ST. PAUL, Minn. – Taylor R. Murray has been named new vice president of branch services by Affinity Plus FCU.
Murray, most recently of Grayslake, Ill., will oversee Affinity Plus’ 28 statewide branches and guide their future direction, said Dave Larson, Affinity Plus President/CEO.
“Brick-and-mortar bank branches have an important role in our credit-union framework, but they also are undergoing remarkable changes,” Larson said. “Taylor will help us hone in on what members are telling us what they want from their community branches, even as members are increasingly using online and mobile tools.”
Larson added that Murray’s selection is the next step in a three-part strategy to hire senior leadership for branch services, digital services and phone services.“By establishing a singular focus over each member-service channel, we will be more adaptable, nimble and data-driven than ever before,” he said.
Murray begins in his new role Monday, Nov. 7.
In his most-recent role, Murray was regional director of service centers for Baxter Credit Union (BCU) of Vernon Hills, Ill. BCU has been named one of the nation’s top 100 credit unions; it serves more than 200,000 members nationwide, with more than $2.6 billion in assets.