BIRMINGHAM, AL (July 1, 2025) |
AmFirst is proud to announce the appointment of Robin Moore as Senior Vice President of Retail Operations and Process Management, effective July 1, 2025. This promotion reflects her enduring commitment to excellence and her vital role in leading the credit union forward.
Moore brings an impressive 40 years of service to this expanded role, having grown with AmFirst from her beginnings as a part-time student to her most recent position as Vice President of Process Management.
“The Credit Union’s motto, ‘People Helping People,’ resonates with me,” said Moore. “This doesn’t just relate to direct member contact. It also relates to helping staff understand processes and systems so that they can deliver that first-class member service that credit unions are known for. I look forward to this new challenge and am excited to see what we can accomplish.”
Moore will maintain her current responsibilities in her new role while assuming senior leadership oversight of Card Services, the Call Center, and Interactive Teller Machines (ITMs). This strategic expansion enhances AmFirst’s focus on operational excellence, service innovation, and delivering a seamless experience to members across all channels.
“Robin’s promotion marks a significant step forward for our leadership team,” said Kevin Morris, President and CEO of AmFirst. “With four decades of experience and a proven record of dedication, Robin brings invaluable insight, stability, and heart to everything she does. Her unwavering focus on our mission and our people makes her the ideal leader for this role, and I am confident she will continue to help us reach new heights.”
Moore’s journey at AmFirst began in 1985. Over the decades, she has held numerous roles across branch operations and corporate leadership, steadily rising through the ranks thanks to her strong work ethic, deep institutional knowledge, and passion for service. From early roles in member services to leading regional branch operations and directing process management, Robin has consistently demonstrated a commitment to operational excellence and team development that has helped shape the member experience at AmFirst.
As AmFirst continues to grow and innovate, Moore’s leadership will play a key role in shaping how the credit union delivers outstanding service and operational efficiency across its expanding footprint.
