AVP, Head of Product Marketing - Life and Health

USAA•Charlotte, NC

8d•Hybrid

About The Position

USAA is seeking an AVP, Head of Product Marketing for Life and Health to lead product marketers in acquiring new accounts, shaping and implementing product-specific marketing strategies, focusing on performance metrics, and delivering measurable results. This role is accountable for accelerating growth through a continuous test-and-learn agenda, improving 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 an entrepreneurial spirit are key to success in these roles. The Head of Life & Health Product Marketing reports directly to the Chief Marketing & Digital Officer for USAA's Life Insurance Company (LifeCo). This position is a business leadership opportunity, not a traditional product marketing role, focused on shaping how USAA brings its Life & Health solutions to market and driving growth across one of the company's most important businesses. The successful candidate will build upon USAA's trust, loyalty, and brand equity while modernizing and evolving how members discover, evaluate, purchase, and engage with protection solutions in an increasingly digital world. The portfolio includes term life, universal life, whole life, survivorship life, Medicare-related products, dental and vision coverage, critical illness insurance, cancer insurance, accidental injury coverage, and other supplemental health solutions. The Head of Life & Health Product Marketing 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. Success requires translating complex products into compelling customer value propositions that drive both member value and business performance. As a senior member of the Life Company marketing leadership team, this executive will have significant visibility and influence across the organization, combining strategic vision with operational excellence.

Requirements

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 products, including experience with one or more of the following: term life insurance, permanent life insurance, Medicare solutions, supplemental health products, disability income, long-term care, employee benefits, or related protection-oriented 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.
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.

Nice To Haves

Led or significantly transformed a Life & Health product marketing function within a life insurance company, health insurer, employee benefits provider, retirement services organization, or broader financial services institution, including responsibility for product positioning, go-to-market strategy, customer acquisition, and growth initiatives.
Led product marketing for a direct-to-consumer Life and/or Health insurance business, with responsibility for marketing products such as term life insurance, permanent life insurance, Medicare solutions, supplemental health products, disability income, long-term care, employee benefits, or related protection-oriented solutions directly to consumers.
Developed and executed customer acquisition, engagement, conversion, retention, and cross-sell strategies within a digital-first Life and/or Health insurance business, leveraging customer segmentation, value proposition development, product launches, lifecycle marketing, digital distribution channels, performance marketing, and data-driven growth initiatives to drive product adoption, customer growth, and business performance.

Responsibilities

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.
Lead the Life & Health Product Marketing function for USAA Life Insurance Company, setting the vision, strategy, operating model, and priorities for a portfolio that includes life insurance, 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 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 digital, assisted, and advisor-supported distribution channels.
Translate complex insurance and protection-oriented 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.
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 all marketing activities are executed in compliance with applicable 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.