Director, Regional Marketing Analytics

About the role

Western Union is seeking a Director, Marketing Analytics to lead measurement, performance analytics, attribution, experimentation, and customer lifecycle insights across digital marketing channels.

Responsibilities

• Lead marketing analytics strategy and roadmap, guiding investment decisions, growth priorities, performance measurement, and channel optimization.
• Own performance analytics across digital and offline channels, evaluating channel performance, efficiency, incrementality, scalability, and return on marketing spend.
• 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, including acquisition, onboarding, engagement, retention, reactivation, lifetime value, and segmentation, including LCM performance measurement and optimization.
• Build experimentation frameworks, dashboards, and insights delivery mechanisms to 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.
• 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.

Benefits

• 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
• Employee Discount Program
• Global Adoption Assistance
• Global Scholarship Awards Program
• 401K plan

Schedule

HYBRID - Western Union values in-person collaboration, problem solving, and ideation whenever possible. The expectation is to work from the office a minimum of three days a week.