The BRANCH CEO: Branch Managers Are Increasingly Given Great Latitude, Which Is Exactly The Way They Say They Like it.

SAN FRANCISCO -- What qualities define a great branch manager?

The question is critical. Branches represent significant investments in both facilities and personnel, but that success of that branch can come down to the individual managing

The answer to that question, according to those who oversee branch networks and who are branch managers themselves, is multifold, including a person who works extremely hard, wears many hats, can balance pleasing members, employees and senior management, and who is also a natural leader, flexible, adaptable and has excellent time-management skills. Moreover, the branch manager must possess an entrepreneur's acumen as well as a coach's ability to teach, mentor and motivate.

All of that might seem back-breaking, yet the managers with whom The Credit Union Journal spoke generally indicated they love their job and wouldn't have it any other way.

Defining the Best

Barry Kane, vice president of branches for San Francisco, Calif.-based Patelco Credit Union, said roles are more defined at a large bank, but CU branch managers must be able to take on many tasks. Kane, who oversees 38 branches for the $3.5-billion, 210,000-member credit union, said a great branch manager is distinguished by the ability to keep both ears on two conversations at once - watching the branch, while at the same time making the members feel as if the attention is on them.

"The branch manager must be a natural entrepreneurial leader. Not a leader like the president, but someone who can lead the staff," he said. "We depend on our branch managers to run the show with a lot of independence. They wear a lot of hats, because in addition to what goes on in their branches, they must work with our business development people in visiting SEGs, chambers and community events. They have to operate in an economical manner and get a lot done in a high-productivity environment. They have to do so with the least number of people while still providing excellent service."

"That's a lot," Kane said with a laugh, "but if they have that entrepreneurial spirit, it's enjoyable."

Curt Rowe, manager of Patelco's Elk Grove, Calif., branch, located 10 miles south of the state capitol in Sacramento, agreed. "If you really like what you are doing, there are no difficult parts," he said. "The most challenging thing-I have eight employees-is to make sure they are being developed. Because you want them to succeed so bad, you want to be supportive and get them training. In a fast-paced environment, you want to make sure no one falls through the cracks."

Keryn Marlatt, senior vice president for WestStar Credit Union in Las Vegas, Nev., said a good branch manager is "totally focused on the member."

"He or she is always trying to figure out how not to say …