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.

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.

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,