Director, Lifecycle Marketing & Strategy

Director, Lifecycle Marketing - Denver, CO, New York, NY or Miami, FL

Are you looking to build a career in the financial services sector? Are you ready to unleash your potential in a global business that is committed to moving money for better? Are you interested in joining a globally diverse organization where our unique contributions are recognized and celebrated, allowing each of us to thrive?

Western Union powers your pursuit

This role is about creating the future of CRM at Western Union. You’ll lead lifecycle  efforts at a regional and global level. You will design, build, and oversee the entire customer lifecycle journey. Your mission will be to drive long-term engagement and loyalty among our existing customers via different channels. Lead a team of marketers responsible for journey automation. Establish and implement the strategy for all lifecycle marketing communication, drive deeper audience understanding for the business at regional level. You’ll also create, define, and implement the future strategy for the CRM function, working regularly with Executive leadership. This is a visible and revenue generating role for Western Union.

Role Responsibilities

• Develop and implement customer lifecycle strategies and initiatives to drive customer satisfaction, loyalty, and revenue growth for active, passive and churned customers.
• Identify and analyze customer behavior and preferences to tailor and personalize communication and offerings choosing the right channel, together manage already existing messages (copy, visuals and target audiences).
• Drive an omnichannel approach via email, in-app, push, web, social and other channels. 
• Strategize global performance marketing initiatives to drive lower cost per transaction and increased revenue.
• Own and lead content strategy for all journeys global or regional.
• Partner with Product and Engineering teams to identify opportunities, build roadmaps, and develop optimization loops across the customer lifecycle, with an emphasis on personalization and engagement.
• Develop and own the customer experience roadmap for automated, multi-channel lifecycle campaigns, from ideation to launch to optimization.
• Define goals, benchmarks, and KPIs for lifecycle marketing programs.
• Translate business objectives, product roadmap, content calendars, marketing strategy, channel requirements, and customer insights into comprehensive and targeted marketing programs for key segments of customers.
• Partner with BI and Insights teams to develop high value segmentation and audiences. Partner with Creative teams to support the delivery of an outstanding customer experience and contribute to cross-functional business objectives.
• Partner with Product Marketing to develop a messaging strategy for each lifecycle stage of customers, leveraging data-driven insights to inform positioning and reinforcement.
• Continuously A/B test and optimize campaigns to drive incremental gains in conversion and retention. Develop reports and presentations for leadership and stakeholders that quantify incremental results of lifecycle initiatives and justify tech investments. Converse thoughtfully and effectively with marketing leadership and senior leaders at the company
• Create and define the future strategy for CEM at Western Union

Role Requirements

• Bachelor’s degree in marketing, business, or a related field and 10 years of work experience.
• This role will be based in Denver, Miami, or New York and will work from 6 am ET
• Proven experience in customer lifecycle management or related roles.
• Familiarity with customer relationship management (CRM) software and/or marketing automation tools (SFMC, Braze, Oracle, Adobe)
• Strong analytical skills with ability to interpret data and draw actionable insights.
• Strong PowerPoint and excel skills. Excellent communication and interpersonal skills.
• Ability to work collaboratively across different departments and teams.
• Result-oriented with a focus on driving continuous improvement.
• Strong project management and organizational skills.
• Ability to adapt to changing priorities and work in a fast-paced environment. Knowledge of customer segmentation and targeting strategies.
• Available to work 6am ET.

We make financial services accessible to humans everywhere. Join us for what’s next.
Western Union is positioned to become the world’s most accessible financial services company —transforming lives and communities. We’re a diverse and passionate customer-centric team of over 8,000 employees serving 200 countries and territories, reaching customers and receivers around the globe. More than moving money, we design easy-to-use products and services for our digital and physical financial ecosystem that help our customers m