VP, Digital Strategy

At Liberty, we are proud to integrate our Diversity, Equity and Inclusion (DE&I) throughout all functions and areas of the Bank in order to maximize our impact and exceed goals. We believe that deepening our DE&I strategies in the workplace and communities we serve, creates a much better place to work for our teammates and a safe place where our customers are connected and supported.  We take pride in promoting through initiatives and investment a socially responsible and sustainable future. 

SUMMARY OF THE JOB:

The VP, Digital Strategy will drive the strategy, development, and continuous improvement of Liberty and Owners Banks' digital banking products and features for both consumer and SMB segments. This role focuses on enhancing user experiences, delivering market-leading solutions, and identifying new opportunities through market research, competitive analysis, and customer feedback. This leader will act as a change agent, driving innovation and leading cross-functional teams to implement initiatives that improve KPIs, customer retention, and our digital banking SMB brand.

This position is integral to the success of digital banking KPIs, including customer retention, cross-selling, and new customer acquisition.

ESSENTIAL FUNCTIONS:

Research & Opportunity Identification  

• Conduct ongoing market and competitor research to identify key opportunities for digital and SMB products.  
• Track and evaluate vendor offerings for add-ons and pre-integrated solutions.  
• Perform primary research on existing customers to uncover growth opportunities and areas for improvement.  
• Maintain a comprehensive and prioritized list of possible opportunities across Consumer Digital, SMB Digital, and SMB Deposits/Loans.  
• Develop and update detailed personas for SMB and micro-business customers to better understand product usage and pain points.  

Product Design, Evaluation, & Prioritization

• Create and apply structured frameworks for product and feature prioritization, ensuring alignment with business goals.  
• Collaborate with FP&A to conduct ROI analysis on proposed products and features.  
• Design new product features, pricing, and functionalities, considering resource needs and organizational impact.  
• Lead the creation of RFPs/RFIs and manage vendor selection processes when necessary.  
• Present research-driven proposals that outline the customer benefits, financial implications, risks, and time-to-market for new products or features.  
• Set measurable goals for new products/features and ensure tracking of key performance indicators (KPIs) post-launch.  

Implementation & Project Management

• Serve as the subject matter expert (SME) during product/feature implementation, ensuring alignment with goals.  
• Guide the handover of SME responsibilities to product owners or relevant operational teams
• Migrate vendor management to relevant personnel for ongoing oversight.

Performance Tracking & Reporting

• Establish and monitor KPIs to evaluate the success of new product launches.
• Regularly report on product performance and production KPIs, ensuring strategic goals are achieved.

Support & Enhancement of Existing Products

• Oversee rate changes and modifications to existing products.
• Manage changes to assigned products in response to compliance, legal requirements, or market expansion needs.
• Collaborate with teams to ensure existing products remain competitive and compliant with regulatory standards.

Product/Feature Sunsetting

• Identify underperforming products/features that no longer align with strategic goals.
• Develop and prioritize decommissioning plans in coordination with operational teams.

REQUIRED QUALIFICATIONS:

• Expertise in Banking Products & Digital Delivery:
• In-depth understanding of banking products, services, and their digital delivery, with knowledge of operational support functions.
• Leadership & Collaboration Skills:
• Proven ability to lead cross-functional teams, build relationships, and gain buy-in for new initiatives across departments.
• Adaptability & Problem-Solving:
• Demonstrated ability to handle new responsibilities and prioritize tasks effectively, especially in dynamic environments.
• Communication & Presentation Skills:
• Strong written and verbal communication, with the ability to present complex ideas and data in a clear, concise manner to stakeholders.

MINIMUM REQUIREMENTS: 

• Bachelor’s Degree and 8 plus years of work experience in financial services.
• 5 - 8 years of relevant industry and technical experience driving transformational change.
• Think strategically and evaluate opportunities; identify innovative enhancements to products, tools and technology and effectively build the case for support and plans for execution.
• Strong attention to detail, problem solving and analytical skills, and a high level of organization and enthusiasm.
• Builds relationships; able to diffuse high-tension situations comfortably.  

PHYSICAL REQUIREMENTS: 

• General Office Equipment
• Keyboard Dexterity
• Prolonged Sitting

COMPLIANCE:

Acts affirmatively in all activities under his/her control in conformance with the Bank’s Affirmative Action, Equal Employment Opportunity, and Fair Lending Programs to achieve the Bank’s goals and objectives. The bank shall provide equal employment opportunity to all qualified persons, and continue to recruit, hire, train and evaluate persons in all jobs without regard to race, color, religion, sex, national origin or veteran status.

Liberty Bank is an Equal Opportunity employer.  It is the policy of Liberty Bank to provide equal employment opportunities to all qualified applicants without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, protected veteran or disabled status, or genetic information.