Creative Product Marketing Lead

USAA Life Insurance Company; San Antonio (TX); Hybrid; USD 120,000 - 165,000; Full time

Job summary

USAA Life Insurance Company is seeking a Creative Product Marketing Strategy Lead to guide creative strategy across paid and owned channels for our P&C insurance products. You will translate audience, product and channel insights into cohesive messaging, ensure campaigns are on brief and delivered on time, and collaborate with CPM colleagues and external agencies to drive acquisition.

The role supports a flexible office presence across San Antonio, TX and other designated locations with hybrid

Qualifications

• Bachelor’s degree or 4 years of relevant education/experience.
• 8 years of relevant work experience in developing and managing creatives.
• Experience collaborating with partners and stakeholders to achieve strategic goals.
• Strong business acumen in operations, industry practices and trends.
• Ability to develop a creative product strategy and look‑and‑feel for FinServ products.
• Ability to analyze test data and generate hypotheses from customer and competitor insights.
• Extensive experience in Product Marketing and knowledge of laws governing consumer products.
• Excellent verbal and written communication, adaptable to audiences.
• Strong analytical skills and timely decision making.
• Ability to work independently and manage scope/resources.

Responsibilities

• Lead development and implementation of the creative and marketing strategy and assets for supported products.
• Translate insights into cohesive messaging strategies to drive acquisition.
• Ensure creative is on brief and delivered on time; collaborate with external agencies.
• Explore innovative ways to build product presence with best-in-class assets.
• Advocate for future strategy and growth plans for all products in scope.
• Participate or lead agile marketing processes.
• Develop activation briefs and integrated marketing plans from review to activation.
• Support Brand Positioning and IMCP alignment; ensure regulatory compliance.
• Coach and train team members; manage risks per policy.

Skills

Creative product strategy

Campaign development

Stakeholder management

Analytical thinking

Communication skills

Agile marketing

Budgeting input

Independent work

Regulatory knowledge

Education

Bachelor’s degree

Job description

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

We're seeking a dedicated Creative Product Marketing Strategy Lead to support our P&C insurance business. The CPM team brings together creative specialists and strategists to develop campaign concepts and assets across marketing channels that differentiate USAA products and advance product acquisition goals.

Partnering with CPM colleagues across marketing channels, the CPM Strategy Lead guides creative strategy for paid and owned channels translating audience, product, channel, performance, and research insights into cohesive creative and messaging strategies that drive acquisition outcomes.

The CPM Strategy Lead also ensures creative is on brief and delivered on time, champions excellence in ideation, execution, and production. The role translates quantitative and qualitative research and learnings into actionable creative and messaging recommendations, while building collaborative relationships with team members and partners across USAA.

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, and Tampa, FL.

Relocation assistance is not available for this position.

What you’ll do:

• Leads 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.
• Advance knowledge of business drivers, relevant consumer, customer, and channel trends and insights to lead the marketing communications strategy of each product.
• Provides input into management on the creative marketing budget and partners with external agencies ensuring that business objectives are achieved efficiently.
• Explores innovative ways to continuously build product presence through best-in-class creative assets; recommends new trends and positioning opportunities to drive marketing efficiency.
• Advocates for the future strategy and growth plans for all products in the purview.
• Participates or may lead the agile marketing process.
• Leads the process and timeline for delivering integrated marketing plans from business review through activation and optimization.
• Deep understanding of the Integrated Marketing Communications Plan (IMCP); leads the development of the activation (creative) briefs.
• Provides input into the development of the Brand Strategic Positioning.
• Knowledge in 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.
• Provides coaching and training to team members.
• 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 relevant education and/or experience.
• 8 years of relevant work experience, including hands-on experience in developing and managing creatives.
• Extensive experience in collaborating with key partners and stakeholders, influencing decisions, and managing work to achieve strategic goals.
• Strong business acumen in the areas of business operations, industry practices and emerging trends.
• Ability to develop a creative product strategy - ability to develop a look-and-feel for fin serv products.
• Ability to create test-and-learn agenda, analyze and interpret test data and create new hypotheses through customer and competitor insights.
• Extensive experience in Product Marketing, including understanding of specific laws and rules that govern consumer products.
• Effective 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 sound 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.

What sets you apart:

• Agency experience.
• Extensive experience developing insight-led creative and messaging solutions that address business c