Director, Audience Strategy & Personalization

Why USAA?

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.

The Opportunity

Our Director of Audience Strategy & Personalization leads a team responsible for developing and advancing audience strategy, segmentation, and personalization capabilities across Marketing. Translates member insights, behaviors, and business objectives into audience and engagement strategies that improve member relevance, marketing effectiveness, and business outcomes. Partners across Marketing, Analytics, Martech, Brand, and business stakeholders to establish scalable audience and personalization frameworks, identify growth opportunities, and support data-informed decision making.

We offer a flexible work environment that requires an individual to be in the office 4 days per week. This position can be based in one of the following locations: San Antonio, TX, Plano, TX or Charlotte, NC.

Relocation assistance is available for this position.

What you'll do:

• Leads and develops a team responsible for audience strategy, segmentation, and personalization, ensuring alignment with marketing objectives, member needs, and business priorities.
• Guides the translation of member intelligence, behaviors, lifecycle signals, and business objectives into actionable marketing strategies and recommendations.
• Provides leadership and governance for audience and personalization practices, ensuring consistence, scalability, and alignment across Marketing.
• Oversees the development of audience frameworks, segmentation approaches, and personalization strategies that enable relevant member experiences.
• Partners with leaders across Martech, Data and Analytics, Lifecycle Marketing, Brand, and other business areas to align audience, personalization, and growth priorities.
• Directs the Identification and prioritization of audience-driven growth opportunities that improve member acquisition, engagement, retention, and member value.
• Oversees measurement, experimentation, and behavioral insights that evaluate marketing effectiveness and support continuous optimization.
• Establishes team priorities and strategic plans that align audience and personalization initiatives with marketing and business objectives.
• Leads the evaluation and application of data, Martech, AI, and emerging capabilities to enhance personalization and marketing performance.
• Serves as a strategic leader and trusted advisor to senior leadership, influencing audience, personalization and long-term marketing strategy.
• Builds and oversees a team of employees for assigned functional area through ongoing execution of recruiting, development, retention, coaching and support, performance management, and managerial activities.
• Ensures risks associated with business activities are effectively identified, measured, monitored, and controlled in accordance with risk and compliance policies and procedures.

What you have:

• Bachelor's degree; OR 4 years of relevant education and/or experience.
• 8 years of experience in growth strategy, marketing strategy, performance marketing, management consulting, product strategy, or a related discipline.
• 3 years of direct team lead or people management experience.
• Strong understanding of growth strategy, customer/member strategy, marketing investment, and performance.
• Considerable experience developing and influencing strategy across large, complex, or multi-business organizations.
• Demonstrated ability to leverage data, analytics, and business insights to identify opportunities and inform strategic decisions.
• Proven ability to build partnerships and influence stakeholders across marketing, analytics, technology, and business functions.
• Strong communication and presentation skills, with experience presenting strategic recommendations to senior leaders and executive stakeholders.

Compensation range: The salary range for this position is: $127,310 - $243,340.

USAA does not provide visa sponsorship for this role. Please do not apply for this role if at any time (now or in the future) you will need immigration support (i.e., H-1B, TN, STEM OPT Training Plans, etc.).

Compensation: USAA has an effective process for assessing market data and establishing ranges to ensure we remain competitive. You are paid within the salary range based on your experience and market data of the position. The actual salary for this role may vary by location.

Employees may be eligible for pay incentives based on overall corporate and individual performance and at the discretion of the USAA Board of Directors.

The above description reflects the details considered necessary to describe the principal functions of the job and should not be construed as a detailed description of all the work requirements that may be performed in the job.

Benefits: At USAA our employees enjoy best-in-class benefits to support their physical, financial, and emotional wellness. These benefits include comprehensive medical, dental and vision plans, 401(k), pension, life insurance, parental benefits, adoption assistance, paid time off program with paid holidays plus 16 paid volunteer hours, and various wellness programs. Additionally, our career path planning and continuing education assists employees with their professional goals.

For more details on our outstanding benefits, visit our benefits page on USAAjobs.com.

Applications for this position are accepted on an ongoing basis, this posting will remain open until the position is filled. Thus, interested candidates are encouraged to apply the same day they view this posting.

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.