AVP, Deepening and Member Retention (Executive Level)

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

As an AVP for Deepening and Member Retention in Member Value organization, you will be responsible for leading USAA’s strategy to deepen household relationships, strengthening member retention, and elevating overall member engagement. This leader sets the vision, standards, and governance for deepening and retention, ensuring members connect with the right products, services, and guidance to enhance their financial wellness and overall value. Operating through a hub and spoke model, this role partners closely with cross-functional stakeholders to embed deepening strategies into experiences maintain feedback loops and drive cross-channel consistency. This executive role provides executive oversight of association KPIs, measurement frameworks, and test and learn capabilities that enable continuous improvement and ensure the association delivers a unified, value driven member experience.

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 available for this position.

What you'll do:

• Defines and maintains the association‑wide deepening and retention strategy including governance protocols, risk ownership, and alignment with Lines of Business (LoBs) and USAA’s broader strategic priorities.

•  Establishes' association retention standards and governs the unified retention model, integrating segmentation, analytics and real-time insights to guide engagement.

•  Responsible for implementing the approach for deepening goals including segmentation frameworks, channel engagement strategies, and integration with product and service design.

• Serves as the hub in the hub‑and‑spoke model, driving coordination with LoBs and functional areas to execute deepening and re‑engagement initiatives, while shaping enterprise‑aligned goals, standardizing cross‑functional processes, and ensuring consistent, scalable, and strategically integrated outcomes across the organization.

• Partners with LoB leaders to embed deepening and engagement strategies into product roadmaps, member journeys, and marketing plans, ensuring unified and value-led member journey.

•  Provides executive oversight of governance processes and ensures seamless integration of deepening and retention strategies, cross-channel consistency and real-time data synchronization.

•  Drives a culture of continuous improvement by leveraging member insights, performance analytics, and KPIs to optimize retention, deepening and strengthening overall member value.

•  Champions innovation and data-driven optimization through testing and learning, translating enterprise feedback loops and performance trends into actionable insights that refine strategies and enhance member outcomes.

•  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 related experience (in addition to the minimum years of experience required) may be substituted in lieu of degree.

•  10 years of progressive leadership experience in financial services, with a proven track record in member/customer strategy, marketing, product management, customer experience, or retention roles.

•  6 years of people leadership experience in building, managing and/or developing high-performing teams.

•  Proven experience developing and executing multi-channel deepening, engagement, or retention programs in financial services, membership-based organizations, or similar environments.

•  Advanced analytical and strategic thinking capabilities, with expertise in leveraging data analytics, member insights, and experimentation (including test and learn approaches) to inform and drive actionable strategies.

• Demonstrated succ