VP, Head of US Digital GTM

Western Union is hiring a Vice President, USA Digital GTM to lead growth for our US digital business—our largest and most strategic digital market. This is a senior leadership role focused on accelerating customer and revenue growth through market strategy, pricing, go-to-market execution, product commercialization, and cross-functional leadership.

This role is focused on customers engaging with Western Union through our digital channels in the US market, driving growth across our digital customer base.

Reporting to the SVP, Global Digital Product & North America Digital Go-To-Market Leader, you will define and execute the growth agenda for the US digital business. You will partner closely with Product, Marketing, Analytics, Operations, Risk, Compliance, Customer Service, Engineering, and Finance to translate customer, corridor, and competitive insights into actions that improve acquisition, conversion, retention, transaction volume, and revenue.

We are looking for a digital-first builder and operator—someone who is commercially minded, and able to work across product, pricing, marketing, and operating teams to drive measurable growth. The ideal leader brings a strong understanding of high-volume digital businesses, thrives in a matrixed environment, and can combine strategy with execution to unlock growth in a competitive fintech landscape.

Role Responsibilities

• Own the growth agenda for the US digital business, with accountability for key performance indicators including customer acquisition, active users, transactions, revenue, conversion, retention, and customer lifetime value.
• Develop and execute strategies to accelerate growth across acquisition, activation, repeat usage, and monetization.
• Monitor customer, corridor, competitive, and market trends, translating insights into clear commercial actions and prioritized initiatives.
• Define and lead the US go-to-market strategy for key initiatives, including product launches, feature rollouts, and market-specific programs.
• Drives Product and Marketing to ensure successful commercialization of digital capabilities through strong positioning, messaging, and launch execution.
• Identify opportunities to evolve pricing, customer experience, and value proposition to unlock growth.
• Lead pricing strategy for the US digital business, including segmentation, promotions, and optimization to improve growth and unit economics.
• Leverage analytics and customer insights to identify friction points and improve conversion, retention, and customer lifetime value.
• Partner with Analytics and Marketing to optimize channel performance and investment strategy across performance marketing, lifecycle, and retention efforts.
• Build and influence data-driven business cases to guide decision-making and prioritization across functions.
• Lead through influence across a matrixed organization, aligning stakeholders to deliver initiatives from concept through execution.
• Inherit and develop an existing team while building additional capabilities to support future growth.
• Establish strong operating rhythms, drive executional excellence, and bring clarity to complex, ambiguous challenges.

Role Requirements

• 10+ years of experience in fintech, payments, digital banking, consumer technology, e-commerce, or related digital businesses.
• Proven track record leading digital growth, go-to-market, or business management functions with ownership of acquisition, conversion, retention, pricing, and revenue outcomes.
• Strong commercial and operating instincts, with the ability to move between strategy and execution in a fast-paced environment.
• High level of comfort with analytics and data-driven decision-making to deliver measurable business impact.
• Deep understanding of growth drivers in high-volume, transaction-based businesses, including funnel optimization, retention, and unit economics.
• Experience partnering closely with product organizations and influencing priorities through market insight and business cases.
• Demonstrated ability to lead and influence across cross-functional, global, and matrixed environments.
• Experience building, leading, and scaling high-performing teams.
• Excellent communication and stakeholder management skills, including the ability to influence senior leadership.
• Bachelor’s degree required; MBA or advanced degree preferred.

Preferred Qualifications

• Experience in remittances, cross-border payments, or fintech strongly preferred.
• Experience in US digital money movement, particularly across key outbound corridors such as India and Latin America.
• Background in digital-first, high-growth environments with strong commercial ownership.
  Experience in GM-like or market leadership roles (versus purely product-led roles).

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.