Responsibilities

• Lead the Payments Lifecycle Marketing Strategy team, setting clear priorities, operating rhythms, quality standards, advisory expectations, and success metrics for lifecycle strategy work across North America.
• Define Visa’s North America Payment Lifecycle Marketing strategy, including frameworks, strategic narratives, client discovery approaches, go-to-market motions, and repeatable offerings that address client needs across acquisition, onboarding, early-month-on-book activation, usage, engagement, retention, loyalty, cross-sell, and win-back.
• Build and manage a team of senior lifecycle marketing strategists capable of diagnosing client business challenges, identifying growth opportunities, shaping strategic recommendations, and translating insights into practical marketing roadmaps.
• Establish the strategic toolkit for lifecycle engagements, including audience segmentation frameworks, needs-state and behavioral journey mapping, message architecture, offer strategy, channel and cadence recommendations, testing agendas, measurement approaches, and optimization playbooks.
• Partner with Sales and account teams to identify high-value lifecycle opportunities, lead strategic discovery, shape client proposals, support RFPs and executive pitches, and position Marketing Services as an advisory-led partner for priority clients.
• Collaborate with Visa Consulting & Analytics, Product, Insights & Analytics, and Data teams to connect Visa’s proprietary insights, transaction intelligence, research, and measurement capabilities to lifecycle strategy development and client recommendations.
• Translate lifecycle strategy into integrated solutions with Marketing Services Business Development partners, ensuring strategies are actionable, measurable, commercially viable, and designed for execution at scale.
• Commercialize lifecycle marketing capabilities by developing value propositions, pricing inputs, delivery models, sales enablement materials, case studies, packaged solutions, best-practice guidance, and training for the broader Marketing Services organization.
• Drive a shift from reactive, project-based execution to proactive, strategy-led client partnerships that support retained engagements, multi-service programs, repeatable revenue, margin improvement, and long-term client growth.
• Set standards for strategic excellence, ensuring client recommendations are insight-led, financially disciplined, operationally feasible, differentiated by Visa’s assets, and connected to measurable business outcomes.

Requirements

• 12 or more years of relevant work experience with a Bachelor’s degree, or at least 10 years of relevant work experience with an Advanced degree, or a minimum of 5 years of relevant work experience with a PhD.
• Experience leading marketing strategy, lifecycle marketing, customer engagement, CRM, loyalty, performance marketing, consulting, financial services marketing, payments marketing, or related commercial marketing disciplines.
• Demonstrated experience developing and presenting strategic recommendations to senior-level internal and external stakeholders.
• Proven ability to operate in complex, matrixed organizations and lead cross-functional teams toward shared outcomes.

Preferred

• 15 or more years of relevant experience with a Bachelor’s degree, or 12 or more years of experience with an Advanced degree.
• Significant experience leading strategy teams, advisory practices, lifecycle marketing functions, CRM/customer engagement teams, payments marketing teams, or consulting teams focused on customer growth.
• Deep understanding of the payments ecosystem, including issuer, co-brand, fintech, processor, merchant, and consumer payment dynamics.
• Strong expertise in payment lifecycle marketing, including acquisition, onboarding, early-month-on-book activation, spend stimulation, digital adoption, card-on-file behavior, merchant category expansion, retention, loyalty, cross-sell, product migration, and reactivation strategies.
• Experience building lifecycle marketing frameworks, customer journey strategies, segmentation models, messaging architectures, channel strategies, offer approaches, testing plans, measurement frameworks, and optimization roadmaps.
• Experience designing data-driven marketing programs using audience insights, behavioral signals, personalization, experimentation, marketing technology, campaign analytics, and ROI measurement.
• Commercial orientation with a proven track record of building, selling, scaling, or managing revenue-generating marketing solutions, advisory services, packaged offerings, or client-facing capabilities.
• Strong financial acumen, including experience with business cases, pricing inputs, margin management, pipeline management, forecasting, annual planning, or P&L accountability.
• Exceptional executive communication, storytelling, facilitation, and presentation skills, with the ability to simplify complex concepts and influence senior decision makers.
• Experience working with creative, media, analytics, marketing technology, agency, consulting, product, legal, finance, and delivery teams to bring integrated marketing programs to market.

Benefits

• Visa has a comprehensive benefits package for which this position may be eligible that includes Medical, Dental, Vision, 401(k), FSA/HSA, Life Insurance, Paid Time Off, and Wellness Program.