VP, North America 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.

• 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.

• 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.

• 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.

• 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.

• 12+ years of…