MADISON, Wis. (3/24/11)--A new white paper from the Credit Union National Association’s (CUNA) Community Credit Union Committee offers insights on the key forces that are changing the role of the branch manager and how credit unions should react. The paper, titled The Credit Union Branch Manager: A New Leader for a New Era, outlines critical expectations for the next-generation branch manager and the skill sets that must be developed to meet those expectations. The paper describes a digital shift that is beginning to affect the traditional retail banking model, and the changing role of the branch manager as credit unions see continued proliferation of mobile channels and e-payments. With this unprecedented consumer shift, financial institutions are struggling to determine where the brick-and-mortar branch fits into a future-looking business model--and what role a branch manager will play in the growth and success of their organizations. The evolution of both the branch and the profile of the branch manager will be a difficult and volatile challenge for credit union executives, according to the white paper. This will be a major topic during strategic planning, annual budgeting and the ongoing execution of the organization’s growth plans. The CUNA Community Credit Union Committee was formed in 2006 to provide support for community credit unions. The committee’s purpose is to support and service community credit unions and credit unions considering a community charter through representation of community credit unions’ unique legal, legislative and regulatory needs; and education, resources and information. To download a free copy of The Credit Union Branch Manager: A New Leader for a New Era use the link.