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About the Role

As Executive Director of Product Marketing, you will lead product marketers to acquire new accounts, shape and implement product-specific marketing strategies, focus on performance metrics, and deliver measurable results. You will accelerate growth through continuous test-and-learn agenda, improvement of paid marketing efforts, and expert allocation of marketing investments. Your team will ideate, plan, launch, measure, and optimize marketing campaigns to drive sustainable growth at efficient Cost Per Account (CPAs). You will be accountable for a large marketing budget, and you will collaborate closely with internal stakeholders such as Brand, Product, Risk, and Analytics to drive growth via both new-to-USAA members as well as cross-selling to existing members. Strong analytical skills, business acumen, and entrepreneurial spirit are key to success in this role.

Responsibilities

Responsible for fully digital-first marketing lifecycle, inclusive of strategy, member research, planning, direct response marketing, agency management, creative development, compliant execution, analytics and optimization, and performance management for a subset of products that they support.
Develop and implement marketing plans and campaigns to build and deepen USAA's relationship with existing members, and drive acquisition of new members.
Manage multiple product marketing budgets to deliver sustainable growth at efficient Cost per Account (CPAs) at scale.
Accountable for digital acquisition experience, lead adoption of new ways of working, and leverage storytelling to drive understanding & adoption of change.
Adopt & lead a team to embrace safe & sound business practices at scale.
Provide thought leadership within and keen awareness of the external digital space, with established network of external partners to inspire out-of-box thinking.
Significant knowledge in product related regulations, and risk and compliance requirements.
Thrive working with cross-functional teams. Effective change agent that can get the job done and push mission forward while managing multiple stakeholder interests and expectations along the way.
Keep USAA brand and our mission to serve the military community at the forefront of new marketing practice.
Attract, develop, expand, and retain high performing teams of marketing professionals that deliver outcomes and key results.
Cultivate talent through coaching and training.
Ensures risks associated with business activities are effectively identified, measured, monitored, and controlled in accordance with risk and compliance policies and procedures.

Requirements

10+ years of relevant work experience in financial services with hands-on marketing experience in conversion channels (i.e. Paid Search, Affiliates, Direct Mail).
4+ years of people leadership experience in building, managing and/or developing high-performing teams required.
Experience collaborating with key resources and stakeholders, influencing decisions, and managing work to achieve strategic goals required.
Executive-level business acumen in the areas of business operations, industry practices and emerging trends required.
Demonstrated ability to create and articulate a vision for product marketing organization.
Ability to seek and analyze data from variety of resources to support marketing decisions and alignment with key stakeholders.
Demonstrated proficiency in Product Marketing, including setting growth objectives, developing marketing plans, performance reporting, and driving incremental growth consumer definition, situation assessment, financial analysis, and marketing strategy.
Demonstrated proficiency in marketing data analytics.
Excellent communication skills (verbal and written) with the ability to adjust communication style based on the audiences.
Strong analytical skills with the ability to analyze and evaluate information.
Ability to exercise appropriate judgment by using information and knowledge to make timely, effective decisions.
Ability to adjust scope or resources as appropriate, mitigating potential risk to projects.
5+ years of Property & Casualty product marketing experience, with a focus on auto insurance acquisition.
Proven success driving growth in a direct-to-consumer model across offline and digital channels, including Paid Search, Affiliates, and Direct Mail.
Demonstrated expertise in direct-to-consumer product marketing, including growth planning, marketing strategy, performance measurement, financial analysis, and data-driven decision making.
Demonstrated expertise in audience strategy and lifecycle marketing, including audience definition, segmentation, personalization, and engagement strategies that drive customer acquisition, deepening, retention, and lifetime value.
Hands-on experience with Salesforce and modern marketing automation, personalization, and customer data platforms.
Deep understanding of the P&C insurance business and financial drivers, with the ability to connect marketing investments and strategies to portfolio performance, profitability, growth objectives, and P&L outcomes.
Exceptional communication, influence, and stakeholder management skills, with the ability to build alignment across a complex matrixed organization and effectively engage senior leaders and cross-functional partners.
Proven ability to build strong marketing partnerships, align audience strategies, optimize customer journeys, and deliver integrated programs that drive measurable business outcomes.
Strong analytical and strategic thinking skills, with the ability to translate complex data and market insights into actionable recommendations and executive-level decisions, particularly within the P&C market.
Experience working in and/or leading cross-functional agile teams, serving as a team lead or product owner, and setting priorities and strategic direction.
US military experience through military service or a military spouse/domestic partner.

Skills

Product Marketing
Marketing Strategy
Performance Metrics
Paid Marketing
Marketing Investments
Marketing Campaigns
Cost Per Account (CPAs)
Analytical Skills
Business Acumen
Entrepreneurial Spirit
Brand Management
Risk Management
Analytics
Optimization
Performance Management
Member Research
Agency Management
Creative Development
Compliant Execution
Digital Marketing
Direct Response Marketing
Storytelling
Safe & Sound Business Practices
Thought Leadership
External Partnerships
Product Regulations
Risk and Compliance
Cross-functional Team Collaboration
Change Management
Talent Development
Coaching
Training
Risk Identification
Risk Measurement
Risk Monitoring
Risk Control
Conversion Channels
Paid Search
Affiliates
Direct Mail
People Leadership
Stakeholder Influence
Business Operations
Industry Practices
Emerging Trends
Vision Articulation
Data Analysis
Marketing Data Analytics
Communication Skills
Judgment
Decision Making
Project Risk Mitigation
Property & Casualty Product Marketing
Auto Insurance Acquisition
Direct-to-Consumer Model
Growth Planning
Performance Measurement
Financial Analysis
Data-Driven Decision Making
Audience Strategy
Lifecycle Marketing
Audience Definition
Segmentation
Personalization
Engagement Strategies
Customer Acquisition
Customer Deepening
Customer Retention
Customer Lifetime Value
Salesforce
Marketing Automation
Personalization Platforms
Customer Data Platforms
P&C Insurance Business
Financial Drivers
Portfolio Performance
Profitability
Growth Objectives
P&L Outcomes
Influence
Stakeholder Management
Matrixed Organization Engagement
Senior Leader Engagement
Cross-functional Partner Engagement
Marketing Partnerships
Customer Journey Optimization
Integrated Programs
Strategic Thinking
Market Insights
Actionable Recommendations
Executive-Level Decisions
Agile Teams
Product Owner
Priority Setting
Strategic Direction

Location

San Antonio, TX
Plano, TX
Phoenix, AZ
Colorado Springs, CO
Charlotte, NC
Tampa, FL
Chesapeake, VA

Work Type

Hybrid
Remote

Experience Level

Executive
10+ years of relevant work experience
4+ years of people leadership experience
5+ years of Property & Casualty product marketing experience

Education Level

Bachelor's degree
MBA preferred

Salary/Compensations

$169,880.00 - $305,780.00

Benefits

Comprehensive medical, dental and vision plans
401(k)
Pension
Life insurance
Parental benefits
Adoption assistance
Paid time off program with paid holidays
16 paid volunteer hours
Various wellness programs
Career path planning
Continuing education

About the Company

At USAA, our mission is to empower our members to achieve financial security through highly competitive products, exceptional service and trusted advice.
We seek to be the #1 choice for the military community and their families.
Embrace a fulfilling career at USAA, where our core values – honesty, integrity, loyalty and service – define how we treat each other and our members.
Be part of what truly makes us special and impactful.
We are proud to support active-duty military spouses. USAA roles may offer remote or hybrid flexibility for active-duty military spouses consistent with applicable policy and business needs.

Equal Opportunity

USAA is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or status as a protected veteran.