Lia Littlewood
Director of Commercial Development @Western Union
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WORK HISTORY
Director of Commercial Development @Western Union
NY, US
As Director of Commercial Development, I lead strategies to drive growth across Western Union’s U.S. Consumer Services portfolio. My work focuses on: • Expanding relationships with existing billers and signing new billers onto the Western Union network, giving customers more ways to pay their bills conveniently and securely. • Partnering closely with the North America sales team to grow agent and partner engagement, increasing customer reach. • Developing data-driven commercial strategies that identify emerging market opportunities, deepen customer relationships, and enhance performance. • Building processes, KPIs, and enablement tools to help the organization scale effectively and consistently deliver value to customers and partners.
EDUCATION
Imperial College London
2004 Boston University Abroad Program, Political Science and Government
Saint Joseph's University
Master of Business Administration - MBA, Marketing
Villanova University
BA, Political Science and Business
SKILLS
ABOUT LIA LITTLEWOOD
I am a results-driven product and partnerships executive with deep expertise in product innovation, marketing strategy, and customer engagement. With a background spanning Fortune 100 companies, strategic merchant partnerships, and entrepreneurial ventures, I specialize in building and scaling products that drive revenue, enhance customer experience, and foster brand loyalty. PRODUCT INNOVATION & DIGITAL TRANSFORMATIONAs Senior Product Lead for Citi US Branded Cards, I manage the Benefits & Offers innovation pipeline, driving strategic product enhancements that elevate customer engagement and spend. Most recently, I led the successful 2024 launch of the Citi Shop Browser Extension, a key milestone in Citi’s digital transformation.Previously, at American Express, I played a pivotal role in global brand strategy and merchant partnerships, ensuring that customer-centric innovation remained at the core of Amex’s market-leading positioning. STRATEGIC PARTNERSHIPS & CUSTOMER GROWTHI have negotiated complex merchant deals, led consultative selling efforts, and managed high-profile partnerships across payments, loyalty, and digital commerce. At Amex, I spearheaded business development efforts for some of the company’s most strategic national merchants, delivering double-digit growth through B2B relationship management and tailored partnership solutions. ENTREPRENEURIAL LEADERSHIP & DIGITAL MARKETINGBeyond corporate leadership, I have a strong entrepreneurial mindset, having co-founded The Fabulist Agency, a branding and marketing consultancy that supported businesses with high-impact marketing, social media strategies, and messaging during the COVID-19 pandemic. I also founded Littlelist.com, a digital platform providing product recommendations for parents, and ran a food styling and corporate team-building business, leveraging my passion for brand storytelling and customer engagement. PERSONAL EXCELLENCE & LEADERSHIPI excel in fast-paced, ambiguous environments, thrive on creative problem-solving, and am passionate about driving innovation through collaboration and customer-first thinking. A former D1 Scholar-Athlete in Track and USFA National Fencing Competitor, I bring a competitive, disciplined, and goal-oriented mindset to everything I do. KEY SKILLS & EXPERTISEProduct Innovation & Strategy | Digital Experience & Customer Engagement | Loyalty & Rewards Programs | Go-to-Market Execution | Strategic Partnerships & Business Development | Brand Management | Client Relationship Management | Data-Driven Decision Making
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