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Vice President, Brand Marketing

Job ID
R0099370
Date posted
05/20/2024

Why USAA?

At USAA, we have an important mission: facilitating the financial security of millions of U.S. military members and their families. Not all of our employees served in our nation’s military, but we all share in the mission to give back to those who did. We’re working as one to build a great experience and make a real impact for our members.
We believe in our core values of honesty, integrity, loyalty and service. They’re what guides everything we do – from how we treat our members to how we treat each other. Come be a part of what makes us so special!

The Opportunity

The marketing organization at USAA has embarked on a transformative effort to become a Member-centric, performance-oriented organization anchored in the historic strength of USAA’s brand. Key goals of the transformation include accelerating performance marketing capabilities, enabling increased deepening and engagement of Members, and driving best-in-class execution across marketing through focused Centers of Excellence. There is significant buy-in for this direction, with a new CMO in seat and a new organization and operating model being rolled out. We are now at a pivotal moment to cement the marketing leadership team and continue to make progress with the hire of a few critical roles. 

The Vice President, Brand role is primarily responsible for developing and delivering a comprehensive Brand strategy to both reinforce Brand values with current members and create awareness for membership eligibility with the currently eligible population. This leader will be responsible to create a brand expression that will be both relevant to the current members as well as appealing and engaging to the younger demographics of future membership profiles. While. A strong brand expression is core to the CEO agenda, we look to this leader to partner with performance marketing teams and LOB presidents and their teams in creating a measurable connection from brand affinity to product acquisition and relationship deepening.  A successful candidate will be excited by the opportunity to manage a highly experienced team while selectively building new capabilities particularly in the analytics space.

What you’ll do:

  • Develop and deliver marketing strategy, go to market plan and budget for Brand marketing to achieve Brand health and production goals.

  • Develop and deliver USAA Brand strategy and Framework (e.g., core values, identity, value proposition, look and feel) while consulting to deliver the LOB product differentiators that ladder up to the enterprise value proposition.

  • Lead and deliver all integrated Branding programs (Military Marketing, Currently Serving, Military Holidays etc.) across Strategy, Digital Brand and partner with internal Company and Staff Agencies to include risk acceptance for Brand initiatives where appropriate.

  • Partners with key stakeholders and counterparts to deliver various Go To Market (GTM) strategies (including but not limited to Military Marketing, HR, Suspect, Military Affairs, CEO).

  • Develop strategy, plan, and execute national and paid media campaigns efficiently across existing and future audiences and channels while driving continuous optimization for all of USAA.

  • Develops and governs Brand Guidelines to ensure internal and external understanding and application of consistent branding by setting guidelines, templates, offering appropriate resources (e.g., training, consulting) and Brand governance across the Enterprise and with 3rd party agencies.

  • Establish and manage all major brand sponsorship and affinity programs and relationships across USAA (ex. Sr Executive of NFL, Academies Athletics, etc.)

  • Lead in-house creative agency (project management + execution) as well as relationship with external contractors.

  • Responsible for managing internal contracts across partnerships, sponsorships, military affinities, and agencies.

  • Develops all National Video Creative.

  • Directs cross-functional teams to develop and deliver Brand plans, projects, and/or initiatives on time and within budget and contribute to cross-CoSA production goals including key programs e.g., Currently Servicing.

  • Serves as a strategic advisor by providing perspectives and recommendations on significant marketing opportunities and issues facing the company; allocates and prioritizes marketing and sales resources to deliver against the biggest.

  • opportunities and achieve desired business results.

  • Serves as a strategic advisor and Marketing representative for Reputational/Social Issues Committee, liaison to Brand PR Team, CEO Office, Strategy and Military Affairs.

  • Lead team to build and accelerate analytics functional expertise to monitor and assess the performance of the Lines of Business against business marketing sales plans and initiatives.

  • Builds and oversees a large team of professionals 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 related experience developing financial services marketing strategies, managing major initiatives, and delivering results within a large, complex organization.

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

  • Proven track record creating marketing, brand and sales strategies, and programs across the entire customer lifecycle, including acquiring new customers and deepening customer relationships to drive the performance of the business.

  • Demonstrated experience in working in a multi-company and multi-product environment and marketing a broad range of financial products.

  • Ability to develop and implement a long-term yet flexible brand strategy that aligns with organization values / objectives.

  • Experience collaborating with key resources and stakeholders, influencing decisions, and managing work to achieve strategic goals.

  • Experience managing internal creative agency through all levels of the funnel including large scale video.

  • Experience managing external agencies including media, sponsorship, and HR marketing.

  • Executive-level business acumen in the areas of business operations, marketing industry practices, and emerging trends.

  • Ability to work cross-functionally at all levels of the organization and to manage and prioritize multiple tasks on very tight deadlines.

  • Expert ability to translate qualitative/quantitative data into actionable insights that tell a story with deep expertise in interpreting and articulating consumer insights in marketing materials.

  • Responsible to find, obtain, manage, and maintain creative engineering equipment used in large scale creative development, as well as live event production.

What we offer:

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 position. The salary range for this position is: $216,750.00-390,150.00.

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

Long Term Incentive Plan: Cash payment for Executive level roles only, representing a cash payment which is both time and performance based.

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, please 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.

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