Challenge

Market USAA's full breadth of products and services. Create a unifying brand platform from which to launch product marketing campaigns across all lines of business.  

Action

Created a unifying brand platform from which to launch product marketing campaigns across all lines of business. In that effort, I led the USAA Bank team, creating acquisition , upsell/cross-sell and retargeting omni-channel campaigns across all credit, lending and deposit products.

Relaunched USAA Bank to its members and prospects using a unified brand platform spearheaded by a newly designed credit card portfolio structure and card art.

Results

New credit card redesign tested overwhelmingly positive among members and associates.

New lead retargeting and conversion strategies that were double digit improvements over prior results.

Created acquisition of Medicare and health insurance products that surpassed all prior results.

Tactics

• Relaunch USAA Bank and "Go To Market Strategy"
• Credit Card Portfolio Card Art Redesign and Launch
• Credit Card Acquisition & Cross-sell
• Credit card Onboarding
• Auto Lending Acquisition & Cross-sell
• Mortgage Acquisition & Cross-sell
• Checking Acquisition & Cross-sell
• Checking Onboarding
• CD Cross-sell
• Bank Product Retargeting
• Lead Nurture (Banking, Auto, Home and Renters Insurance)
• Auto Insurance Acquisition & Cross-sell
• Home Owner's Insurance Acquisition & Cross-sell
• Renter's Insurance Acquisition & Cross-sell
• Medicare Insurance Cross-sell
• Dental and Vision Insurance Cross-sell
• Life Insurance Cross-sell
• Annuities Cross-sell
• New Member Acquisition
• New Member Onboarding and Cross-sell