Throughout her 21-year tenure with the San Antonio-based United Services Automobile Association (USAA), Dawn Johnson displayed considerable expertise in marketing as well as business operations and received multiple promotions to executive positions. Ms. Johnson joined the company in 1987 and made significant contributions to USAA and its subsidiaries.
In her role as Executive Vice President and Chief Marketing Officer from 2004 to 2008, Dawn Johnson took on the task of revitalizing this Fortune 200 company by building the customer base, expanding retention programs, and developing products for the organization's six subsidiaries. Ms. Johnson implemented strategic marketing programs that drove sales and generated revenue, and also established ties between the marketing and operations teams to provide customers with a cohesive experience. During Ms. Johnson’s tenure, USAA retained 97 percent of its members, which broke all records, and achieved a 94 percent overall satisfaction rating from members by improving products’ features and pricing. Dawn Johnson boosted USAA’s positioning and brand awareness in the market and drove sales through a need-based sales enablement program. Ms. Johnson improved productivity and drove growth for USAA by condensing more than 350 creative agencies into one presence and hiring an international Web development firm to handle USAA’s online marketing efforts.
Prior to these roles, Dawn Johnson worked in a variety of positions within USAA. She began as a Marketing Programs Specialist with the Property and Casualty Insurance Group when she joined the company in 1987 and was promoted to President and CEO of Financial Planning Services in 2001. In 2003, Ms. Johnson became President and CEO of Alliance Services.
Ms. Johnson earned a Series 7 General Securities License and a Series 24 General Securities Principal License and has completed the Executive Education program at the Stanford Graduate School of Business. She resides in San Antonio, and enjoys a host of personal hobbies, including learning about wine, scuba diving, hiking, traveling, and working out. An avid reader, Dawn Johnson lists some of her favorite books as The Last Lecture, by Randy Pausch; Reinventing Yourself, by Steve Chandler; Breaking Away, by Jane Stevenson and Bilal Kaafarani; and The DNA of Leadership, by Judith E. Glaser.