WSFS Financial Corp., the parent company of WSFS Bank, announced Luke M. Donaldson was named senior vice president, chief customer experience officer.

The responsibilities of the customer experience department will span across the organization. Donaldson will lead WSFS’ channel strategy initiatives, take ownership for critical partnerships that impact and influence customers’ experiences and will champion optimization efforts throughout the organization.

Donaldson joined WSFS Bank in November 2016 as vice president, director of the project management office and information technology management services. Prior to joining WSFS, his roles included chief technology officer for Beneficial Bank, founder of a business development company with multi-regional operations and various leadership roles in software development, information security and payment systems during his 16 year tenure with MBNA.

“Luke’s breadth of experience and depth of expertise will serve us well in this new role as we sharpen our focus to better serve our customers,” said Mark A. Turner, president and CEO of WSFS Bank. “We are intensifying our efforts in the customer experience space and delivering seamless experiences is a critical component of our strategy.”

Donaldson is actively involved in the community and plays roles in supporting Zip Code Wilmington, ITWorks and Open Bracket Delaware. He and his family reside in Middletown.