15 days old

Leader, Marketing, Digital Banking GTM

Miami, FL 33128
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Leader, Marketing – Miami, FL (Hybrid)
Are you ready to develop the GTM strategy for our new Western Union App? Are you skilled at bringing digital banking product stories to life? Are you interested in joining a globally diverse organization where our unique contributions are recognized and celebrated, allowing each of us to thrive? Then it’s time to join Western Union as our Leader, Marketing, Digital Banking Go-to-Market!

Western Union powers your pursuit.
In this role, you will focus on developing and implementing the overall go-to-market strategy for the new Western Union app that includes digital banking products and remittances. This involves working on our positioning, messaging, pricing, acquisition, customer segmentation, customer experience, and measurement goals.

Role Responsibilities

  • Develop and implement a comprehensive Go-to-Market strategy for the new Western Union app by collaborating with cross-functional teams such as Marketing, Product and Operations, and external agencies.
  • Develop a growth strategy through an understanding of the market, competitors, and positioning.
  • Own the customer acquisition strategy, working with marketing teams to prioritize target segments, recommend cost-effective media channels, and drive the timely launch of Go-to-Market plans.
  • Work with marketing teams and agencies to develop marketing programs, including performance marketing plans.
  • Understand the audiences we should target, including keywords and phrases for which we should be ranking and affiliate marketing.
  • Be the voice of the customer, gathering customer and market insights and defining the customer value proposition and messaging strategy.
  • Work closely with the lifecycle and CEM teams to drive ARPU through cross-sell/upsell strategies.
  • Analytics: Develop reports, leveraging data to understand KPIs, funnels, and customer behavior and drive strategy.
  • Influence the product roadmaps and prioritize features to ensure the product and market fit.
  • Lead the digital banking growth initiatives within the broader Western Union entity, liaising with regional teams.
  • Work with the Partnerships team to drive cross-marketing with key partners.
  • Manage key partnerships with vendors and third parties to ensure smooth delivery and operations.

Role Requirements

  • 5+ years of experience in Marketing / GTM, with a minimum of 3 years of experience in new product launches within remittance, banking, or FinTech.
  • Degree in Marketing or related field, MBA preferred.
  • A proven track record of leading the development and implementation of successful marketing strategies with excellent cross-functional leadership skills and the ability to work effectively with teams in different locations.
  • Analytical skills and experience with Power BI, Tableau, Google Analytics, Adobe Analytics, or similar tools.

We make financial services accessible to humans everywhere. Join us for what’s next.
Western Union is positioned to become the world’s most accessible financial services company —transforming lives and communities. We’re a diverse and passionate customer-centric team of over 8,000 employees serving 200 countries and territories, reaching customers and receivers around the globe. More than moving money, we design easy-to-use products and services for our digital and physical financial ecosystem that help our customers move forward.

Just as we help our global customers prosper, we support our employees in achieving their professional aspirations. You’ll have plenty of opportunities to learn new skills and build a career, as well as receive a great compensation package. If you’re ready to help drive the future of financial services, it’s time for Western Union. Learn more about our purpose and people at https://careers.westernunion.com/.

The base salary range is $110,953.15 - $184,921.93 USD per year. Total on-target compensation 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.

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 (https://careers.westernunion.com/global-benefits/). Please see the location-specific benefits below and note that your Recruiter may share additional role-specific benefits during your interview process or in an offer of employment.

Your United States Specific Benefits Include:

  • Family First Program
  • Flexible Time Off
  • Medical, Dental and Life Insurance
  • Tuition Assistance Program
  • Parental Leave

We are passionate about diversity. 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-JB2 #LI-Hybrid


  • Banking / Finance
Posted: 2023-09-14 Expires: 2023-10-17
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Leader, Marketing, Digital Banking GTM

Western Union
Miami, FL 33128

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