First Command’s Leadership

Kellie Richter

Senior Vice President, Chief Marketing Officer

Kellie Richter joined First Command Financial Services in 2016 as the Chief Marketing Officer, bringing over 25 years of industry experience.

As Chief Marketing Officer, Kellie is responsible for leading the strategic direction of the company’s marketing efforts to drive growth across all platforms, including brand development and communications, market awareness, and client value creation to increase customer satisfaction and retention.

Previously, Kellie spent seven years as the Chief Marketing Officer for Provasi Capital Partners, a Dallas-based investment company. During this time, she led their rebranding campaign and launched the firm’s first digital and thought leadership programs. Before that, Kellie served as the Senior Vice President of Marketing Strategy at AIG Retirement (formerly VALIC) & AIG Annuity, where she led all aspects of the branding initiatives that transformed AIG VALIC into AIG Retirement. Her career in financial services began in 1990 at Ameriprise Financial Services, and she eventually became the company’s Vice President of Products and Marketing.

A graduate of the University of St. Thomas with a Master of Business Communications degree and St. Cloud State University with a Bachelor of Arts degree, Kellie holds FINRA Series 7, 24 and 63 securities registrations. She is a member of the American Marketing Association, Chief Marketing Officers Forum, Dallas Executive Connection and Financial Women in Texas. Earning extensive recognition for her work, she has received the Stevie Award for Executive Woman of the Year in Financial Services, as well as the American Express Chairman’s Award. She is also a finalist for the American Marketing Association’s CMO of the year.

An active member of her community, Kellie has served on the Board of The Board Connection, an organization that prepares women for service on public boards, and has coached clients of the Genesis Women’s Shelter in Dallas for job readiness. She also helps young marketers develop their careers through the American Marketing Association mentor program. Kellie is married and has two sons.


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