USAA Selects Chris Curtin as Chief Marketing Officer to Advance Value-Driven Brand Leadership

SAN ANTONIO–(BUSINESS WIRE)–USAA today announced that Chris Curtin has been appointed Chief Marketing Officer, effective March 2, 2026. Curtin brings more than two decades of experience leading transformative marketing, digital engagement and brand strategy at some of the world’s most respected organizations. His leadership will help expand USAA’s ability to deliver value-driven marketing and trust‑based communications to the military community it serves.

“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.”

Curtin most recently served as Chief Marketing Officer at Sam’s Club, where he helped advance membership value and drive ecommerce growth. Prior to Sam’s Club, he led digital, social and rewards strategy at Bank of America, focusing on trust-driven storytelling and loyalty programs.

Earlier in his career, Curtin held senior brand and innovation roles at Visa, also serving as chief digital officer responsible for sponsorships, digital products and platform adoption. He previously led marketing at Hewlett-Packard and The Walt Disney Company, where he combined entertainment‑grade creativity with data-driven execution. Curtin holds a B.A. from Denison University and a J.D. from Georgetown University.

“USAA’s mission resonates deeply with me,” said Curtin. “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.”

About USAA

Founded in 1922 by a group of military officers, USAA is among the leading providers of insurance, banking and retirement solutions and serves 14 million members of the U.S. military, veterans who have honorably served and their families. Headquartered in San Antonio, USAA has offices in eight U.S. cities and three overseas locations and employs more than 38,000 people worldwide. Each year, the company contributes to national and local nonprofits in support of military families and communities where employees live and work. For more information about USAA, follow us on Facebook, Instagram or X (@USAA), or visit usaa.com

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