Assistant Sales Manager

The Assistant Sales Manager plays a critical role in ensuring an extraordinary and effortless member experience. This position supports branch performance by coaching front-line staff on service excellence, product knowledge, and relationship building. The Assistant Sales Manager partners with the Sales Manager to ensure team members are trained, supported, and confident in delivering consistent, high-quality service at every interaction.

This role also contributes personal production, supports daily operational needs, and reinforces a culture of member advocacy, accuracy, and trust. 

Duties & Responsibilities (Essential Functions): 

Member Experience Leadership

• Champion Purdue Federal’s commitment to delivering an extraordinary, effortless member experience at every interaction.


• Model exemplary service behaviors and coach staff on communication, empathy, problem-solving, and relationship-building techniques.


• Conduct service observation, provide real-time feedback, and identify coaching opportunities to elevate consistency and member satisfaction.


• Support escalated member issues with professionalism, care, and a solutions-focused mindset.


• Reinforce a welcoming, member-centered environment and ensure the lobby experience aligns with PFCU service standards.

Sales Leadership & Relationship Development

• Support the branch in achieving production goals by coaching staff to uncover needs through strong member conversation skills.


• Build team confidence in referring products and services that genuinely support financial well-being.


• Participate in branch sales activities, in-branch promotions, and outbound calls to deepen relationships.


• Maintain expert product and system knowledge to guide staff in delivering accurate and meaningful member recommendations.

Lending Support, Accuracy & Member Advocacy

• Ensure the lending experience is seamless and accurate from application to closing.


• Originate, process, and close loans with minimal errors to avoid member inconvenience.


• Manage loan queues to ensure timely follow-up and efficient member experience.


• Coach team members in lending conversations that support member goals and financial wellness.

Branch Operations & Service Integrity

• Support daily branch operations to ensure accuracy, efficiency, and compliance—protecting member assets and trust.


• Serve as acting Sales Manager or senior consultant to maintain service continuity.


• Reinforce adherence to policies and quality controls that contribute to an effortless member experience.


• Support branch readiness, appearance, and operational flow to promote a smooth member journey.

Staff Coaching, Culture & Development

• Help onboard, train, and develop employees in both technical processes and service excellence.


• Reinforce expectations for the team to ensure consistent performance.


• Foster a culture of ownership, pride, integrity, and member advocacy.


• Lead or support daily huddles, team meetings, and ongoing coaching touchpoints.


• Take ownership of personal development by participating in ongoing training, seeking feedback, and building knowledge and skills relevant to role, department, compliance, and credit union’s mission.

Additional Requirements:

• Strong passion for delivering extraordinary, effortless member experiences.


• Excellent interpersonal communication and empathy-driven service skills.


• Solid understanding of retail banking operations, lending, and branch processes.


• Ability to model and coach strong service behaviors and relationship skills.


• Strong problem-solving ability with a member-first mindset.


• Time-management and organizational skills with the ability to adapt in a fast-paced environment.


• Proficiency with Microsoft Office and core banking systems.


• Ability to communicate, verbally and in writing, in a professional manner when dealing with employees, members, vendors and company contacts


• Ability to follow the core values of honesty, integrity, mutual respect, pride and ownership