Director, Channel Strategy and Performance

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.

The Opportunity

Our Director, Channel Strategy and Performance is responsible for leading the strategy, execution and optimization of our owned marketing channels—including email, direct mail, and on-site placements. This role will be responsible for driving performance across these critical touchpoints, leveraging advanced Customer Data Platform (CDP) capabilities and omni-channel orchestration to deliver personalized, relevant, and measurable member experiences. The Director will also be responsible for monitoring channel performance, identifying areas for improvement, and implementing data-driven strategies to achieve and exceed targets.

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, Phoenix, AZ, Colorado Springs, CO, Charlotte, NC, Chesapeake, VA or Tampa, FL.

Relocation assistance is not available for this position.

What you'll do:

• Accountable for leading end-to-end strategy and performance of Bank's owned marketing channels (email, direct mail, on-site), driving rigorous test-and-learn programs, applying data-driven insights to continuously improve channel performance.
• Designs and implements a trigger-based marketing execution strategy, ensuring timely, event-driven, and highly personalized member interactions.
• Spearhead the strategic use of Customer Data Platform (CDP) and Salesforce capabilities to design and activate audience targeting, segmentation, and personalized experiences, ensuring data-driven decision-making and measurable impact.
• Accountable for the successful execution of audience targeting initiatives, guiding cross-functional teams through change management processes to embed new capabilities.
• Partners cross-functionally with analytics, product, and technology teams to maximize the impact of personalization and targeting strategies.
• Provides oversight for the design and governance of audience creation within technology platforms, ensuring alignment with enterprise engagement objectives.
• Serves as the senior advisor on audience strategy, setting direction and standards for team execution while fostering innovation and continuous improvement.
• Establishes and enforce best practices for audience management and activation, collaborating with internal stakeholders to ensure consistency, scalability, and compliance.
• Establishes and enforces disciplined processes to deliver operational excellence and measurable business outcomes.
• Monitors performance metrics and outcomes to assess effectiveness, identify gaps, and drive continuous optimization across audience engagement efforts.
• Builds a strong risk culture and accountable for controlling operational risk across the function, including compliance with applicable laws, regulations, and regulatory guidance to successfully achieve the Bank’s objectives.
• 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 related experience (in addition to the minimum years of experience required) may be substituted in lieu of degree.
• 8 years of experience leading owned channel marketing at scale, including end-to-end strategy, execution, and optimization across email, SMS, push notifications, and web personalization with a proven ability to drive measurable performance outcomes, such as increased engagement, conversion, and retention, through data-driven marketing initiatives.
• 3 years of people leadership experience in building, managing and/or developing high-performing teams required.
• Direct experience implementing and leveraging Customer Data Platforms (CDPs) such as Salesforce and/or Adobe Experience Platform to drive personalized marketing efforts.
• Deep expertise in trigger-based and lifecycle marketing, with a strong track record of designing and executing automated, customer-centric campaigns.
• Demonstrated ability to develop and scale complex marketing programs that drive engagement, retention, and conversion across the customer journey.<