Owns the marketing analytics function, shaping strategy, measurement, and governance across channels and lifecycle, and guides investment decisions and growth initiatives.

Define and drive the analytics roadmap for marketing investment, performance, and channel optimization.
Lead attribution, MMM, incrementality, and ROI frameworks to quantify marketing impact and optimize spend.

Job Description

Responsibilities

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.

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.

Preferred

master's degree or MBA preferred.
Python/R and experience with large-scale data environments strongly preferred.

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”

Western Union

3.7 Glassdoor

Many know us as the most trusted way to send money to friends and family overseas and across borders, but we're much more than that. Our talented teams around the world are building new ways to send, save and spend money. Wherever you are in the world, in whatever currency you choose, we're evolving our services to meet the demands of tomorrow. We're here for what's next. When our teams make more financial services accessible to people everywhere, we help more people prosper, transforming lives and communities.

Founded in 1992

Denver, Colorado, USA

15K employees (545 in marketing)

www.westernunion.com

68% recommend to a friend

60% CEO approval

Traffic Signals

Monthly Visitors

9.5M

Monthly Google Ads Budget

$615.5K

Traffic Source Mix

39.5%

Direct

56.7%

Referral

2.6%

Social

0.5%

Paid

0.7%

Headcount Trend

Current headcount: ~15.2K

Marketing Team

Marketing Team Size

423 (3% of company)

Marketing Roles Posted (Last 30 Days)

Funding

Total Funding

$800M

Last Raise

$800M

Post IPO Debt, 2 months ago

Funding History

Jan 2026
Post IPO Debt • $800M

Recent News

Western Union and TenPay Global partner to drive remittance innovation

Nov 13, 2025 • Yahoo Finance

How Analysts See the Story Changing for Western Union Amid Digital Shifts and New Risks

Nov 8, 2025 • Yahoo Finance

Western Union Introduces “Beyond” Strategy and Provides Medium-Term Financial Outlook at Investor Day

Nov 6, 2025 • Business Wire

Responsibilities

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.

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.

Preferred

master's degree or MBA preferred.
Python/R and experience with large-scale data environments strongly preferred.

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”