VP, North America Growth and Acquisition Marketing

Western Union•Atlanta, NY

3d•Hybrid

About The Position

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.

Requirements

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.

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.