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We are seeking an experienced network strategy leader to drive the bank's de novo branch and ATM expansion strategy. This role owns the end-to-end process of branch expansion, including market prioritization, site selection, financial business case development, network optimization, and execution oversight.

Sitting at the intersection of strategy, finance, real estate, operations, and distribution, this leader will shape how the bank grows its physical presence across new and existing markets. The role requires a combination of strategic vision, financial rigor, cross-functional leadership, and operational execution to deliver profitable growth and a scalable market expansion program.

Key Responsibilities

Network Expansion Strategy & Market Development

• Own the bank's de novo network strategy and multi-year expansion roadmap across branches and ATMs.
• Lead branch expansion initiatives by identifying, prioritizing, and evaluating new geographies aligned with enterprise growth objectives.
• Conduct market, CBSA, MSA, and trade area analyses to identify expansion opportunities, optimize network coverage, and refine market prioritization.
• Monitor competitive activity, customer channel behavior, and industry trends to ensure network strategies remain relevant and differentiated.
• Develop scalable frameworks and decision-making methodologies to support efficient and consistent market expansion.

Financial Modeling & Business Case Development

• Partner with Finance to develop robust market-level and site-level financial models, including pro formas, ROI, IRR, capital allocation, and profitability analyses.
• Create CBSA-specific financial forecasts incorporating demographics, opportunity sizing, customer segmentation, market share potential, and partner participation.
• Evaluate investment scenarios and provide strategic recommendations to optimize return on invested capital.
• Manage branch expansion initiatives with a P&L mindset, including customer acquisition assumptions, product penetration expectations, and performance outcomes.

Market Selection, Site Strategy & Format Optimization

• Lead the evaluation and selection of target markets, trade areas, branch locations, and ATM placements.
• Utilize demographic, economic, competitive, deposit market share, and site analytics data to identify attractive investment opportunities.
• Develop and maintain site selection criteria, market screening methodologies, and location evaluation frameworks.
• Recommend branch and ATM formats based on customer needs, growth potential, market characteristics, and evolving advice-based banking models.
• Partner closely with real estate teams, brokers, and market leaders to source, assess, and secure high-potential locations.

Cross-Functional Go-to-Market Leadership

• Collaborate with partners across Retail Banking, Product, Pricing, Marketing, Operations, HR, Finance, Legal, and Market Leadership to develop integrated branch expansion and go-to-market strategies.
• Ensure distribution strategies align with customer experience, brand, and growth objectives.
• Coordinate all activities required to successfully launch and scale new locations.

Program Management & Execution

• Lead the de novo expansion program from strategy through grand opening and post-launch performance evaluation.
• Establish governance structures, milestones, reporting processes, risk management protocols, and executive oversight routines.
• Develop and maintain a comprehensive branch opening playbook that includes:
  • Market evaluation methodologies
  • Financial forecasting models
  • Key milestones and deliverables
  • Best practices and lessons learned
  • KPIs and success metrics
  • Performance tracking and reporting frameworks
• Manage timelines, budgets, and dependencies across multiple concurrent market launches and branch openings.
• Serve as the primary point of coordination among internal stakeholders.

Stakeholder Management & Executive Engagement

• Build strong partnerships across executive leadership, market leadership, corporate real estate, operations, and external vendors.
• Present market recommendations, business cases, portfolio strategies, and performance updates to senior executives, executive committees, and board-level audiences.
• Provide ongoing updates regarding program performance, risks, opportunities, and strategic recommendations.
• Travel regularly to target markets to evaluate opportunities, engage stakeholders, and support execution.

Performance Monitoring & Continuous Improvement

• Measure and track performance of new branches, ATMs, and market entries against underwriting assumptions and strategic objectives.
• Analyze post-launch results and identify insights to improve future expansion decisions.
• Continuously refine site selection methodologies, expansion playbooks, operating models, and governance processes.
• Drive ongoing improvements to tools, analytics, forecasting models, and execution frameworks.

Required Qualifications

• 10-15+ years of experience in retail banking, network strategy, distribution strategy, corporate real estate, management consulting, or a related field.
• Demonstrated experience leading or supporting de novo branch expansion, market entry, retail network optimization, or distribution growth initiatives.
• Proven expertise in market analysis, site selection, trade area analytics, and network planning.
• Strong financial modeling capabilities, including development and evaluation of pro formas, ROI/IRR analyses, capital planning models, and profitability forecasts.
• Exceptional program and project management skills with a track record of delivering complex, cross-functional initiatives on time and within budget.
• Experience influencing and collaborating with senior executives and cross-functional stakeholders.
• Familiarity with real estate strategy, broker partnerships, construction processes, and site development.
• Bachelor's degree required.

Preferred Skills/Experience

• MBA or equivalent advanced degree.
• Experience at a super-regional or national financial institution.
• Experience with GIS and trade area analytics platforms such as Esri, Placer.ai, Buxton, or similar tools.
• PMP certification or equivalent program management credentials.
• Deep understanding of customer segmentation, retail banking distribution, branch economics, and network optimization.

Key Competencies

• Strategic thinking and market insight
• Financial acumen and analytical rigor
• Executive presence and communication
• Enterprise leadership and influence
• Cross-functional collaboration
• Program management excellence
• Results-oriented execution
• Data-driven decision making
• Problem solving and adaptability
• Change leadership

Success Measures

• Delivery of planned de novo branch and ATM expansion targets.
• Achievement of financial, growth, and market penetration objectives.
• Speed and effectiveness of branch expansion execution.
• Accuracy and performance of expansion business cases and forecasts.
• Quality, scalability, and adoption of expansion playbooks and frameworks.
• Strength of cross-functional alignment and program execution.
• Post-launch branch performance relative to underwriting assumptions.
• Executive and board confidence in network strategy and growth recommendations.