The Senior Manager of Marketing Strategy (International Travel) is primarily responsible for driving crossâborder payment volume growth for our business units, products, and markets that seek to build relevance and preference among international travelers. This role requires a deep understanding of the international travel payments industry, as well as the ability to translate complex insights from consumer travel behaviors, market dynamics, and travel payments economics into clear, actionable marketing strategies for global business units and markets around the world.
Success in this role depends on strong crossâfunctional partnership with the Cross-border Business Unit, regional marketing partners, Corporate Strategy, and creative agencies, and the ability to influence marketing planning, investment prioritization, and execution at scale. Importantly, this position serves as a core contributor to the cross-border Marketing Center of Excellence, driving thought leadership, strategic rigor, and market enablement across all priority travel initiatives.
The position reports to the Senior Director â Travel Experiences and will be based in Visaâs San Francisco office.
Essential Functions:
Manage and execute the marketing strategy for international travel:
- Lead the day-to-day operations of strategy development for growth travel corridors aligned to Visaâs strategic goals by translating actionable frameworks into scalable creative platforms and innovation initiatives across priority travel corridors.
- Partner with regional marketing leads to optimize and evolve corridorâlevel strategies, in lock step with changes to the business strategy, competitive dynamics or macro economic changes.
- Refine traveler journey stages, trip motivations and consumer spend behavior as new learnings and insights are unlocked from priority travel cohorts.
- Optimize marketing programs for âsendingâ and âreceivingâ markets to ensure âtwo-handsâ clapping in close coordination with Regional teams to minimize region-to-region coordination and efforts.
- In collaboration with Global Brand Creative Studio, support strategy development for global cross border campaigns that are centrally managed, studio built and regionally executed.
- Influence annual operating plans to ensure cross-border initiatives are appropriately prioritized and funded, and oversee budget management for global marketing workstreams.
- Brief cross-border based executions within sponsorships to improve brand campaign business driven results â FIFA, OLY and F1 programs â going beyond the sponsorship itself and the full travel experience.
Act as the Cross-border subject matter expert and enable markets to deliver effectively and efficiently:
- Evaluate and build new global channel strategy (e.g. airports) to determine new central optimization of media planning and buying.
- Assess regionally led deals (e.g, sponsorships) to deploy more effective non-host market advertising of âsending marketsâ and lift preference and usage of Visa â includes marketing strategy for Visa owned properties, such as Visa Live.
- Build and advance cross-border thought leadership through research, market intelligence, and industry trend analysis, translating insights into best practices that improve marketing effectiveness.
- Lead globalâtoâregional enablement and change management by hosting regular regional shareâouts and evolving the operating model and goâtoâmarket approach
- Develop and implement a global messaging framework that enables regions to confidently and consistently activate compliant, highâimpact brand and product claims across priority corridors.
- Partner with Regions and Insights & Analytics to define a measurement framework and learning agenda for Travel initiatives, ensuring insights inform current optimization and future strategy development.
- Support innovation pilots in partnership with the BU and Regions to drive new growth and acquisition for Visa and Visa clients
- Drive innovation sprints with new AI platforms, partner platforms to push category superiority over competitive set.
This is a hybrid position. Expectation of days in office will be confirmed by your hiring manager.
This position is not eligible for Sponsorship.