Megan West

Megan West is Chief Experience Officer at AAA Washington, where she oversees membership, marketing, communications, product, digital, and impact for 1.2 million members. Her remit brings roadside assistance, insurance, travel, discounts, rewards, digital products, and the brand into one member experience.

Since joining AAA Washington in 2023, West has been rebuilding that experience around member research. She stepped into a 120-year-old organization with deep trust and familiarity, along with the challenge of making that legacy feel relevant to how people live now. She has described AAA as “excellent at emergency roadside assistance,” and part of her work has been translating that long-standing strength for a new generation of members.

West leads with the idea that member experience is shaped equally by the products, services, and digital tools people use and by how the organization presents itself. That has pushed the transformation beyond marketing and into the systems, offerings, and interactions that define the membership itself.

She considers loyalty as the cornerstone of CX, and believes that trust grows through a series of useful, well-timed interactions, not only when a customer has an urgent need. That means giving members more reasons to return, engage, and find value in the relationship long before they need help on the side of the road.