Brian McAfee

  • Director, Vice President, Business Owner, Client Experience
  • St. Louis, MO, USA
  • Dec 18, 2020
Full time Banking Finance Management Professional Services

Personal Summary

Brian is the Sr. Manager of Branch Operations & Retail Sales wherein he leads a team of 6 direct reports that are responsible for 3 Divisions.  That is comprised of 128 branches and Centralized Sales.  There are over 770 associates in these segments for which he is responsible for the visioning, planning, strategy and execution of projects that directly impact sales, operational efficiencies and the CX/AX of daily operations.  He is also charged with partnering and reporting across all business lines to represent the voice of our branches while leading from the front.


Brian’s team also has a dotted line responsibility for over 110 service-related associates in the field.  This includes but is not limited to the completion of training, quarterly coaching and the completion of reviews and market inspections. 


He completed his study of finance at the University of Missouri, St. Louis while working in the industry and completing his industry exams.  His leadership skills have served him well throughout his career as he traversed branch operations, compliance, risk analysis, client services and sales strategy.  These opportunities have created a well-rounded approach with adaptive communication skills.  Brian currently holds his Series 7, 66 & 24, MO Life and Health, Six Sigma Green Belt and TDA Lean Certification.


Brian is a strong advocate for community service.  For the past decade he has dedicated many hours of time to organizations such as Friends of Kids with Cancer, Habitat for Humanity, Rebuilding Together, Biz Dash and Santa’s Helpers.  Lastly, he is the community chapter leader with strong ties to his local STL Junior Achievement and TDA STL Associate Engagement Teams.

Work Experience

Sr. Manager Branch Strategy, Service & Operations
Jan 2020 - Jan 2020 TD Ameritrade

Execute and support vision, strategy and key initiatives for service, operations and value-add client and associate experiences in the Retail Sales

Branch Network. Lead Branch Service and Operations Teams. Drive service and operational support for all functions within the Branch Network. Manage a team of 7 responsible for 3 divisions with 128 branches and centralized sales with more than 770 Associates.

  • Partner cross-functionally with Retail Sales and Investor Services Leadership, Back and Middle Office, Marketing,

Compliance, Legal and Risk Management teams.

  • Drive alignment and execute priorities, strategic initiatives and business needs for the Branch Network.
  • Lead key projects that directly improve the client/associate experience utilizing systems, tools, processes and policies to impact service and operations.
  • Manage remote teams accountable for multiple levels of complexity within Retail Brokerage Sales, Service and Operations.
  • Oversee hiring, training and coaching of 350+ Field Client Service Specialists.
  • Lead national calls on a variety of topics not limited to compensation, training, policies and strategic initiatives.
  • Leverage client feedback to identify and solve front/back-end operations and create scale.

Leadership Successes

  • Introduced Digital First Experience for iPad and Apps.
  • Created Innovation Technologies Proof of Concepts.
  • Spearheaded policy updates, developed and executed VOCA.
  • Implemented Foot Traffic Technology and deployed MAVRO.
  • Centralized Sales Optimization and successfully delivered branch communications strategies.
Client Services and Operations Manager
Feb 2010 - Dec 2017 Scottrade
  • Spearheaded and implemented policy and procedure changes within business groups to solve complex issues.
  • Retained $550M in AUM and $5.2M in revenue - 2016.
  • Achieved an annual client retention rate of an unprecedented 5%.

Leadership Successes

  • Critical contributor and leader for regulatory, operational, associate and client experience initiatives - projects exceeded requirements and increased operational efficiencies and economies of scale.
  • Eliminated worthless securities.
  • Verbal CIU.
  • Successful Broadridge / TDA Conversion.
  • Created options in money automation and increased subscriber agreements.
  • Enhanced IVT and call flow and implemented new account letter automation.


BSA in Finance
Aug 1999 - Jun 2003 University of Missouri, St. Louis