BIRMINGHAM, AL — AmFirst has announced the promotion of Robin Moore to the role of Senior Vice President of Retail Operations and Process Management, effective July 1, 2025. With a 40-year tenure at the credit union, Moore’s appointment reflects both her longstanding service and her contributions to operational leadership.
Moore, who began her career at AmFirst as a part-time student in 1985, most recently served as Vice President of Process Management. In her new role, she will continue overseeing process management while expanding her leadership responsibilities to include Card Services, the Call Center, and Interactive Teller Machines (ITMs).
According to AmFirst, the promotion aligns with its ongoing focus on enhancing operational excellence and delivering consistent member experiences across all service platforms.
“Robin’s promotion marks a significant step forward for our leadership team,” said Kevin Morris, President and CEO of AmFirst. He noted Moore’s institutional knowledge and dedication to the organization’s mission.
Moore has served in a variety of roles during her four decades with AmFirst, including positions in member services, regional branch operations, and corporate leadership. Her work has been characterized by a focus on process improvement, staff development, and member service delivery.
In a statement, Moore expressed enthusiasm for the new role and highlighted her belief in the organization’s mission. She emphasized the importance of supporting internal staff as part of delivering strong member service.
AmFirst describes Moore’s promotion as a strategic move that will support the credit union’s growth and innovation efforts across its expanding footprint.
