Job DescriptionThe Senior Director, Consumer Payments Marketing is a senior leader within LAC Marketing, responsible for leading Visa's consumer growth strategy across Affluent, Next Gen, Cross-Border, eCommerce, New Payment Flows, and other regional business priorities, ensuring integrated planning and execution across markets, products, sponsorships, brand, and client opportunities.
This role reports to the VP, Consumer Payments, Content, Media & Digital Innovation, LAC and serves as the strategic connector between consumer insights, product roadmaps, and marketing activation. The Senior Director leads a team of senior managers focused on specific segment strategies and works closely with Product, Sales, Client Marketing, Insights & Analytics, Sponsorships, and market teams to translate segment opportunities into clear marketing strategies, go-to-market plans, and measurable business outcomes.
This leader drives the day-to-day execution of Visa's consumer segment marketing across the region, partnering closely with product teams to pull through consumer marketing activity that supports business goals across all priority growth pillars. The role is critical to ensuring Visa's consumer marketing agenda is grounded in insights, connected to business priorities, and activated with speed and relevance across diverse LAC markets.
Key Responsibilities:
Consumer Segment Strategy & Execution
- Lead Visa's consumer growth strategy across Affluent, Next Gen, Cross-Border, eCommerce, New Payment Flows, and Debit segments in LAC, translating segment insights, cultural trends, and consumer behaviors into clear marketing strategies and actionable market plans.
- Serve as the primary day-to-day business partner to LAC Product & Solutions teams, ensuring consumer marketing activity is effectively pulled through in support of product marketing goals.
- Ensure LAC fully leverages global strategic-segment work-including Infinite, new Travel positioning, Visa Destinations, and eCommerce platforms-by shaping and adapting these for maximum regional impact.
- Connect long-term strategic-segment vision with near-term activation needs to ensure strategies translate effectively into market-ready execution.
Integrated Planning & Cross-Functional Alignment
- Lead integrated planning with media, creative, content, sponsorships, partnerships, and product partners to ensure segment priorities are embedded across campaigns, messaging, and activations.
- Partner with research and analytics teams to uncover deeper consumer understanding, identify segment opportunities, and translate insights into marketing decisions and prioritization.
- Foster collaborative cross-functional alignment to ensure teams across markets are equipped to deliver against Visa's consumer-centric and segment-centric growth goals.
- Serve as the strategic connector between segment insights and product roadmaps, informing strategies that drive adoption, engagement, and integrated go-to-market execution.
Affluent & Cross-Border Strategy
- Oversee the development of Visa's Affluent marketing strategy for LAC, including premium positioning, differentiated experiences, and partnerships that drive preference among high-value consumers.
- Lead Cross-Border and travel marketing strategy, ensuring Visa captures growth opportunities through targeted campaigns, product activation, and partnership leveraging.
- Develop and execute marketing plans that strengthen Visa's position as the preferred payment brand for Affluent and Cross-Border segments across the region.
Next Gen, Debit, eCommerce & New Digital Payments
- Oversee the development of marketing strategies that drive relevance, adoption, and engagement among Next Gen consumers across LAC markets.
- Lead Debit marketing strategy, ensuring Visa's positioning drives growth, usage, and preference in a competitive debit landscape.
- Drive eCommerce marketing strategies that accelerate Visa's digital payments growth and strengthen online transaction preference.
- Develop marketing approaches for New Payment Flows and digital payment innovations, translating product capabilities into consumer-facing value propositions.
Sponsorships, Partnerships & Experience Integration
- Partner with Sponsorships and Partnerships teams to ensure consumer segment priorities are integrated into partnership activation strategies.
- Develop segment-specific experience and benefits strategies-particularly for Affluent and Next Gen audiences-that leverage Visa's sponsorship and partnership portfolio.
- Ensure sponsorship activations deliver differentiated value to priority consumer segments and create experiences competitors cannot easily replicate.
Brand & Consumer Storytelling
- Shape Visa's segment-specific consumer story by articulating the 'why' behind campaigns and reinforcing leadership in security, trust, innovation, and relevance.
- Build strategic vision to drive brand visibility and preference for Visa across all priority consumer segments despite a rapidly changing payments landscape.
- Partner with creative and brand teams to ensure segment strategies are brought to life through compelling, culturally relevant executions.
Leadership & Culture
- Build, lead, and develop a high-performing team of senior managers focused on segment marketing excellence across LAC.
- Provide direction, coaching, performance management, and professional development to ensure strong delivery against consumer segment strategies.
- Foster a collaborative, innovative team environment aligned to strategic priorities and equipped to deliver against Visa's consumer-centric growth goals.
What Success Looks Like
- Consumer segment strategies deliver measurable impact on brand preference, product adoption, and business growth across Affluent, Next Gen, Cross-Border, eCommerce, Debit, and New Payment Flows.
- Strong alignment between marketing, product, sponsorships, and market teams ensures segment priorities are embedded across campaigns, activations, and client opportunities.
- LAC effectively leverages and localizes global segment platforms for maximum regional impact.
- eCommerce marketing strategies drive measurable growth in digital transactions and online payment preference.
- Sponsorship and partnership assets are leveraged to deliver differentiated experiences for priority consumer segments.
- Clear measurement frameworks demonstrate the connection between segment marketing investments and business outcomes.
- Visa is recognized as the preferred brand among priority consumer segments across LAC markets.
Visa requires at least 3 days in office, expectations of these days will be confirmed by your Hiring Manager.
U.S. work authorization required. No visa sponsorship or relocation assistance will be provided for this position.
QualificationsBasic Qualifications:
- 12 or more years of work experience with a Bachelor's Degree or at least 10 years of work experience with an Advanced degree (e.g. Masters/MBA /JD/MD), or a minimum of 5 years of work experience with a PhD
Preferred Qualifications:
- 15 or more years of experience with a Bachelor's Degree or 12 years of experience with an Advanced Degree (e.g. Masters, MBA, JD, or MD), PhD with 9+ years of experience
- Bachelor's degree with 12+ years of experience, or Advanced degree with 10+ years, or PhD with 8+ years.
- Bachelor's degree with 15+ years, or Advanced degree with 12+ years, or PhD with 9+ years.
- Background in consumer marketing, product marketing, or strategy in financial services, technology, fintech, or payments sectors.
- Proven experience translating consumer insights and segment strategies into actionable marketing plans that drive measurable business outcomes.
- Strong strategic thinking skills with the ability to connect consumer insights, segment behaviors, and cultural trends to product roadmaps and marketing activation.
- Experience operating in highly matrixed organizations and influencing senior stakeholders across marketing, product, insights, analytics, sponsorships, and creative/media teams.
- Proven ability to build strong cross-functional relationships and drive alignment across regions and business units.
- Strong analytical skills and comfort translating data, research, and behavioral trends into clear strategic recommendations.
- Experience managing and developing high-performing teams while fostering a culture of innovation and continuous improvement.
- Excellent written and verbal communication skills, including the ability to articulate the rationale behind marketing decisions and shape compelling narratives.
- Fluency in English and Spanish required; Portuguese preferred.
Information for US ApplicantsFor roles located in the US, the estimated salary range for this position is $179.300,00 to $ 313.700,00 USD per year, which may include potential sales incentive payments (if applicable). Salary may vary depending on job-related factors which may include knowledge, skills, experience, and location. In addition, this position may be eligible for bonus and equity.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.
Work HoursVaries upon the needs of the department.
Travel RequirementsThis position requires travel 5-10% of the time.
Mental/Physical RequirementsThis 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.
