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Talk about the challenge of being in charge of a legacy brand that totally had to transform itself, with the added complexity of serving 15,000 distinct customer communities. Not an easy task, for sure, but one that Gail Galuppo, the CMO at Western Union, and her team seem to enjoy thoroughly. All tol, Galuppo deals with offices in 202 countries and 400,000 retail locations - six times as many retail locations as McDonald’s, Wal-Mart, Starbucks, and Citibank combined. Here's how she delivers a consistent brand experience worldwide -- while maintaining relevance to local communities.
