Director, Regional Marketing Analytics

Are you a marketing analytics leader who can turn performance data into clear investment decisions and scalable growth strategies? Western Union is seeking a Director, Marketing Analytics to lead measurement, performance analytics, attribution, experimentation, and customer lifecycle insights across digital marketing channels.

As a key member of Western Union's Digital organization, this role leads marketing analytics and performance measurement to guide marketing investment decisions, optimize channel mix, and identify scalable growth opportunities. The Director will partner closely with marketing, product, finance, data science, and go-to-market leaders to embed analytics into planning, execution, and ongoing performance management. Lead the marketing analytics strategy and roadmap, partnering with marketing leadership to guide investment decisions, growth priorities, performance measurement, and channel optimization.

Own performance analytics across digital and offline channels, assessing how campaigns and channels are performing, which channels are most efficient, which are underperforming, and which can scale profitably. Develop and improve attribution, media mix modeling, incrementality testing, ROI measurement, forecasting, and test-and-learn frameworks to quantify marketing impact and optimize spend. Drive customer lifecycle marketing analytics across acquisition, onboarding, engagement, retention, reactivation, lifetime value, and segmentation, including LCM performance measurement and optimization.

Build experimentation frameworks, dashboards, and insights delivery mechanisms that help stakeholders understand marketing performance, customer behavior, funnel health, and growth opportunities. Translate complex analysis into clear, executive-ready recommendations that support decisions on channel mix, budget allocation, audience strategy, creative effectiveness, and scaling opportunities. Partner with Marketing, Digital Product, Finance, Engineering, Data Science, and regional teams to ensure analytics are embedded into campaign planning, performance reviews, and business operating rhythms.

Lead, coach, and develop a high-performing marketing analytics team while establishing governance, data quality standards, scalable measurement practices, and consistent reporting routines.

Bachelor's degree in a quantitative field such as economics, statistics, engineering, data science, analytics, business, or a related discipline required; master's degree or MBA preferred. 10-12+ years of experience in marketing analytics, growth analytics, data science, performance marketing analytics, or related analytical roles, with 3-5+ years in leadership roles. Deep marketing analytics experience, especially performance analytics across channels, including the ability to evaluate channel performance, efficiency, incrementality, scalability, and return on marketing spend.

Advanced knowledge of marketing attribution, media mix modeling, incrementality testing, experimentation design, customer segmentation, LTV modeling, funnel analytics, and marketing ROI measurement. Experience supporting customer lifecycle marketing, including acquisition, onboarding, engagement, retention, reactivation, personalization, and lifecycle performance optimization. Strong technical capability with SQL and BI/data visualization tools such as Tableau or Power BI;
Python/R and experience with large-scale data environments strongly preferred. Proven ability to connect analytics to business outcomes, translating data into recommendations that improve customer growth, marketing efficiency, channel mix, retention, LTV, and commercial performance. Experience in digital, fintech, payments, consumer technology, marketplace, e-commerce, or other high-scale B2C environments preferred. Strong stakeholder management and executive communication skills, with the ability to influence marketing, product, finance, data science, and go-to-market leaders.

Demonstrated ability to lead teams, develop talent, establish measurement standards, and build scalable analytics practices in a matrixed environment.

Work…