Reporting to the Senior Marketing Manager, online Channel, this role is responsible for the America's 360 degree marketing strategy and execution. Focusing on direct customer acquisition and partnership/affiliate management, this role will be key to driving the online channel revenue via both online and offline activities.
Be a subject matter expert on all industry trends and competitive insights for the B2B international payment space.
Identify, devise, articulate and execute the annual marketing strategies for the Americas that deliver on the B2B 3-year expansion plan.
Drive the B2B online presence through expansion of global websites, continuous improvement of the existing web experience through added features and functionality, and optimization of lead flow and conversion points.
Conceive, create and execute online/offline marketing programs across multiple acquisition channels leveraging campaign data and customer segmentation to achieve goals.
Execute web-based campaigns and affiliate partnerships to acquire new customers and grow relationships with existing customers. Oversee the end-to-end implementation of those programs.
Oversee the development and execution of quality, customer-centric communications, which are consistent with WUBS's Branding and Customer Experience strategy
Report results from marketing programs, and formalize post initiative analysis to consistently measure program effectiveness, including metrics such as cost, lead generation, and ROI.
Use data including traffic, conversion, clicks, customer and sales data to measure performance of programs and drive innovation
Leverage, promote and employ analytics to deliver measurable and profitable marketing initiatives and programs.
Contribute to the public relations (PR) strategy, specifically as it relates to leveraging Western Union Business Solutions' online services and partnerships, in conjunction with Corporate Communications.
Manage relationships with WU Consumer Services so as to develop a strong relationship and uncover new revenue opportunities.
Understand critical industry and company compliance, legal and privacy requirements and ensure that they are adhered to in all customer-facing initiatives and internal activities.
Desired Skills & Experience
Minimum of 5 years of directly related work experience in developing marketing strategies and executing successful customer acquisition plans.
Excellent understanding of marketing/web strategies. Advanced understanding of usability, architecture, social media marketing, search engine optimization, search engine marketing, and online advertising (paid search marketing & display advertising).
Content strategy development (especially web, blogging and video) and execution skills, backed by hands-on experience with content management solutions, as well as proficiency in Google Analytics, social analytics and web/data analytics and mobile technology implementation.
Experience in B2B environment.
The Western Union Company (NYSE: WU) is a leader in global payment services. Together with its Vigo, Orlandi Valuta, Pago Facil and Western Union Business Solutions branded payment services, Western Union provides consumers and businesses with fast, reliable and convenient ways to send and receive money around the world, to send payments and to purchase money orders. The Western Union, Vigo and Orlandi Valuta branded services are offered through a combined network of 455,000 agent locations in 200 countries and territories. In 2010, The Western Union Company completed 214 million consumer-to-consumer transactions worldwide, moving $76 billion of principal between consumers, and 405 million business payments. For more information, visit www.westernunion.com.