Senior Manager, Global Brand Marketing - Strategic Segment Marketing (Affluent) - job 4 of 12

The Senior Manager of Global Strategic Segment Marketing - Affluent is primarily responsible for driving consumer usage and payment volume growth for our business units, products, and markets that seek to build relevance and preference among affluent consumers. A keen understanding of this high value segment, consumer trends and insights, the client and product landscape is critical to success, as well as an ability to then turn that perspective into effective and innovative marketing strategies for our global business units and markets around the world. Importantly, this position will be a main contributor to the Center of Excellence tasked with driving innovation, subject matter expertise, and market enablement for all key initiatives attached to strategic segment value creation.

This individual will work with marketing partners, key global business stakeholders and regional brand and client teams to successfully bring to life – and evolve over time – the strategy for these strategic segments of the Visa Brand, currently ranked the 7th most valuable brand in the world, according to BrandZ.

The position reports to the Senior Director - Global Strategic Segment Marketing & Center of Excellence and will be based in Visa’s San Francisco office.

Essential Functions

Set and manage the Affluent brand ambition and drive evolution across the enterprise to keep the brand at the forefront of consumers’ preference

• Define and lead the Affluent brand positioning, value proposition, platform development and messaging for key functional stakeholders (regions, markets, client marketing), as well as co-brand, product, and business teams.
• Deliver an Affluent audience-first strategy and consumer segmentation across Visa’s portfolio offerings (including travel, everyday spending, digital wallets, and eCommerce).
• Partner with the Brand Positioning Centre of Excellence to develop impactful and relevant brand claims applied to the Affluent segment.
• Inform & consult on evolution of Affluent look, tone, feel over time for both B2C and B2B2C communications, as well as any product naming requirements.
• Collaborate with Regions and the Insights and Analytics team to develop a measurement framework and learning agenda for the Affluent audience, informing current and future strategies and campaigns.

Act as the Affluent subject matter expert and enable markets to deliver effectively and efficiently

• Help establish and manage the Strategic Segments Center of Excellence, providing visibility and opportunities to scale strategic and creative ideas across markets.
• Serve as the subject matter expert on the Affluent audience and Visa consumer product offerings for marketing and cross-functional teams.
• Build and advance Affluent thought leadership through research projects and market intelligence (including industry and competitive trends), to provide insight into worldwide best practices to improve marketing effectiveness.
• Host inspiration sessions for Regions and internal Visa teams on strategic opportunities and new partnerships.
• Laise with Product and Benefits team to improve Visa’s enterprise approach and Affluent strategy.
• Consult with regional teams to localize global strategies, go-to-market approaches, regional briefs and creative work.

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