The Opportunity

The Head of Channel Partners is a senior sales leader responsible for building, scaling, and leading AFA’s channel partner organization. This role owns the overall strategy and performance of AFA’s channel ecosystem — including credit union leagues, trade associations, consulting partners, and other third-party distribution relationships — and leads the Channel Partner team. This is a player-coach role: accountable for the highest-priority strategic partner relationships while leading the broader team responsible for day-to-day partner management and pipeline development.

What Youll Do

Channel Partner Strategy and Ecosystem Development

• Own and continuously evolve AFA’s channel partner strategy, including partner segmentation, program design, onboarding architecture, and performance standards.

• Identify and prioritize high-value channel partner opportunities, including credit union leagues, CUNA, NAFCU, trade associations, consulting firms, and other referral and distribution partners.

• Develop and manage channel partner agreements, incentive structures, and co-investment frameworks that drive accountability and mutual revenue growth.

• Build a scalable, institutionalized channel program with clear partner tiers, activation playbooks, and performance review cycles.

Strategic Partner Relationship Ownership

• Serve as AFA’s most senior executive point of contact for the highest-priority channel partners.

• Develop joint business plans with key strategic partners, including shared revenue targets, activation milestones, and co-marketing commitments.

• Represent AFA at industry conferences, league events, trade shows, and partner-sponsored forums to build brand visibility and expand the partner network.

• Build executive-level relationships at credit union boards, league leadership, and C-suite contacts of strategic partner organizations.

Team Leadership

• Lead, develop, and hold accountable the Director, Channel Partner Management and the broader channel partner team.

• Establish clear performance expectations, pipeline standards, and activity metrics across the team.

• Coach the Director and team members on partner relationship strategy, AFA’s value proposition, and executive benefit solutions relevant to AFA’s client base.

• Build a high-performance channel sales culture that is collaborative, metric-driven, and aligned with AFA’s broader sales organization.

Revenue and Pipeline Accountability

• Own the channel partner revenue pipeline, setting quarterly and annual targets in partnership with Ryan Millman and the SVP, Sales.

• Ensure consistent partner-sourced lead generation, qualification, and pipeline advancement across all channel relationships.

• Collaborate with the Sales team to ensure clean handoffs and strong conversion of channel-sourced opportunities into active cases.

• Provide regular pipeline and channel performance reporting to Ryan Millman and the principal leadership team.

Enablement and Marketing Collaboration

• Partner with Marketing to develop co-branded resources, partner toolkits, thought leadership content, and campaign support that drives partner activation.

• Design and deliver partner education programs covering AFA’s products, SERP and executive benefit solutions, and the credit union and mission-driven organization marketplace.

• Ensure channel partners are equipped with the knowledge, tools, and support needed to confidently represent AFA’s value proposition.

Technology, Data, and Process Excellence

• Champion Salesforce CRM adoption and data integrity across all channel partner activity, ensuring accurate tracking of partner relationships, referrals, and revenue.

• Implement data-driven frameworks for partner performance monitoring, program optimization, and incentive management.

• Identify and leverage technology platforms that improve partner communication, engagement reporting, and co-selling effectiveness.

What You Bring

Required

• 10+ years of progressive experience in channel sales, partnership development, or business development, with demonstrated success building and scaling channel programs.

• 5+ years of people leadership, including managing directors, senior managers, or multi-person channel sales teams.

• Proven track record of driving meaningful revenue through indirect channel relationships in financial services, insurance, or a closely related industry.

• Strong executive presence and the credibility to build relationships at the board and C-suite level within credit unions, healthcare organizations, and nonprofits.

• Deep experience designing channel partner programs, incentive structures, and co-marketing frameworks.

• Proficiency in Salesforce CRM and data-driven pipeline management.

• Excellent written and verbal communication skills; comfortable representing AFA at senior-level industry forums and partner engagements.

Preferred

• Established relationships within the credit union league system, CUNA, NAFCU, or related trade associations.

• Familiarity with SERP, split-dollar, COLI/BOLI, executive benefits, or nonqualified deferred compensation solutions.

• Experience scaling a channel function from early-stage to institutional maturity.

Acumen Financial Advantage serves as a strategic financial partner to banks and mission-driven organizations, including credit unions, healthcare providers, educational institutions, and nonprofits—focusing on the areas that most directly shape financial performance: leadership strength, capital discipline, and long-term stewardship. Our team brings deep, specialized experience and a holistic, outcome-first perspective, working alongside leadership to navigate complexity and build durable advantage over time.