Tena Melfi joined AAA in October 2017 as Chief Member Experience Officer - Road Service. Tena brings more than 25 years of experience from the financial services industry and a passion for leveraging technology to provide fulfilling Member experiences.
In her role as Chief Member Marketing Officer, Tena is responsible for setting the long-term marketing and product direction to drive the club’s revenue growth across its core businesses: Membership, Insurance and Travel. She leads all marketing and advertising efforts, including digital marketing, direct marketing and high-profile sports marketing campaigns with franchises such as the San Francisco Giants. She also defines standards for Member experiences.
Prior to joining AAA, Tena developed extensive operations experience at top companies such as USAA, Allstate, and GE. Over the course of her career she has demonstrated the ability to innovate, grow revenue, optimize operations and develop talent.
Tena earned an MBA from The Amos Tuck School of Business at Dartmouth College, and holds an undergraduate BA from the University of Western Ontario.