Creative Product Marketing Senior

USAA•San Antonio, NC

2d•Hybrid

About The Position

The Creative Product Marketing Senior, Landing Page Performance, leads the strategy, governance, and optimization of the P&C insurance marketing landing page ecosystem, driving scalable, high-performing digital experiences that support business, campaign, and member acquisition goals. This role partners closely with product marketing, design, web, analytics, content, and operations teams to develop audience-centric landing page strategies, define messaging and user journeys, and deliver personalized experiences that improve engagement and conversion. Responsible for establishing testing and experimentation programs, performance measurement frameworks, and best practices, this role identifies opportunities to optimize the customer journey while ensuring brand consistency, accessibility and operational excellence. The role also serves as the primary stakeholder for landing page platforms, analytics integrations, and emerging capabilities, translating business needs into innovative digital experiences that drive measurable results. 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, Charlotte, NC, Colorado Springs, CO, Tampa, FL, and Chesapeake, VA. Relocation assistance is not available for this position.

Requirements

Bachelor's degree; OR 4 years of relevant education and/or experience.
6 years of relevant work experience including digital marketing, demand generation, web strategy, or conversion rate optimization experience, with significant ownership of landing page strategy and performance.
Experience collaborating with key partners and stakeholders, influencing decisions, and managing work to achieve strategic goals.
Business acumen in the areas of business operations, industry practices and emerging trends.
Understands a test-and-learn agenda, with the ability to analyze and interpret test data and create new hypotheses through customer and competitor insights.
Experience in Product Marketing, including understanding of specific laws and rules that govern consumer products.
Effective communication skills (verbal and written).
Strong analytical skills with the ability to analyze and evaluate information.

Nice To Haves

Experience in financial services marketing (insurance, banking, wealth management, fintech, lending, or investment services), with an understanding of regulated marketing environments and customer acquisition challenges.
Proven success developing and scaling landing page programs that support lead generation, customer acquisition, product adoption, and revenue growth objectives.
Hands-on experience leading testing and experimentation programs, including A/B testing, multivariate testing, hypothesis development, and conversion optimization methodologies.
Strong understanding of customer decision journeys for complex or high-consideration purchases, ideally involving financial products or advisory services.
Experience translating audience insights, behavioral data, and performance analytics into landing page strategies that improve engagement, conversion, and acquisition outcomes.
Demonstrated ability to partner across product marketing, content, design, web development, analytics, and marketing operations teams to deliver integrated digital experiences.
Experience with personalization, segmentation, and audience targeting strategies, leveraging traffic source, customer intent, lifecycle stage, and behavioral signals.
Familiarity with marketing technology and optimization platforms, including web analytics, tag management, experimentation tools, CMS platforms, and marketing automation systems.
Experience balancing performance objectives with brand, compliance, legal, and accessibility requirements, particularly within highly regulated industries such as financial services.

Responsibilities

Supports the development and implementation of the creative and marketing communication strategy, campaign ideas, marketing communication plans and the development, creation, and optimization of the campaign assets for products they support.
Knowledge of business drivers, relevant consumer, customer, and channel trends and insights to lead the marketing communications strategy of each product.
Provides insights into management on the creative marketing budget and may partner with external agencies ensuring that business objectives are achieved efficiently.
Provides input into innovative ways to continuously build product presence through best-in-class creative assets; recommends new trends and positioning opportunities to drive marketing efficiency.
Supports the future strategy and growth plans for all products in the purview.
Participates in the agile marketing process.
Supports the process and timeline for delivering integrated marketing plans from business review through activation and optimization.
Understanding of the Integrated Marketing Communications Plan (IMCP); supports the development of the activation (creative) briefs.
May provide input into the development of the Brand Strategic Positioning.
Understands product related regulations, and risk and compliance requirements.
Keeps USAA brand and our mission to serve the military community at the forefront of our creative marketing assets.
Ensures risks associated with business activities are effectively identified, measured, monitored, and controlled in accordance with risk and compliance policies and procedures.