Over the course of her more than 20 years in marketing, Dawn Johnson has served in numerous senior-level executive positions in her field, with notable work in the insurance and financial services industries. Following receipt of her Bachelor of Science in Journalism and Mass Communications from Kansas State University, Ms. Johnson embarked on a highly diversified career, earning her Series 7 and 24 licenses along the way. In 1987, Dawn Johnson joined the team at United Services Automobile Association (USAA) in San Antonio, Texas, where she spent more than 20 years in a wide variety of roles. After demonstrating her superior potential as a Marketing Programs Specialist in the Property and Casualty Insurance Company at USAA, Ms. Johnson moved into other positions at the company and further developed her leadership skills, as well as her understanding of market analytics, segmentation, end-to-end customer experience and brand strategy. During her first 14 years with USAA, Dawn Johnson worked in such areas as market segmentation and sub-segmentation, enterprise media planning, and brand governance. In 2001, Dawn Johnson gained a promotion to Chief Executive Officer and President of the USAA Financial Planning Services, a post held for the next two years.
As President and CEO of USAA Financial Planning Services, Dawn Johnson developed and implemented a business model to reshape the brand and infrastructure of her division, with impressive results. Within one year, Ms. Johnson had facilitated a substantial turnaround at USAA Financial Planning Services, either meeting or exceeding all financial and market targets, increasing brand awareness of USAA’s financial products, and bringing renewed profitability to her division. Owing to her outstanding work at USAA Financial Planning Services, Dawn Johnson earned appointment to CEO and President of USAA Alliance Services, where, from 2003 through 2007, she led all aspects of corporate restructuring and increased sales and revenues for all product categories. In the midst of her work in USAA Alliance Services, Ms. Johnson earned a promotion to Chief Marketing Officer and Executive Vice President of the Association, serving in this capacity for four years. Among her many accomplishments in these roles, USAA's overall market share reached 61%, a member retention rate of 97% and a product household depth of 5.28 products. Today, Dawn Johnson pursues various consulting engagements in her hometown of San Antonio and elsewhere.