AVP, Product Marketing - Life, Health & Annuities
USAA · Charlotte · $195,230–$351,410 (stated in the posting)
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
AVPs of Product Marketing lead product marketers to acquire new accounts, shape and implement product-specific marketing strategies, focus on performance metrics, and deliver measurable results. They are accountable for accelerating growth through continuous test-and-learn agenda, improvement of paid marketing efforts, and expert allocation of marketing investments. The team ideates, plans, launches, measures, and optimizes marketing campaigns to drive sustainable growth at efficient Cost Per Account (CPAs). The AVPs of Product Marketing are also accountable for a large marketing budget, and collaborate closely with internal stakeholders such as Brand, Product, Risk, and Analytics to drive growth via both new-to-USAA members as well as cross-selling to existing members. Strong analytical skills, business acumen, and entrepreneurial spirit are key to success in these roles.
AVP, Product Marketing – Life, Health & Annuities
The AVP, Product Marketing - Life, Health & Annuities reports directly to the Chief Marketing & Digital Officer for USAA Life Insurance Company (LifeCo). In addition to this position, the Chief Marketing & Digital Officer's team includes leaders responsible for Investment Advisory Marketing, Marketing Strategy & Planning, Content Marketing, Media & Marketing Activation, Digital Growth, and Digital Experience.
USAA offers a flexible work environment that requires in-office presence 4 days per week. This position can be based in either Charlotte, NC or San Antonio, TX. Relocation assistance is available for this position.
This role represents a unique opportunity to shape the future of protection, retirement security, health, and financial well-being for millions of military members, veterans, and their families.
At USAA, our mission is to empower more than 14 million members to achieve financial security through competitive products, exceptional service, and trusted advice. For more than a century, USAA has earned the trust of the military community by helping members navigate life's most important financial decisions. Today, the Life Company business sits at the center of that mission, delivering a broad portfolio of life insurance, annuity, health, Medicare, and supplemental protection solutions designed to help members protect their families, prepare for the unexpected, accumulate assets, generate retirement income, and build long-term financial security.
This is not a traditional product marketing role. It is a business leadership opportunity.
The executive selected for this role will help define how USAA brings its Life, Annuity, and Health solutions to market, driving growth across one of the company's most important businesses. The successful candidate will build upon the trust, loyalty, and brand equity that make USAA one of the most respected financial institutions in the country while helping modernize and evolve how members discover, evaluate, purchase, and engage with protection, health, and retirement solutions in an increasingly digital world.
The portfolio includes term life, universal life, whole life, survivorship life, fixed indexed annuities, fixed guaranteed growth annuities, Medicare-related products, dental and vision coverage, critical illness insurance, cancer insurance, accidental injury coverage, and other supplemental health solutions. Together, these products help members protect income, safeguard families, prepare for retirement, generate guaranteed income, manage healthcare needs, and preserve long-term financial well-being.
The AVP, Product Marketing - Life, Health & Annuities will be responsible for developing and executing integrated product marketing strategies across the entire customer lifecycle. Partnering closely with Product, Distribution, Digital, Analytics, and Enterprise Marketing teams, this executive will lead market positioning, segmentation, customer acquisition, product launches, member engagement, retention, and cross-sell initiatives across multiple product categories and distribution models. Success in the role will require the ability to translate complex insurance, health, and retirement products into compelling customer value propositions that drive both member value and business performance.
The role will require a leader capable of navigating distinct go-to-market approaches across multiple distribution channels, including direct-to-member marketing for Life Insurance products, direct-to-member and USAA Life General Agency-supported distribution for Health products, and both direct-to-member and third-party distribution channels for Annuity products.
As a senior member of the Life Company marketing leadership team, this executive will have significant visibility and influence across the organization. The role requires a leader who can combine strategic vision with operational excellence while helping shape the next generation of marketing capabilities within USAA Life Company.
Equally important, this executive will have the opportunity to work alongside a transformational marketing leader known for building high-performing teams, modernizing marketing organizations, and driving growth across some of the most respected brands in financial services. Candidates who are energized by building, innovating, and creating lasting enterprise value will find a leadership environment built on collaboration, accountability, and impact.
This is more than a product marketing leadership role. It is an opportunity to influence how millions of military families protect what matters most, prepare for retirement, navigate healthcare needs, and achieve greater financial security at every stage of life.
Tasks
Accountable for fully digital-first marketing lifecycle, inclusive of strategy, member research, planning, direct response marketing, agency management, creative development, compliant execution, analytics and optimization, and performance management.
Develop and implement marketing plans and campaigns to build and deepen USAA's relationship with existing members, and drive acquisition of new members via company products.
Manage large marketing budget allocations across multiple products and channels to deliver sustainable growth at efficient CPAs at scale.
Drive digital acquisition experience, lead adoption of new ways of working, and leverage storytelling to drive understanding & adoption of change.
Adopt & lead a team to embrace safe & sound business practices at scale.
Provide thought leadership within and keen awareness of the external digital space, with established network of external partners to inspire out-of-box thinking.
Significant knowledge in product related regulations, and risk and compliance requirements.
Thrive working with cross-functional teams. Effective change agent that can get the job done and push mission forward while managing multiple stakeholder interests and expectations along the way.
Keep USAA brand and our mission to serve the military community at the forefront of new marketing practices.
Attract, develop, expand, and retain high performing teams of marketing professionals that deliver outcomes and key results.
Cultivate talent through coaching and training.
Ensures risks associated with business activities are effectively identified, measured, monitored, and controlled in accordance with risk and compliance policies and procedures.
What You'll Do
Lead the Life, Health & Annuities Product Marketing function for USAA Life Insurance Company, setting the vision, strategy, operating model, and priorities for a portfolio that includes life insurance, annuities, health, Medicare, and supplemental protection products.
Develop and execute integrated product marketing strategies that drive growth, increase product adoption, deepen member relationships, and improve financial outcomes for USAA members across all stages of life.
Serve as the primary marketing partner to Product, Distribution, Sales, Analytics, Digital, Risk, Compliance, and Enterprise Marketing leaders to shape product strategy, go-to-market plans, and business growth initiatives.
Own customer segmentation, positioning, messaging, value proposition development, and portfolio marketing strategies that differentiate USAA's Life, Health & Annuities offerings in the marketplace.
Lead end-to-end go-to-market planning and execution for new product launches, product enhancements, pricing initiatives, and strategic growth programs.
Drive customer acquisition, engagement, conversion, retention, cross-sell, and relationship-deepening strategies across direct-to-member, partner-supported, and third-party distribution channels.
Translate complex insurance, health, retirement, and income-planning products into compelling, customer-centric experiences and marketing programs that clearly communicate value and drive action.
Partner closely with Digital Growth, Media, Content, and Digital Experience teams to optimize marketing investments, enhance customer journeys, and improve marketing effectiveness across the entire funnel.
Leverage customer insights, market research, competitive intelligence, and performance analytics to identify growth opportunities, prioritize investments, and continuously improve business performance.
Develop marketing strategies tailored to the unique dynamics of Life Insurance, Health, and Annuity distribution channels, including direct-to-member, USAA Life General Agency partnerships, and third-party distribution relationships.
Manage significant marketing investments and resources to achieve growth objectives while maintaining disciplined stewardship of budgets and marketing ROI.
Champion a culture of innovation, experimentation, and continuous improvement through data-driven decision making and test-and-learn methodologies.
Build, lead, and develop a high-performing team of product marketing professionals while fostering a culture of collaboration, accountability, and member-centricity.
Ensure marketing activities are executed in compliance with regulatory, risk, legal, and governance requirements.
Serve as a visible member of the Life Company Marketing leadership team, helping shape broader marketing strategy, organizational capabilities, and enterprise growth priorities
What You've Previously Done
Led or significantly transformed a Life, Health, and/or Annuities product marketing function within a life insurance company, health insurer, retirement services organization, employee benefits provider, wealth or retirement platform, or broader financial services institution, with responsibility for product positioning, go-to-market strategy, customer acquisition, member engagement, distribution enablement, and growth.
Led product marketing for a consumer-facing Life, Health, and/or Annuities business, marketing products such as term life insurance, permanent life insurance, fixed or fixed indexed annuities, retirement income solutions, Medicare solutions, supplemental health products, disability income, long-term care, employee benefits, or related protection and retirement-oriented solutions through direct-to-consumer, partnership, and/or intermediary distribution channels.
Developed and executed customer acquisition, engagement, conversion, retention, and cross-sell strategies within a digital-first Life, Health, Annuities, and/or Retirement business, leveraging customer segmentation, value proposition development, product launches, lifecycle marketing, digital distribution, performance marketing, marketing analytics, and data-driven growth initiatives to drive product adoption, customer growth, and business performance.
Successfully marketed complex protection, healthcare, retirement, and income-planning solutions, translating technical product features into compelling customer value propositions that increased awareness, consideration, conversion, and long-term customer value.
Partnered closely with Product, Distribution, Sales, Digital, Analytics, and Executive Leadership teams to deliver integrated go-to-market strategies across multiple product categories and distribution models, balancing customer needs, business objectives, regulatory requirements, and sustainable growth
What You Have
Executive-level product marketing leadership experience within a life insurance company, health insurer, employee benefits provider, Medicare organization, retirement services company, or broader financial services institution.
A proven track record of leading and scaling product marketing organizations, including responsibility for strategy, talent development, go-to-market execution, product growth, and business performance.
Deep expertise marketing Life, Health, and/or Annuities products, including experience with one or more of the following: term life insurance, permanent life insurance, fixed indexed annuities, fixed and deferred annuities, retirement income solutions, guaranteed income products, Medicare solutions, supplemental health products, disability income, long-term care, employee benefits, or related protection, retirement, and financial wellness solutions.
Demonstrated success developing product positioning, customer segmentation strategies, value propositions, and integrated go-to-market plans that drive measurable business growth.
Experience leading large-scale customer acquisition, engagement, retention, and cross-sell initiatives across both digital and traditional distribution channels.
Strong understanding of direct-to-consumer marketing, digital growth strategies, customer lifecycle management, performance marketing, and modern marketing analytics.
Experience partnering closely with Product, Sales, Distribution, Digital, Analytics, Finance, Risk, and Compliance teams within a complex matrixed organization.
A proven ability to translate complex insurance and financial services products into clear, compelling customer experiences and marketing campaigns.
Strong commercial acumen, including experience managing significant marketing budgets, evaluating business cases, and driving profitable growth.
Exceptional leadership skills with a demonstrated ability to attract, develop, and retain high-performing talent while building an inclusive and performance-oriented culture.
Strong executive presence and communication skills, with the ability to influence senior stakeholders and align diverse teams around a common vision.
Education and Experiences That Will Support Your Success
Bachelor's degree; OR 4 years of relevant education and/or experience.
10+ years of relevant work experience in financial services with hands-on marketing experience in conversion channels (i.e.: Paid Search, Affiliates, Direct Mail).
6 years of people leadership experience in building, managing and/or developing high-performing teams required.
Experience collaborating with key resources and stakeholders, influencing decisions, and managing work to achieve strategic goals required.
Executive-level business acumen in the areas of business operations, industry practices and emerging trends required.
Demonstrated ability to create and articulate a vision for product marketing organization.
Ability to seek and analyze data from variety of resources to support marketing decisions and alignment with key stakeholders.
Demonstrated proficiency in Product Marketing, including setting growth objectives, developing marketing plans, performance reporting, and driving incremental growth consumer definition, situation assessment, financial analysis, and marketing strategy.
Demonstrated proficiency marketing data analytics.
Excellent communication skills (verbal and written) with the ability to adjust communication style based on the audiences.
Strong analytical skills with the ability to analyze and evaluate information.
Ability to exercise appropriate judgment by using information and knowledge to make timely, effective decisions.
Ability to work independently and with minimal supervision.
Ability to adjust scope or resources as appropriate, mitigating potential risk to projects.
Visa Sponsorship
USAA does not provide visa sponsorship for this position. Please do not apply for this position if at any time (now or in the future) you will need immigration support (i.e., H-1B, TN, STEM OPT Training Plans, etc.).
Salary Range
$195,230 to $351,410
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.
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.
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, 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.