Job DescriptionWe are seeking a Senior Manager to lead omni channel media campaigns and strategy in Central America & Caribbean region to drive business results, innovation and media performance. The role will be responsible for leading all media, strategy, planning, execution, optimization and reporting. This person will also be responsible for digital excellence, ensuring all digital channels are activated with the best practices and guidelines. The position reports to Latin America Director of Media based in Miami. The main stakeholders of this role will be the marketing team in Central America and the Caribbean. This person will partner with marketing, business leads and agencies, driving high visibility media plans. The role offers a strong intersection of media and digital evangelist for the region as well as media expert, ensuring all plans are built and activated using the most efficiency and successful channels, partners and formats. This person needs to be able to lead measurement conversation, understanding the media funnel for business and for brand metrics. The role also requires passion for creating capabilities and developing the Visa Team on the newest and more effective media strategies, business acumen and strong communication and leadership skills.
Specific Requirements:
Strategy & Leadership
- Lead end-to-end omni-channel media strategy for Visa campaigns and joint campaigns with clients (banks, merchants, fin-techs), from strategic planning through execution and performance measurement.
- Serve as the primary point of contact for media agency relationships, ensuring alignment on goals, timelines, and deliverables.
- Own and drive the media strategy roadmap, staying ahead of industry shifts and emerging media trends to inform recommendations and planning.
- Establish clear campaign goals in partnership with the Analytics team, defining KPIs across brand and business metrics throughout the media funnel.
- Maintain full accountability for media plan success, ensuring optimal activation across all channels.
Execution & Optimization
- Oversee daily campaign execution in partnership with the agency team, driving media optimization, A/B testing, and continuous improvement.
- Collaborate with the marketing team to develop and deploy channel-optimized content across offline, digital, and social platforms.
- Define and enforce media quality standards, including brand safety, viewability, verification, and fraud prevention protocols.
- Ensure all media plans comply with legal approvals and data privacy requirements.
Partnerships & Stakeholder Management
- Build and nurture strategic relationships with media publishers, technology partners, and platforms to secure first-mover access, competitive rates, and innovative program opportunities.
- Partner with cross-functional teams-including Marketing, IT, Product, and external agencies-to drive seamless execution and alignment.
- Brief and guide agency partners, media publishers, and network partners to develop effective, high-impact media plans.
- Manage multiple stakeholders across local and regional teams, ensuring clear communication and coordination.
Innovation & Center of Excellence
- Champion media and digital innovation for the region, piloting new publishers, partners, technologies, and formats.
- Lead the Media/Digital Center of Excellence to support local marketing teams with best practices, training, guidance, and deployment of global tools and strategies.
- Collaborate with Marketing, IT, and Product teams on the development and implementation of marketing technology tools.
- Drive a test-and-learn culture, continuously evolving Visa's go-to-market approach through optimization and innovation across the media ecosystem.
Visa requires at least 3 days in office, expectations of these days will be confirmed by your Hiring Manager.
QualificationsBasic Qualifications:
- 8 or more years of relevant work experience with a Bachelor's Degree or at least 5 years of experience with an Advanced Degree (e.g. Masters, MBA, JD, MD) or 2 years of work experience with a PhD
Preferred Qualifications:
- 9 or more years of relevant work experience with a Bachelor Degree or 7 or more relevant years of experience with an Advanced Degree (e.g. Masters, MBA, JD, MD) or 3 or more years of experience with a PhD
- 10 or more years of relevant work experience with a Bachelor's Degree or at least 6 years of experience with an Advanced Degree (e.g. Masters, MBA, JD, MD) or 3 years of work experience with a PhD
- 8+ years of marketing, agency, media, or digital experience with demonstrated progression in responsibility
- 6+ years of experience leading integrated digital campaigns at a digital agency or in a highly digital, consumer-centric company
- Experience in the credit card, payments, or banking industry is a plus
- Media Planning & Buying Expertise
- Demonstrated expertise across the full campaign ecosystem, including:
- Strategic media planning: briefing, media sufficiency modeling, budget allocation, and channel mix optimization
- Traditional media: broadcast TV (OTV), cable, out-of-home (OOH), and print
- Digital media: programmatic buying (DSPs, PMPs), display, video, native, and audio
- Paid social: Meta, TikTok, YouTube, X (Twitter), LinkedIn
- Paid search & SEO strategy
- Publisher and platform negotiations, deal structuring, and rate optimization
- Media Technology & Platforms
- Strong knowledge of and comfort leading conversations around:
- Ad serving platforms, campaign trafficking and tracking.
- DMPs (Data Management Platforms) and CDPs (Customer Data Platforms)
- Ad quality, verification, and brand safety tools
- Dynamic Creative Optimization (DCO)
- Marketing automation and CRM integration
- Emerging & Modern Media Skills - (a strong plus)
- Retail media & transactional media networks: Experience planning and activating within retailer and commerce media ecosystems
- Cookieless measurement: Familiarity with privacy-first attribution, modeled conversions, and post-cookie identity solutions
- AI-driven media planning & optimization: Experience leveraging AI/ML tools for audience targeting, bidding strategies, and creative optimization
- Data clean rooms & first-party data management: Understanding of privacy-compliant data collaboration environments and first-party data strategy
- Strategic & Leadership Competencies
- Deep understanding of how media impacts the consumer decision journey (awareness consideration conversion advocacy)
- Strong performance marketing mindset with full-funnel execution experience
- Ability to define KPIs, analyze campaign performance, and translate insights into actionable optimization strategies
- Excellent communication skills with the ability to influence at all levels of the organization-locally, regionally, and globally-as well as with agencies and partners
- Strong collaboration skills with the ability to pivot seamlessly between strategy, creative, and internal marketing teams
- Flexible, positive, and resilient professional with demonstrated adaptability, professional maturity, and ability to lead through influence
- Entrepreneurial mindset: hands-on, self-directed, and comfortable operating in ambiguity
- Languages:
- Fluency in Spanish and English (written and verbal) required
U.S. Applicants OnlyThe estimated salary range for this position is $130.600,00 to $ 209.300,00 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.
