Director, Audience Strategy & Personalization

Responsibilities

• 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.

Requirements

• 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, analytics, and business insights to identify opportunities and inform strategic decisions.
• Proven ability to build partnerships and influence stakeholders across marketing, analytics, technology, and business functions.
• Strong communication and presentation skills, with experience presenting strategic recommendations to senior leaders and executive stakeholders.

Benefits

• 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.