Consumer Marketing Director
- São Paulo, State of São Paulo, Brazil
As the world's leader in digital payments technology, Visa's mission is to connect the world through the most creative, reliable and secure payment network - enabling individuals, businesses, and economies to thrive. Our advanced global processing network, VisaNet, provides secure and reliable payments around the world, and is capable of handling more than 65,000 transaction messages a second. The company's dedication to innovation drives the rapid growth of connected commerce on any device, and fuels the dream of a cashless future for everyone, everywhere. As the world moves from analog to digital, Visa is applying our brand, products, people, network and scale to reshape the future of commerce.
At Visa, your individuality fits right in. Working here gives you an opportunity to impact the world, invest in your career growth, and be part of an inclusive and diverse workplace. We are a global team of disruptors, trailblazers, innovators and risk-takers who are helping drive economic growth in even the most remote parts of the world, creatively moving the industry forward, and doing meaningful work that brings financial literacy and digital commerce to millions of unbanked and underserved consumers.
You're an Individual. We're the team for you. Together, let's transform the way the world pays.
As part of the Consumer Marketing team, the Marketing Director will lead the Mass Consumer Marketing agenda in Brazil, working closely to the company’s leadership team, as well as partnering with the client marketing, sales, product, merchant and finance teams, articulating the best value proposition and communication strategy for the massive portfolio.
The Marketing Director will lead, from approval to implementation, the communication strategy and platforms to build the VISA brand and drive business results among middle class consumers.
The position requires strong experience in branding and communication development and execution, solid expertise in digital marketing and some knowledge of CRM. Good analytics skills is also a requirement and any previous experience with financial services is a plus.
The successful candidate will be passionate for the work, have an innovative thinking and fluid mindset, drive team-building spirit, challenge the status quo, bring business solutions aligned with the company’s strategies and possess a strong drive to succeed.
The position reports to the Consumer Marketing Sr. Director in Brazil.
2. Principle Responsibilities/Key Results Area
_Lead the marketing strategic planning for the massive portfolio, aiming at building solid and sustainable brand equity and driving payment preference;
_Lead the creation of world-class communication campaigns and execute the marketing calendar;
_ Lead the development of business driven integrated plans for all key strategic projects under the mass initiative;
_Lead the launch of products, benefits, and solutions in the market for this segment;
_Account for the structuring, managing, analyzing and reviewing the performance of the marketing plans, both from a creative as well as media perspective. The performance is measured in hard facts via communication and equity surveys, as well as media performance and costs;
_Seek and articulate behavior insights and data analysis to drive business results;
_Lead agencies in Brazil to develop world-class work, and ensure measurement and evaluation applied across all marketing campaigns;
_Manage the platform budget with forecast accuracy, as well as the internal process for budget approvals.
3. Strategic Nature, Mgmt Accountability, & Scope
_Develop and execute all consumer marketing strategies and plans for middle class consumers in Brazil;
_Actively participate on the development of innovative products, differentiated brand experiences and benefits, as well as new payment solutions in collaboration with other areas;
_Work in coordination with the LAC Regional team as well as the Global team.
4. Decision Making & Complexity
_Lead the development of marketing strategies and plans;
_Work cross-functionally with other business areas, both in Brazil and across the region;
_Ensure alignment with the local, regional and global leadership teams.
5. Financial & Organizational Scope
_Brazil is the largest business in LAC, and the third largest for Visa globally;
_Mass portfolio accounts for more than half of the business volume.
6. Reporting Relationships & Interactions
_Reports to the Consumer Marketing Sr. Director in Brazil, and works together with regional and global Hub functions.
_Requires engagement with key internal and external stakeholders at Senior Levels (Clients, Creative Agencies, Media Partners and Vendors).
_Contributes and depends on a cross functional team (Product, Merchant, Client Marketing, Sales, Finance)
7. Key Competencies
_Superior marketing skills, with proven track record of developing winning marketing campaigns that contribute to brand and business growth, based on soft and hard data;
_Solid strategic thinking skills, with ability to clearly create and articulate marketing strategies rooted in a deep understanding of consumers and the business;
_Ability to combine the creative aspects of marketing with the business nature of the job, tracking and evaluating all the marketing investment behind this segment;
_Strong interpersonal skills, ability to work cross functionally in a matrix organization;
_Ability to inspire and lead creative agencies;
_Proven digital Marketing expertise;
_Strong experience in media;
_CRM, database work and advanced analytics experience is a plus.
8. Required Experience
Education: Bachelor's Degree
Years of Experience: 10+
Advanced English Proficiency
Skills - Professional/Technical/Business
- Solid, classically trained marketing acumen.
- Experience leading global brands.
- Proven track record of developing successful marketing campaigns.
- Consumer understanding skills, familiarity with research and exploration techniques.
- Deep understanding of digital and social media and its opportunities for marketing.
- Experience working in a matrix environment.
- Ability to successfully communicate with and engage different audiences.
- Strong Interpersonal skills and ability to work cross functionally in a matrix organization.
- Presentation skills
- Ability of thinking beyond current boundaries and finding alternative solutions to crack the way consumers interact with our brand, products and benefits currently.
§ Physical Requirements
This position will be performed in an office setting. The position will require the incumbent to sit and stand at a desk, communicate in person and by telephone, frequently operate standard office equipment, such as telephones and computers, reach with hands and arms, and bend or lift up to 25 pounds.
Visa will consider for employment qualified applicants with criminal histories in a manner consistent with EEOC guidelines and applicable local law.