USAA appoints Chris Curtin as chief marketing officer

USAA has appointed Chris Curtin as chief marketing officer, effective March 2, 2026, as the insurer looks to strengthen its brand strategy and deepen engagement with the military community it serves.

Curtin brings more than two decades of experience across marketing, digital engagement, and brand strategy. He most recently served as chief marketing officer at Sam’s Club, where he focused on membership value and ecommerce growth. Earlier in his career, he held senior roles at Bank of America leading digital, social, and rewards strategy, and at Visa as chief digital officer overseeing sponsorships, digital products, and platform adoption. He has also held marketing leadership positions at Hewlett-Packard and The Walt Disney Company.

Founded in 1922, USAA provides insurance, banking, and retirement solutions to about 14 million members of the U.S. military, veterans, and their families. The San Antonio-based organization employs more than 38,000 people and operates offices in eight U.S. cities and three overseas locations.

“This leadership additions reflect our continued focus on service excellence, operational strength and delivering meaningful value to our members,” said Juan C. Andrade, president and CEO of USAA. “Chris will help us tell our story with clarity and purpose, ensuring our marketing reflects the real value of USAA membership. Together, our leadership team is strengthening how we deliver protection, advice and experience-led value for the military community we are privileged to serve.” – Juan C. Andrade, president and CEO of USAA.