Vice President, Customer Lifecycle Growth

Western Union•Atlanta, GA

7d•Hybrid

About The Position

The Vice President Customer Lifecycle Growth builds sustainable competitive advantage by ensuring that the entire consumer journey from first discovery to long-term loyalty is optimized for growth. The leader uses data to drive customer transactions, improve retention, enhance cross selling and increase overall lifetime value. The leader manages a team to identify and predict how customers prefer to engage with our solutions and designs marketing programs to enable conversion. They lead the marketing automation to execute agile and targeted customer engagement.

Requirements

Bachelor’s degree required or equivalent experience; Master’s degree or MBA preferred.
10+ years of progressive leadership experience in customer retention, lifecycle marketing, or customer success.
5 years’ experience in high scaled, global environments, preferably in B2C.
Strong commercial and analytical background in customer segmentation, journey orchestration, and cohort performance.
Proven history of lowering voluntary and involuntary churn while expanding net revenue retention.
Experience in driving automation of technical platforms for marketing automation, working with engineering teams and vendors.
Excellent cross-functional collaboration and influencing, communication, and change management background.
Excellent executive presence

Responsibilities

Leverage data to create customer behavioral and transactional segmentation and predictive strategic responses
Design and execute end-to-end customer journeys from onboarding and repeated transactions, cross selling upgrades, and win-backs.
Encourage omni-channel access – retail, online and on-app.
Create data-driven frameworks, utilizing predictive analytics and AI-driven personalization to identify customer revenue opportunities and risks.
Align cross-functional groups—such as Marketing, Product, Sales, Pricing, and Data Analytics—to fix root causes of customer dissatisfaction and build loyalty.
Oversee multi-channel communication strategies (e.g., email, SMS, in-app messaging, and loyalty workflows)
Leverage loyalty programs to build cost effective rewards to enhance repeat transactions.
Guide executive reporting regarding retention metrics, revenue shifts, and customer health trends.