USAA Appoints Chris Curtin as Chief Marketing Officer
MARKETING
USAA Selects Chris Curtin as CMO to Elevate Brand and Member Value.
USAA has appointed Chris Curtin as Chief Marketing Officer, effective March 2, 2026. Curtin brings over two decades of marketing, digital engagement, and brand strategy experience from major organizations including Sam's Club, Bank of America, Visa, Hewlett-Packard, and The Walt Disney Company.
Leadership Addition Focuses on Member Value
Juan C. Andrade, president and CEO of USAA, positioned the appointment as part of the company's broader focus on service excellence and operational strength. "Chris will help us tell our story with clarity and purpose, ensuring our marketing reflects the real value of USAA membership," Andrade said. "Together, our leadership team is strengthening how we deliver protection, advice and experience-led value for the military community we are privileged to serve."
The appointment reflects USAA's strategy to enhance how it communicates with members while maintaining trust-based relationships with the military community. Curtin's role will center on expanding value-driven marketing that demonstrates tangible benefits of USAA membership.
Extensive Marketing Background
Curtin most recently served as Chief Marketing Officer at Sam's Club, where he focused on advancing membership value and driving ecommerce growth. His work combined retail marketing expertise with digital commerce strategies designed to increase member engagement and transaction frequency.
Prior to Sam's Club, Curtin led digital, social, and rewards strategy at Bank of America. In this role, he concentrated on trust-driven storytelling and loyalty program development, addressing challenges in financial services marketing where credibility and transparency are critical to customer relationships.
Earlier in his career, Curtin held senior brand and innovation positions at Visa, including serving as chief digital officer. His responsibilities encompassed sponsorships, digital products, and platform adoption strategies. This experience provided expertise in payment technology marketing and digital transformation.
Curtin also led marketing initiatives at Hewlett-Packard and The Walt Disney Company, where he combined entertainment-grade creativity with data-driven execution. This background spans both technology and entertainment sectors, offering diverse perspectives on brand building and customer engagement.
Educational Credentials
Curtin holds a Bachelor of Arts degree from Denison University and a Juris Doctor from Georgetown University. The legal background provides additional perspective on regulatory environments and compliance considerations relevant to financial services marketing.
Vision for USAA Marketing
Curtin emphasized mission alignment in his statement about joining USAA. "USAA's mission resonates deeply with me," he said. "Our members deserve marketing that earns their trust along with clarity about value, personal advice and recognition for the service that defines their lives. My focus will be to continue building modern experiences that translate into tangible value."
This approach suggests marketing strategies that emphasize concrete member benefits rather than abstract brand messaging. The focus on trust-earning communication aligns with USAA's positioning as a financial services provider specifically dedicated to military families.
USAA's Military Community Focus
Founded in 1922 by military officers, USAA serves 14 million members of the U.S. military, veterans who have honorably served, and their families. The company operates as a leading provider of insurance, banking, and retirement solutions tailored to the military community's specific needs.
Headquartered in San Antonio, USAA maintains offices in eight U.S. cities and three overseas locations, employing more than 38,000 people worldwide. The company contributes annually to national and local nonprofits supporting military families and communities where employees work.
Strategic Context
The CMO appointment follows other recent leadership additions at USAA as the company strengthens its executive team. In early February 2026, USAA named Dan Griffiths as Chief Information Officer to drive digital member experiences. These appointments reflect ongoing efforts to enhance both marketing communications and technology capabilities.
USAA has also focused on member financial relief programs, including initiatives during government shutdowns and premium reduction efforts. The company issued nearly $450 million in financial relief to more than 127,000 military service members and federal employees during the October/November 2025 government shutdown.
Marketing Priorities Ahead
As CMO, Curtin will oversee marketing strategies that communicate USAA's value proposition while maintaining the trust relationships essential to serving military families. This includes digital engagement, brand positioning, membership marketing, and communications that clarify the benefits available to USAA members.
The role requires balancing modern marketing techniques with respect for military culture and the unique circumstances facing service members and their families. Curtin's experience across retail, financial services, and technology sectors positions him to address these challenges.
For more information about USAA, visit usaa.com or follow the company on Facebook, Instagram, or X (@USAA).