Vice President Global Brand and Creative Services

Western Union, one of the world’s iconic consumer brands is recruiting a senior leader responsible for evolving, protecting and executing Western Union’s market identity across the globe. Reporting into the CMO, the VP Global Brand and Creative Services defines the visual representation and overall messaging for the company, ensuring all customer touchpoints and growth campaigns consistently encourages customer transactions while reflecting the core values of the business.   This role also leads the Brand Studio, the creative production operations for the company.

Role Responsibilities

The role encompasses several key pillars that drive the company's market presence:

• Brand Strategy & Positioning: Developing comprehensive strategies to differentiate the company from competitors, increase market share, and capture the target audience's attention.

• Brand Consistency: Enforcing brand guidelines across all external channels (advertising, packaging, digital) and internal communications to build consumer trust and loyalty.

• Brand Sentiment Tracking: Capturing consumer insights, competitor activities, and industry trends to refine the brand's positioning and measure the success of ongoing brand initiatives.  

• Creative Development: Guiding the ideation and execution of major brand marketing initiatives, working closely with internal and external creative teams, communications and regional business units.

• Creative Production & Distribution: Creating and managing the high scale, efficient and cost effective production of create output for the company and, providing support for regional marketers and partners. 

Role Requirements

Transformation Leadership – This leader must have significant experience in transforming a company’s brand and creative operations.  This includes:

• Up-scaling current brand sentiment, growth and share of voice in the market; Possessing the ability to aggregate data metrics to measure and report brand performance to the company executives.

• Rehabilitating the visual and editorial brand messaging to encourage new customer growth across retail, social media, partner and in particular in digital channels.

• Managing high velocity, scaled creative asset production, ensuring a cost-effective approach for talent, asset acquisition, ownership and shared access rights.

• Building a team of brand and creative resources who are talented, agile and business-minded, comfortable in working globally and across time zones.

• Enabling creative assignments for multi-media channel media programs

• Managing agencies, partners, freelancers and external partners, some offshore.

• Using AI and marketing automation for effective agility and speed without compromising brand authenticity, credibility or reputation

• Financial responsibility of budget and performance targets

The leader must:

• be highly skilled in presenting and influencing at all levels of the organization.  Must possess ability and desire to coach a team

• demonstrate experience in omni-channel creative design and copy production including digital, social, offline and OOH to support paid and owned media channel leaders

• have a minimum of 10 years’ experience in brand and creative leadership, preferably for a global consumer services corporation. Fintech experience a plus.

• expect to travel – no more than 30%

• be present at one of our key locations: Atlanta, New York or Miami (minimum 3 days/week)

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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 [email protected].

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.

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Estimated Job Posting End Date:

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.