (internal and external): Builds member confidence, is committed to increasing member satisfactions, sets achievable member expectations, assumes responsibility for solving member problems, ensures commitments to members are met, solicits opinions and ideas from members, responds to internal customers.
• Dependability: Meets commitments, works independently, accepts accountability, handles change, sets personal standards, stays focused under pressure, and meets attendance/punctuality requirements.
• Integrity/Ethics: Deals with others in a straightforward and honest manner, is accountable for actions, maintains confidentiality, supports company values, conveys good and bad news.
• Job Specific Competencies: The following stand out among a long list of behavioral competencies for this position:
• Leadership: Leads through change and adversity, makes the tough call when needed, builds consensus when appropriate, motivates and encourages others.
• Managing for Results: Sets challenging and productive goals for team, keeps team accountable for actions, provides leadership and motivation, provides resources and support, uses checkpoints and data to track progress, sets up systems and processes to measure results.
• Managing Performance: Applies clear/consistent performance standards, handles performance problems decisively and objectively, is direct but tactful, provides guidance and assistance to improve performance.
• People development: Provides feedback and coaching, rewards hard work and risk taking, takes mentoring role, challenges and develops employees, accepts mistakes, provides visibility/opportunity.
• Job Knowledge: Understands duties and responsibilities, has necessary job knowledge, has necessary technical skills, understands company mission/values, keeps job knowledge current, is in command of critical issues.
• Communication skills: Able to communicate complex financial issues and instill confidence in the credit union's financial position to a wide variety of audiences with varying degrees of technical expertise.
• Relationship building skills: develops new business, identifies opportunities for additional products and services Members can benefit from, translates product features to benefits, has good listening skills, and is sensitive to Members' needs.
• Interpersonal Skills: Flexible/open-minded, negotiates effectively, solicits performance feedback and handles constructive criticism.
• Physical Demands: The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. While performing the duties of this job, the employee is frequently required to stand; walk; sit and talk and hear. The employee must occasionally lift and/or move up to 25 pounds.
• Work Environment: The work environment characteristics described here are representative of those an employee encounters while performing the essential fun counts of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. The worker is not substantially exposed to adverse environmental conditions. The noise level in the work environment is usually moderate.

EQUAL EMPLOYMENT OPPORTUNITY/AFFIRMATIVE ACTION EMPLOYER

WEOKIE does not and shall not discriminate on the basis of Protected Status, marital status, and political belief or any other status or condition protected by applicable federal and/or state law. Bona fide occupational qualifications will be applied impartially. These activities include, but are not limited to, hiring of staff, selection of volunteers and vendors, and provision of services. We are committed to providing an inclusive and welcoming environment for all our members, our staff, clients, volunteers, subcontractors, vendors, and clients.