AVP, Advice; Member Value

The Opportunity

As a dedicated AVP, Advice, you will be accountable for shaping and delivering USAA’s association Advice operating model, creating a seamless, personalized experience that drives member trust and financial resilience. Leads the development of Association-wide Advice standards, governance, and integrated digital product strategies, ensuring alignment across Lines of Business through a hub-and-spoke model. Partners with cross-functional teams to design and distribute personalized Advice content across channels, leveraging innovative solutions, including Generative AI and Next Best Action (NBA), to optimize engagement and relevance.

This leader champions innovation, oversees governance, and establishes KPIs tied to member outcomes, enabling continuous improvement and measurable impact on the value of advice.

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, Colorado Springs, CO, Charlotte, NC, Chesapeake, VA or Tampa, FL. Relocation assistance is available for this position.

• Defines and implements Association-level Advice standards and governance protocols, ensuring consistency and alignment across all LoBs and functional areas.

• Develops and manages the digital Advice product lifecycle, including roadmap creation, prioritization, and execution with cross-functional teams.

• Responsible for facilitating the Advice operating model, coordinating central hub responsibilities and collaborating with distributed "spoke" teams (Lines of Business).

• Manages the integrated Advice experience, incorporating LoB inputs and ensuring cohesive delivery across digital and human-assisted channels.

• Drives innovative Advice distribution strategies, leveraging personalization technologies (e.g. PEGA, Fin Feed), and creative channels such as email, podcasts, social influencers.

• Collaborates with LoB leaders to align product-specific Advice with association standards and complements non-product guidance, ensuring a holistic member journey.

• Champions adoption of advanced digital capabilities, including Generative AI, to enhance advice delivery.

• Foster a culture of continuous improvement, using performance measures (KPIs), member insights, and performance analytics to optimize Advice delivery and strengthen member financial resilience.

• Provides executive oversight for governance processes and ensures seamless integration of Next Best Action strategies ensuring cross-channel consistency and real-time data synchronization.

• Develops and maintains comprehensive member journey maps, integrating both non-product Advice (e.g., budgeting tools) and product-related guidance tailored to key member life events.

• Builds and oversees a team of employees for assigned functional area through ongoing execution of recruiting, development, retention, coaching and support, performance management, and managerial activities.

• Ensures risks associated with business activities are effectively identified, measured, monitored, and controlled in accordance with risk and compliance policies and procedures.

• Bachelor’s Degree OR 4 years of related experience (in addition to the minimum years of experience required) may be substituted in lieu of degree.

• 10 years of progressive leadership experience in financial services, with a proven track record in member experience, strategy development, and operational execution.

• 6 years of people leadership experience in building, managing and/or developing high-performing teams.

• Demonstrated Proven ability to lead association-wide, cross-functional initiatives, driving collaboration across diverse business units and influencing strategic decisions in a complex, matrixed environment. Ability to lead and influence organizational change while delivering results in a complex and highly matrix environment.

• Demonstrated success in governance and operational oversight, including developing frameworks, setting standards, and ensuring compliance across multiple lines of business.

• Demonstrated analytical and analytical acumen with expertise…