VP, North America Growth and Acquisition Marketing

The Vice President, North America Growth & Acquisition Marketing will be responsible for accelerating customer growth, revenue, and market share across Western Union's North America business. Reporting into the Digital organization, this leader will own the end-to-end acquisition strategy across digital and offline channels, leveraging performance marketing, analytics, lifecycle marketing, partnerships, and data-driven experimentation to drive measurable business outcomes.

This role is accountable not only for delivering customer acquisition targets, but also for building a world-class, in-house growth marketing capability that increases speed, efficiency, and marketing ROI. The ideal candidate combines deep performance marketing expertise with strong commercial acumen, analytical rigor, and a track record of building high-performing teams and capabilities.

Key Responsibilities

Drive North America Customer Growth

• Own customer acquisition, activation, and growth outcomes for the North America Digital business, including new customer acquisition, revenue growth, customer lifetime value, and acquisition efficiency.
• Develop and execute the near-, mid-, and long-term growth strategy to accelerate customer growth while optimizing acquisition costs and marketing ROI.
• Establish a scalable growth framework that combines performance marketing, lifecycle marketing, product-led growth, partnerships, and experimentation.
• Identify and unlock new customer segments, acquisition channels, and growth opportunities across the market.
• Partner closely with Product, Analytics, CRM, Brand, and Regional teams to improve conversion, engagement, retention, and customer lifetime value.

Build a Best-in-Class In-House Performance Marketing Capability

• Create and scale a high-performing in-house growth and performance marketing organization, reducing dependency on agencies while increasing execution speed and accountability.
• Develop best-in-class capabilities across paid search, paid social, programmatic/display, affiliate marketing, influencer marketing, app marketing, SEO/ASO, and emerging acquisition channels.
• Establish rigorous testing, attribution, measurement, and optimization practices to ensure efficient deployment of marketing investment.
• Build advanced analytics capabilities that provide actionable insights and continuously improve acquisition performance and ROI.
• Implement modern marketing technology, automation, and AI-driven optimization capabilities to improve effectiveness and efficiency.

Marketing Strategy & Execution

• Lead the development and execution of integrated acquisition plans aligned with business objectives and brand strategy.
• Drive coordinated digital and offline marketing efforts that increase both customer acquisition and brand awareness.
• Partner with CRM and lifecycle marketing teams to optimize customer journeys across acquisition, activation, and engagement.
• Evaluate, negotiate, and manage marketing partnerships and strategic business development opportunities that drive incremental growth.
• Leverage market intelligence, customer insights, and competitive analysis to inform strategy and investment decisions.

Performance Management & Leadership

• Establish clear KPIs, dashboards, and reporting cadences across all acquisition channels.
• Own marketing investment allocation and continuously optimize spend to maximize growth and efficiency.
• Track and communicate performance against acquisition, revenue, and profitability goals.
• Build, develop, and lead a high-performing team while fostering a culture of accountability, experimentation, innovation, and continuous learning.
• Serve as the company's thought leader and subject matter expert on growth marketing and customer acquisition.

Candidate Profile

• 12+ years of experience leading growth marketing, performance marketing, or customer acquisition functions for a scaled digital, fintech, e-commerce, or consumer technology business.
• Proven track record of driving significant customer and revenue growth at scale.
• Demonstrated experience building and scaling in-house performance marketing organizations and capabilities.
• Deep expertise across paid search, paid social, programmatic, affiliates, mobile acquisition, attribution, experimentation, and marketing analytics.
• Strong analytical foundation with experience leveraging data to make investment and growth decisions.
• Exceptional leadership, influence, and cross-functional collaboration skills.

Work Shift

HYBRID - Western Union values in-person collaboration, problem solving, and ideation whenever possible. We believe this fosters common ways of working and supports how we execute initiatives for our customers. The expectation is to work from the office a minimum of three days a week.

BENEFITS AND OTHER DETAILS

Benefits

You will also have access to short-term incentives, multiple health insurance options, accident and life insurance, and access to best-in-class development platforms, to name a few. Please see the benefits below specific to your country. If applicable, additional role-specific benefits will be mentioned during your interview process or in an offer of employment.

Your United States specific benefits include:

• Paid Time Off
• Medical, Dental and Life Insurance
• Tuition Assistance Program
• Student Loan Repayment (below manager level only)
• Parental Leave
• One day volunteer time off
• $0 Money Transfer Fee Discount Code - Quarterly
• Recognition Program “Game Changers”
• Employee Discount Program
• Global Adoption Assistance
• Global Scholarship Awards Program
• 401K plan

For residents of Colorado, California, Connecticut, Delaware, Minnesota, and Pennsylvania: Please do not respond to any questions on this initial application that may seek age-identifying information such as age, date of birth, or dates of school attendance or graduation. You may also redact this information from any materials you submit during the application process. You will not be penalized for redacting or removing this information.

Salary

The on-target earnings range is $480,000-$510,000 per year, which includes a base salary and short-term and long-term incentives that align with individual and company performance. Actual salaries will vary based on candidates’ qualifications, skills, and competencies.

Other Details

As part of the application process, all applicants are required to take assessments. Western Union has partnered with a 3rd party provider to administer these tests. Applicants will need to provide their name and email address in order to process the assessments. If you have any questions, you may reach out to [email protected].

We are passionate about honoring our employee's identity and fostering a feeling of belonging. Our commitment is to provide an inclusive culture that celebrates the unique backgrounds and perspectives of our global teams while reflecting the communities we serve. We do not discriminate based on race, color, national origin, religion, political affiliation, sex (including pregnancy), sexual orientation, gender identity, age, disability, marital status, or veteran status. The company will provide accommodation to applicants, including those with disabilities, during the recruitment process, following applicable laws.

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Estimated Job Posting End Date:

This application window is a good-faith estimate of the time that this posting will remain open. This posting will be promptly updated if the deadline is extended or the role is filled.