Lisa Carr is a member of the Corporate Communications leadership team and leads the reputation, issues management and crisis communications functions, as well as internal and external communications for our Chief Risk and Chief Legal Offices. Lisa's team is responsible for protecting USAA's reputation by anticipating and mitigating issues, planning for and responding to crises and inspiring trust with key stakeholders:• Lead enterprise issues management program designed to identify and mitigate potential issues.• Lead development of a USAA position on key issues that could impact our reputation.• Develop and manage database of key messages and facts to explain USAA’s position on issues.• Lead crisis management function and ensure team is trained and ready at all times leveraging real-world events and simulations to ensure speed, accuracy and commitment to appropriate transparency.• Continually enhance crisis procedures, tools and processes to maintain world-class crisis management capabilities.• Educate senior leaders and the Board on USAA’s issues and crisis management process to ensure alignment, trust and authority to make critical in-the-moment decisions.• Align efforts and communications across USAA in support of Chief Risk and Chief Legal Office priorities, to ensure USAA maintains a culture of strong risk and compliance management.• Lead communications related to Public Affairs, Litigation and Regulatory matters.• Manage process and team designed to improve quality and consistency of materials delivered to our Boards.• Also led the Media/PR team for one year, overseeing critical engagements with key media outlets to tell USAA's story and protect our reputation. The Media/PR team has since been restructured to be a partner team.

As a member of the Corporate Communications leadership team, Lisa designed, built and managed the reputation, issues management and crisis communications functions, as well as communications for our number one strategic priority focused on building USAA's risk and compliance acumen. Lisa's team was responsible for protecting USAA's reputation by anticipating and mitigating issues, planning for and responding to crises and inspiring trust with key stakeholders:• Led and enhanced Enterprise Reputation Management program, including reporting to the CEO and Board levels, completing root cause analysis on any fluctuations in reputation, leveraging a series of tools to identify risk-levels of potential actions or engagements with other brands and overseeing the completion of 200+ reputation assessments per year to ensure business partners mitigate risk in their programs. • Made the business case for funding a first-ever centralized crisis communications function at USAA. Developed and sold the business case, benchmarked, designed and staffed this new team which continues to be a highly regarded, critical function integrated across USAA.• Created the vision and plans for development of multiple new tools to support the crisis team including a robust messaging database, crisis playbook, 24/7 on-call protocols, Patented Crisis App and defined roles for our enterprise response team• Continually benchmarked and enhanced crisis procedures, tools and processes to maintain world-class crisis management processes and protocols.• Led development of a USAA position on key issues that could impact our reputation.• Established a network of experts across USAA to call on during times of crisis to enable the team to make rapid, informed decisions.

Lisa led USAA's Employee Communications team, a team that orchestrates communications for 27,000 employees to motivate, engage and drive desired behaviors in support of USAA’s mission, culture, strategy and business priorities. • Led development of quarterly employee communications research to better understand employees’ needs and identify opportunities to meet them through communications.• Developed strategic communications platform and messaging approach designed to drive desired behavior and employee engagement.• Developed content for quarterly all-employee and all-leader meetings with the CEO and other executives to set the vision for the company, celebrate success and align our teams.• Provided strategic employee communications counsel to partners in our business units, social business, IT and Human Resources. • Consulted with our IT partners on development of technology solutions to deliver communications for the workforce of today and tomorrow, designed to meet the needs of multi-generational and geographically dispersed employees.

Led strategic, integrated internal and external communications for USAA Bank during the financial crisis, a time when many banks lost the trust of their customers, but USAA did not. Post-crisis, USAA Bank is one of the most trusted companies in America with a commitment to open, transparent communications with its membership.• Provided brand and reputation consultation to USAA Bank's executive leadership team to ensure business decisions aligned to USAA's brand and reputation.• Led crisis management communications for situations including the home equity lending crash, large-scale external data breaches, government shutdown, etc., in many cases resulting in positive praise from third parties and USAA members for our proactive, transparent approach. • Partnered with executive leadership, operations, marketing and product management, etc. to identify opportunities to position USAA with key stakeholders inside and outside of USAA.• Developed strategic communications plans, key messages and outcome-focused success metrics to support banking projects and product launches.• Led a team across all of USAA's business units to develop a “fee philosophy” to guide fee change decisions and ensure brand and reputation alignment.• Collaborated with social media, PR and content teams to ensure communications tactics were executed flawlessly and measured for effectiveness.• Developed message platform for speaking engagements and leadership positioning opportunities.• Coached leaders on presentation delivery.

Over a 10-year career in marketing at USAA, was selected to develop and lunch a host of new initiatives including:Created the first-ever high-net-worth marketing program branding and tailored marketing approach.Transformed the Military Academy marketing campaign from paper to digital in one year, testing new approaches including email marketing which was an unexplored tool at the time.Participated in building a business case to create a "Baby Boomers" market segment, and ultimately secured funding to assist with developing the team and the data and insights to create a tailored experience for this demographic.Studied all of USAA's business areas to ensure expertise that enabled development of the most effective campaigns.Participated on the team that launched USAA's first-ever national television advertising, which included conducting deep analysis, in-market testing and heavy socialization across USAA's leadership.

Managed a variety of B2B and consumer marketing activities including management of relationship with our advertising agency, concepting and approvals of collateral, billboards and TV concepts. Also responsible for managing the Jimmy Buffet sponsorship ticket program.

During this early stage in my career, I served in a number of mar/comm roles:Friedlander Studios, San Francisco - managed logistics for commercial photography studioJWG Associates, Dallas - developed recruitment advertisements for variety of clientsNorthern Telecom, Nashville - served as a contractor and developed telecom marketing for B2CColumbia Industries, San Antonio - led development of B2B and B2C marketing and technical instructional guides for bowling ball manufacturer