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. This leader will help determine how channels are performing, which channels are most efficient, where incremental growth exists, and which opportunities can scale while improving return on marketing spend, customer acquisition, engagement, retention, and lifetime value.

Role Responsibilities

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.

Role Requirements

• 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 Shift

HYBRID - Western Union values in-person collaboration, problem solving, and ideation whenever possible. We believe this fosters common ways of working and supports how we execute initiatives for our customers. The expectation is to work from the office a minimum of three days a week.

BENEFITS AND OTHER DETAILS

Benefits

You will also have access to short-term incentives, multiple health insurance options, accident and life insurance, and access to best-in-class development platforms, to name a few. Please see the benefits below specific to your country. If applicable, additional role-specific benefits will be mentioned during your interview process or in an offer of employment.

Your United States specific benefits include:

• Paid Time Off  
• Medical, Dental and Life Insurance 
• Tuition Assistance Program 
• Student Loan Repayment (below manager level only) 
• Parental Leave 
• One day volunteer time off 
• $0 Money Transfer Fee Discount Code – Quarterly 
• Recognition Program “Game Changers” 
• Employee Discount Program 
• Global Adoption Assistance 
• Global Scholarship Awards Program 
• 401K plan  

For residents of Colorado, California, Connecticut, Delaware, Minnesota, and Pennsylvania: Please do not respond to any questions on this initial application that may seek age-identifying information such as age, date of birth, or dates of school attendance or graduation. You may also redact this information from any materials you submit during the application process. You will not be penalized for redacting or removing this information.

Salary

The on-target earnings range is $275,000-$315,000 per year, which includes a base salary and short-term and long-term incentives that align with individual and company performance. Actual salaries will vary based on candidates’ qualifications, skills, and competencies.

Other Details

As part of the application process, all applicants are required to take assessments. Western Union has partnered with a 3rd party provider to administer these tests. Applicants will need to provide their name and email address in order to process the assessments. If you have any questions, you may reach out to [email protected].

We are passionate about honoring our employee's identity and fostering a feeling of belonging. Our commitment is to provide an inclusive culture that celebrates the unique backgrounds and perspectives of our global teams while reflecting the communities we serve. We do not discriminate based on race, color, national origin, religion, political affiliation, sex (including pregnancy), sexual orientation, gender identity, age, disability, marital status, or veteran status. The company will provide accommodation to applicants, including those with disabilities, during the recruitment process, following applicable laws.

#LI-KS1 #LI-Hybrid

Estimated Job Posting End Date:

08-31-2026

This application window is a good-faith estimate of the time that this posting will remain open. This posting will be promptly updated if the deadline is extended or the role is filled.