A proven leader with top communications skills and a track record of overhauling operations to increase efficiency and profitability, Dawn Johnson possesses more than 20 years of experience in insurance and financial services. She began her career as a Marketing Programs Specialist in the Property and Casualty Insurance Group of United Services Automobile Association (USAA) in San Antonio. Quickly promoted, Dawn Johnson served in several other marketing capacities at USAA.


Subsequently, Dawn Johnson accepted a challenge to implement USAA Financial Planning Services (FPS). As President and CEO, she led the subsidiary to become the company’s fastest-growing division. Equally successful at motivating top management and department employees, Dawn Johnson eliminated waste; established a consistent tools, advice, and recommendations platform for the enterprise; and positioned FPS as a product integrator for the firm. Through FPS, USAA’s brand began an important and crucial transformation from being known only as an auto insurance provider into a more comprehensive financial planning organization.


In her next post at USAA in San Antonio, Dawn Johnson acted as President and CEO of USAA Alliance Services, which brought discounted products and services to customers through partnerships with outside entities. She implemented a number of changes, replacing senior management, adding and eliminating alliance partnerships, and improving workflow. Through Dawn Johnson’s direction, USAA Alliance Services showed a profit for the first time since inception. This and other accomplishments led to her promotion to Executive Vice President and Chief Marketing Officer and her appointment to the Executive Council. For several years, Dawn Johnson revitalized the marketing organization, establishing innovative and proven methods to drive sales. She also refined the company’s branding and positioning; retained 97 percent of USAA members, a record-breaking number; and grew the market share significantly.


Prior to accepting her first position at USAA, Dawn Johnson earned a Bachelor of Science in Journalism and Mass Communications from Kansas State University. The San Antonio resident has lent her support to several local organizations, including a branch of Habitat for Humanity, Ronald McDonald House of San Antonio, and Haven for Hope of Bexar County. She is currently active in supporting the Jack and Jill Late Stage Cancer Foundation and The Leukemia & Lymphoma Society. At home, she takes pleasure in reading and spending time with her family.

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  • JoinedFebruary 2012
  • OccupationInsurance and Financial Services
  • Current citySan Antonio
  • CountryUnited States


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