Job DescriptionJob Summary
The Senior Director, Digital, Content, Innovation & Media is a senior leader within LAC Marketing, responsible for leading Visa's hub-based capabilities across content, media, DTC, digital engagement, and innovation while leveraging data, technology, and AI-enabled capabilities to drive consumer relevance, personalization, and growth across the Latin America and Caribbean region.
This role reports to the VP, Consumer Payments, Content, Media & Digital Innovation, LAC and is accountable for building and scaling best-in-class regional capabilities across brand media, content and social, marketing services media, and DTC/CRM. The Senior Director leads a team of director-level specialists and works in close partnership with market teams, agencies, analytics, finance, creative, sponsorships, and cross-functional stakeholders to deliver measurable media outcomes, content excellence, and digital innovation across LAC.
This leader drives the operational execution and market activation of Visa's media, content, and digital strategy across the region, translating the VP's enterprise-level vision into market-ready plans, scalable solutions, and performance-driven outcomes. The role is critical to connecting media effectiveness, content relevance, CRM personalization, and AI-enabled innovation into a unified execution model that serves consumers, clients, and business priorities.
Key Responsibilities:
Media Strategy & Market Execution:
- Lead the development and execution of Visa's brand media strategy across LAC, including investment governance, audience strategy, channel mix optimization, performance measurement, and accountability.
- Oversee media planning and activation across addressable video, programmatic, paid social, search, linear and addressable TV, audio, and out-of-home across LAC markets.
- Partner with the global media agency to embed audience-first planning frameworks and drive continuous improvement in media effectiveness and efficiency.
- Manage media investment recommendations for major sponsorship activations, tentpole moments, and partnership platforms across the region.
- Lead and develop internal media experts and manage external agency resources to ensure consistency, rigor, and measurable outcomes across all markets.
- Partner with Finance and Analytics to articulate learning agendas, expected outcomes, and investment trade-offs with clear accountability to business results.
Content, Social & Creator Strategy:
- Define and execute Visa's content and social media strategy across LAC, establishing scalable, always-on content ecosystems that strengthen cultural relevance and brand preference.
- Lead creator partnership strategy, positioning creators as strategic partners with clear partnership models and activation playbooks adapted for regional markets.
- Build consistent, locally relevant content and social strategies that help Visa show up with cultural relevance and speed across diverse LAC markets.
- Drive AI-enabled content innovation to improve speed, quality, personalization, and scalability of content production across the region.
- Champion a disciplined test-and-learn agenda across content and creator-led initiatives to continuously evolve performance and effectiveness.
Marketing Services Media:
- Scale media as a client-facing capability through repeatable, audience-led, and commercially viable solutions that support revenue growth and strengthen Visa's Marketing Services value proposition.
- Partner with Marketing Services, Sales, Client Marketing, Consulting, and market teams to develop packaged media solutions with clear commercial and measurement standards.
- Translate Visa's major sponsorship platforms and partnership assets into client-ready media offerings with clear audience overlays and performance measurement.
- Support growth of Visa's Marketing Services business by improving speed, quality, consistency, and scalability of media solutions across the region.
Digital, CRM & Consumer Engagement:
- Advance Visa's Direct-to-Consumer strategy, CRM capabilities, lifecycle marketing, personalization, marketing technology, and responsible first-party data activation across LAC.
- Drive VM360 adoption and personalized engagement at scale, building long-term consumer relationships through data-driven communication strategies.
- Establish frameworks for audience segmentation, personalization, and engagement measurement that deepen consumer engagement and improve outcomes across digital touchpoints.
- Partner with Technology and Data teams to advance marketing technology capabilities and responsible data practices.
Innovation & AI-Enabled Marketing:
- Champion experimentation, test-and-learn models, automation, AI-enabled creative and media capabilities, and new ways of working that improve speed, relevance, and effectiveness.
- Lead Visa's digital innovation agenda across LAC, identifying and scaling emerging technologies, platforms, and AI-enabled capabilities that drive consumer relevance and marketing effectiveness.
- Design and lead structured test-and-learn programs that explore new formats, technologies, and partnership models with clear hypotheses and learning objectives.
- Champion technology solutions that enable modular content systems, scalable creator collaboration, automated production, and smarter distribution across partners and platforms.
Sponsorship & Partnership Media Integration:
- Support the integration of sponsorships, partnerships, product priorities, content, and media to create high-impact consumer experiences and client value.
- Develop media and content activation frameworks for regional and global sponsorship platforms that maximize reach, relevance, and return.
- Partner with Sponsorships and Partnerships teams to ensure media and content strategies amplify partnership investments and deliver measurable outcomes.
Leadership & Culture:
- Build, mentor, and lead a high-performing regional team focused on media excellence, content innovation, and digital transformation.
- Establish clear ways of working that connect regional strategy with market execution across all pillars.
- Foster a culture of curiosity, experimentation, collaboration, and accountability across all teams.
- Operate effectively within a complex, matrixed regional organization, influencing without direct authority across markets and functions.
What Success Looks Like:
- Visa's LAC media portfolio consistently delivers measurable brand impact, business performance, and efficiency with clear accountability to financial outcomes.
- Content and social ecosystems drive cultural relevance, engagement, and brand preference across priority audiences and markets.
- Marketing Services media solutions are audience-led, repeatable, scalable, and widely adopted across clients in the region.
- DTC and CRM capabilities drive measurable consumer engagement, lifecycle value, and personalization at scale.
- AI-enabled innovation is embedded across media, content, and digital capabilities, positioning LAC as a future-ready marketing organization.
- Sponsorship and partnership platforms are amplified through integrated media and content activation.
- Strong partnership with market teams ensures regional strategies translate effectively into local execution.
Visa requires at least 3 days in office, expectations of these days will be confirmed by your Hiring Manager.
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
- Deep expertise in paid media strategy, content marketing, digital engagement, CRM, and investment management across multiple markets.
- Experience managing media campaigns in financial services, technology, fintech, or payments categories through in-house marketing, agency, or media roles.
- Proven track record driving brand and performance outcomes through audience-led, data-driven media across planning, activation, optimization, and measurement.
- Experience leading adoption of AI-enabled tools and automation to improve audience insight, content production, planning, optimization, and measurement.
- Strong financial and commercial acumen with comfort owning large media budgets across multiple markets.
- Demonstrated success operating within complex, matrixed regional organizations with ability to influence across functions and seniority levels.
- Strong executive communication skills; able to influence senior stakeholders and cross-functional partners.
- Experience building and leading high-performing teams across multiple geographies.
- 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.
