Consumer Marketing Director - CEMEA

Company Description

Visa is a world leader in payments and technology, with over 259 billion payments transactions flowing safely between consumers, merchants, financial institutions, and government entities in more than 200 countries and territories each year. Our mission is to connect the world through the most innovative, convenient, reliable, and secure payments network, enabling individuals, businesses, and economies to thrive while driven by a common purpose – to uplift everyone, everywhere by being the best way to pay and be paid.

Make an impact with a purpose-driven industry leader. Join us today and experience Life at Visa.

Job Description

Overview: The CEMEA Consumer Marketing Director is a strategic role requiring a deep understanding of consumers, the payments ecosystem, travel, and e-commerce. The ideal candidate should be strategic, adept at managing stakeholders from global to sub-regional levels, and capable of influencing and managing in a highly matrixed organization with multiple decision-makers.

Key Responsibilities:

Strategic Marketing Leadership

• Develop brand strategies to increase Visa brand preference, provide executive-level overviews of brand health across CEMEA, identify gaps, and devise strategies accordingly. Work closely with the media director to business case for increased budget spend.
• Build and align Visa’s brand positioning to various business segments and key audiences in CEMEA.
• Identify strategic opportunities to grow Visa's consumer base in profitable business segments.
• Align Visa’s brand positioning with products and create adoption and measurement matrices among CEMEA consumers.

Integrated Marketing Planning

• Prioritize and develop a communication framework that integrates social, brand, product, business segments, and other business priorities under one brand positioning to drive cohesion and consistency across initiatives.
• Understand and prioritize key audiences and build sub-brands within one mega brand, especially on social media. Monitor market trends and competitor activities to identify opportunities and threats.

Market Penetration

• Identify key drivers contributing to CEMEA cross-border volumes. Develop strategies and action plans tailored to these drivers in alignment with sub-regions.
• Understand consumer life cycles and key moments to develop strategies to increase credit card penetration. 
• Develop programs that can scale to other regions. Adopt a test-and-learn approach with a scale mentality and package results to convince stakeholders.

Insights and Trends

• Utilize consumer research and data to build compelling business cases.
• Create an easy-to-digest, quick-to-access dashboard to provide a live view of progress on KPIs.

Cross-Functional Collaboration

• Work closely with media lead and content strategists within the CEMEA hub team to align efforts on the brand, business segments and product marketing.
• Collaborate with global and sub-regional teams, represent CEMEA in global forums, clearly articulate needs from CEMEA, and implement global strategies in CEMEA.

Team Leadership

• Lead a high-performing consumer marketing team. Provide guidance, mentorship, and feedback to team members, fostering a culture of creativity, collaboration, and continuous improvement. Manage resource allocation, workload distribution, and talent development within the team.
• Drive brand training in CEMEA, proof points, processes, and other collateral to support sales teams in representing our brand to clients and partners.
• Design, operationalize, and optimize branding requirements and supporting toolkits & processes for clients and partners.

Leverage Data-Led Approach and Mindset

• Leverage data, insights, and research to drive decision-making and optimize brand design efforts. Regularly analyze results, identify areas for improvement, and make data-driven recommendations to enhance brand impact.

Partner Ecosystem Management

• Own the relationship with creative agencies and ecosystem partners. Provide clear creative direction, monitor project timelines, and ensure the delivery of high-quality and impactful creative assets.

This is a hybrid position. Expectation of days in office will be confirmed by your Hiring Manager

Qualifications

• Minimum of Bachelor's Degree or equivalent with 15+ years of relevant marketing experience.
• Extensive experience in brand management, travel and e-commerce industries
• Deep understanding of paid social media.
• Strong collaborator who can demonstrate success in delivering and navigating complex projects in a matrixed, distributed global organization
• Strategic mind-set, with exceptional clarity of thought combined with a hands-on, detailed oriented approach when needed
• Outstanding verbal and written communications with ability to communicate with a diverse audience, including C-level executives, clients, and business, product, technology, and finance stakeholders.
• Proven experience managing teams and processes to deliver efficient output and results.
• Proven track record in developing and implementing marketing strategies and plans that scale across different regions.

Additional Information

Visa is an EEO Employer. Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, sexual orientation, gender identity, disability or protected veteran status. Visa will also consider for employment qualified applicants with criminal histories in a manner consistent with EEOC guidelines and applicable local law.