Bay Federal Credit Union has announced the promotion of Ryan Cash to Vice President/Chief Experience Officer to ensure the voice of the member helps guide the credit union’s strategic planning, prioritization and allocation of resources.
Cash’s promotion comes after years of leading various projects that have improved the member and employee experience at the credit union. He will be responsible for the coordination and delivery of the member experience through all delivery channels, including the branch network, call center, ATMs, and digital banking solutions. He is currently working on a project to redesign the member onboarding experience and improve loan processes.
“We are very proud of Bay Federal’s reputation for providing excellent member service,” Cash said. “In this new role I’m excited to build on that reputation and help ensure our members receive a world class experience through every interaction with the credit union.”
Cash joined Bay Federal in 2015 with more than a dozen years of experience in the financial industry. Under his leadership, new technologies have been implemented to improve the credit union’s online and mobile banking processes and efficiencies, as well as new applications to allow Bay Federal cardholders to enjoy more convenience and confidence in their cards.
“There is something truly unique about Bay Federal, where the members and employees have a true voice,” said bay Federal President and CEO Carrie Birkhofer. “We look forward to what Ryan will accomplish in his new role to ensure that voice continues to be heard and for our membership to have an experience that sets us apart in the community.”
Cash serves on the Board of Directors for the Boys and Girls Club of Santa Cruz County. He has an MBA from Pepperdine University and a bachelor’s degree from UC Santa Cruz. He resides in Capitola with his wife and three children.