Job Posting Details

EVP Member Experience, Affinity Credit Union

Location:Saskatoon, Saskatchewan
Posting Date:April 20, 2020
Closing Date:until filled
Employment Type:Full-time


Affinity is a values-based, co-operative financial institution and the 8th largest credit union in Canada. With $7.5 billion in managed assets, it has the largest credit union branch network in Saskatchewan with 56 locations in 47 communities. It offers access to a complete range of products and advisory services in the areas of consumer, agriculture and commercial as well as in wealth and investment services in a multi-channel environment.

Affinity employs a professional workforce of about 700 and is 100% owned by its members-owners. By choosing to bank with Affinity, its members know that every dollar they deposit is reinvested and circulated back into its local communities through loans to other members. Affinity puts people before profits and as such works together to build a better world for everyone everyday.

As a Saskatchewan-born co-operative financial institution owned by members, Affininty’s advisors understand members’ local needs, believe people come before profits, and are dedicated to offering great products, competitive rates and genuine, professional advice.

Affinity supports not only members, but Saskatchewan communities as well. The money that members deposit is reinvested into Saskatchewan to build a stronger community through competitive rates, supporting non-profits, sponsoring events around the province, and providing loans so Saskatchewanians can buy homes and start businesses.


Accepting, Fair, Flexible, Transparent


 Accountable, Ethical, Honorable, Trustworthy


Collaborative, Cooperative, Respectful, Supportive


Engaged, Passionate, United, Willing


The Executive Leadership Team at Affinity is made up of:

CEO EVP Member Experience
EVP & CFO EVP Strategy Execution & Operations
EVP & CIO EVP Advisory Services
EVP Human Resources      EVP Chief Governance and Risk Officer

EVP Member Experience

The EVP, Member Experience is a key member of the executive leadership team at Affinity responsible for driving the member experience throughout the whole of the organization with an emphasis on enhancing overall experience, developing innovative product solutions, enabling seamless multi-channel service delivery, and supporting integrated access options for members. This role works closely with other senior leaders across the organization to oversee the implementation of business strategies, guidelines and procedures, to ensure innovative functional strategies that enable a seamless member experience. The role provides oversight and leadership for the research, analysis and understanding of what members, potential members, and the marketplace are expecting.

The role ensures appropriate service, solutions, and channel opportunities are effectively identified, to support a strong and competitive experience, and the needs of target member segments are addressed. This includes assessing new pricing, packaging and positioning options, and ensuring alignment with Affinity’s brand and the Member Experience Strategy.
The role directs communications in order to ensure the provision of efficient and timely corporate marketing, messaging, brand awareness, and creative services for members and internal stakeholders. The EVP will lead the team to modernize channels through a strategic approach to leveraging data and analytics in a targeted and meaningful way.

In concert, this role oversees Affinity’s unique community relations, values-based banking, community investment, and outreach programs and initiatives. 


The EVP Member Experience is responsible for providing leadership to a team of 30 people including the following direct reports:

  • Manager, Member Insights
  • Manager, Brand and Marketing
  • Manager, Market & Community Engagement
  • Manager, Communications


  • Working cross-functionally and collaborating with the executive leadership team to ensure alignment in purpose and effort in communicating, promoting and implementing enterprise-wide strategies and priorities.
  • Actively contributing to strategy development and implementation, and acting as a key leadership liaison to various committees and effectively managing relevant relationships with the Board for the Member Experience function.
  • Translating the vision for Affinity, through clear, effective and regular communication both cross-functionally and with the Member Experience team.
  • Leading by example in visibly demonstrating Affinity’s values and culture and living Affinity’s brand within the community.
  • Holding the Member Experience team accountable for cross-functional collaboration by ensuring a member-centric approach within the team and alignment to organizational priorities; and empowering team by appropriately delegating responsibilities, accountabilities, and decision-making to ensure active execution.
  • Overseeing the strategy to manage cross-channel investments and digital strategy, by ensuring analysis of members, segmentation, competitors, and best practice channel management across industries.
  • Overseeing product and pricing strategies including value propositions for each product, competitive intelligence, product prioritization, overall product positioning, messaging, and channel preferences for key target segments.
  • Leading the development of an ideal member experience, targeted to specific segments, built upon collaboration and integration between digital and direct/assisted channels, solutions, sales, and operations.
  • Overseeing the design of improved member experiences (journeys), and new product development, in collaboration with other functional areas ensuring decision-making is data-driven and strategy-aligned.
  • Overseeing the communication of Affinity’s brand value proposition both for the organization and in the community.
  • Ensuring community outreach activities are seamlessly integrated into all employee roles and responsibilities.
  • Serves to advance the well-being of real people and their communities while deepening current member relationships and/or recruiting new members. Actively seeks to connect with current and potential members out in our communities.


A Bachelor’s Degree in a related field (Marketing, etc.) with a minimum of 8 years’ experience in senior Marketing leadership roles.

Experience within the credit union system or with a Canadian financial institution would be an asset.

Previous work experience in overseeing a Marketing function inclusive of a research / analytics function, along with experience in design and implementation of digital marketing strategy.

Demonstrated critical competencies in four overarching categories: Organizational Integration, Leadership, Vision & Planning, and Strategy Execution.

Demonstrated alignment with the values of Affinity. 


Organizational Integration – Focused on aligning and integrating at the executive level with other major functions of the business to ensure a remarkable member experience.

Leadership Acumen – Fosters an environment in which each area of the business takes responsibility for living the values and achieving the remarkable member experience at Affinity.

Vision and Planning – Plays an active role in examining the business in light of the future in order to seize opportunities and mitigate risks.

Strategy Execution – Provides strategic insight and guidance to other business leaders around functional business plans, initiatives, budgets and performance expectations.


Collaboration - Desire and proven ability to make a significant impact through collaboration. Embraces collaboration as an operating style, encourages participation, fosters open dialogue. Utilizes a high degree of collaboration to make sound decisions, develop thinking beyond current boundaries and make innovative ideas practical.

Integrity and Trust - Uncompromising integrity and honesty, does not ethically cut corners, unassailable business values. Treats people fairly and with dignity. Works hard to earn and maintain a high level of trust with the CEO, executive team, employees and the Board.

Business Perspective - Adopts a long-term view of Affinity’s business strategy and see the whole picture. Has a clear understanding of economic, social, cultural and demographic trends and their impact on the organization’s people strategy. Can adjust course as necessary.

Enabling Leadership - Works collaboratively with team members in order to achieve a common goal. Maintains and strengthens relationships with others, both inside and outside the organization. Both strategic and visionary, tactical and hands-on. A leader who develops, empowers and inspires people and grows their capacity as professionals.

Personal Accountability - Leads with humility and authenticity. Advocate of open, empathetic and respectful communication with both members and employees. Balanced, with a strong sense of ownership. Uses sound personal judgement to solve problems and make decisions.


A competitive compensation package will be provided including an attractive base salary and excellent benefits. Relocation will be provided if required by the successful candidate. Further details will be discussed in a personal interview.

Allan Nelson or Shalini Bhatty
Leaders International Executive Search