Vice President, Customer Lifecycle Growth

About this role

The Vice President Customer Lifecycle Growth builds sustainable competitive advantage by ensuring that the entire consumer journey from first discovery to long-term loyalty is optimized for growth. The leader uses data to drive customer transactions, improve retention, enhance cross selling and increase overall lifetime value. The leader manages a team to identify and predict how customers prefer to engage with our solutions and designs marketing programs to enable conversion.  They lead the marketing automation to execute agile and targeted customer engagement.

Key Position Components: • Strategy: Use data to create plans to enhance customer growth

• Funnel Optimization: Improve how users move from to continued transactions.

• Marketing Automation: Lead the functional optimization of martech to support automated customer engagement, working with engineering teams.

• Retention Management: improve customer transaction frequency and boost cross sales through targeted campaigns.

• Team Leadership: Guide and mentor marketing, lifecycle and retention resources.

• Global Perspective: Work with global teams to ensure regional preferences and relevancy

Role Responsibilities: • Leverage data to create customer behavioral and transactional segmentation and predictive strategic responses

• Design and execute end-to-end customer journeys from onboarding and repeated transactions, cross selling upgrades, and win-backs. Encourage omni-channel access – retail, online and on-app.

• Create data-driven frameworks, utilizing predictive analytics and AI-driven personalization to identify customer revenue opportunities and risks.

• Align cross-functional groups—such as Marketing, Product, Sales, Pricing, and Data Analytics—to fix root causes of customer dissatisfaction and build loyalty.

• Oversee multi-channel communication strategies (e.g., email, SMS, in-app messaging, and loyalty workflows)

• Leverage loyalty programs to build cost effective rewards to enhance repeat transactions.

• Guide executive reporting regarding retention metrics, revenue shifts, and customer health trends. 

Role Requirements: • Bachelor’s degree required or equivalent experience; Master’s degree or MBA preferred.

• 10+ years of progressive leadership experience in customer retention, lifecycle marketing, or customer success.

• 5 years’ experience in high scaled, global environments, preferably in B2C.

• Strong commercial and analytical background in customer segmentation, journey orchestration, and cohort performance.

• Proven history of lowering voluntary and involuntary churn while expanding net revenue retention.

• Experience in driving automation of technical platforms for marketing automation, working with engineering teams and vendors.

• Excellent cross-functional collaboration and influencing, communication, and change management background.

• Excellent executive presence

Key Success Metrics • Gross and net customer growth (incremental transactions) and retention rates

• Voluntary/involuntary churn reduction percentages

• Customer Lifetime Value (CLV / LTV) growth

• Net Revenue Retention (NRR) or Average Revenue Per User (ARPU) impact

• Improved customer engagement timelines;  

• Completion of implementation of marketing automation platform

Work Shift - HYBRID

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: • Parental Leave

• Family First Programs

• Medical, Dental, and Life Insurance

• Tuition Repayment Assistance Program

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 base salary range is $250,000 - $280,000 USD per year, total on target compensation includes a base salary plus a variable target incentive that aligns with individual and company performance.

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 careers@westernunion.com .

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-AM3

Estimated Job Posting End Date: 09-21-2026 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.

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