Andean Marketing Consumer Director

Job description

About Us Visa is a world leader in payments technology, facilitating transactions between consumers, merchants, financial institutions and government entities across more than 200 countries and territories, dedicated to uplifting everyone, everywhere by being the best way to pay and be paid. At Visa, you'll have the opportunity to create impact at scale — tackling meaningful challenges, growing your skills and seeing your contributions impact lives around the world. Join Visa and do work that matters – to you, to your community, and to the world. Progress starts with you. Job Description Come join Visa to be the steward of one of the leading Brands in the world. The Andean Marketing Consumer Director is responsible for defining, leading, and executing the end-to-end Core Marketing strategy across the Andean Region (Colombia, Ecuador, Peru, and Venezuela), with the objective of driving business growth, brand preference, and Visa usage among consumers, in alignment with global and regional priorities. This role acts as the strategic integrator across brand, business, audiences, and partners, ensuring consistent, relevant, and measurable marketing execution across markets, combining creative excellence, analytical rigor, and strong commercial impact. Responsibilities: Leads Core Marketing strategy for Colombia, Ecuador, Peru, and Venezuela, ensuring regional consistency with local market relevance, and maximizing the impact of marketing investments through a B2B2C, data-driven, consumer-centric approach. Strategy & Growth Define and lead the annual Core Marketing strategy for the Andean Region, aligned with business objectives, brand equity goals, and revenue growth priorities. Translate global and regional strategies into clear, actionable local plans tailored to each market. Develop differentiated value propositions for Affluent, Mass, Gen Z, Gen Alpha, SMBs, and Mainstream segments, grounded in consumer insights and performance learnings. Brand & Consumer Experience Act as brand steward for Visa across the region, ensuring consistency, cultural relevance, and adherence to global brand standards. Lead the development of fully integrated campaigns (ATL, digital, social, partnerships), optimizing the end-to-end consumer journey. Lead the Andean Social Media strategy to elevate Visa’s digital presence and brand positioning—strengthening relevance and engagement across markets by scaling always‑on content and social storytelling that amplifies Visa-led initiatives and drives cross-country synergies. Define and lead a regional sponsorship asset strategy across priority cultural territories (sports, entertainment, gastronomy, gaming), managing a structured portfolio of activation platforms by market and segment to ensure brand consistency, local relevance, and scalable execution—clearly delineating Visa‑led versus client‑led activations to maximize impact and efficiency. Co‑create with issuing banks and merchants a joint activation agenda that transforms sponsorship rights into monetizable, client‑ready experiences—designing modular activation packages (e.g., hospitality, experiential programs, card designs, digital and on‑ground mechanics) that strengthen partnerships, accelerate go‑to‑market execution, and drive incremental revenue and business results. Frame and conduct analyses and research needed to support annual strategic plan and/or marketing plans development. Enable a tightly integrated, symbiotic model between Core Marketing and Marketing Services that converts brand strategy into client‑led activations, accelerating monetization and sustainable revenue growth across the region. Continuously scan and adopt marketing best practices across local, regional, and global markets—drawing insights from payments, fintech, and adjacent industries—to inform strategy, elevate execution, and keep Visa at the forefront of digital and brand innovation. Performance, Data & ROI Own the marketing budget, including planning, investment efficiency, spend control, and ROI tracking. Define and monitor Core Marketing KPIs and OKRs, clearly connecting marketing activity to business and transaction outcomes. Partner closely with Analytics, and Media teams to optimize performance and generate actionable insights. Cross-Functional Leadership Serve as a central connector across Marketing, Sales, Product, Merchant Solutions, Analytics, and regional teams. Work closely with the Marketing hub team regularly on brand and initiative direction, business measurement and financial tracking. Develop and manage Andean Region Digital Marketing Strategy, localizing regional strategy design, selecting strategic consumer journeys relevant to the market, utilizing VMP Segmentation engine to select key segments for activation, aligning program main KPIs and OKRs. Deploying communication best practices, identifies and generates new local learnings, identifying UX /Campaign tech requirements, creating, deploying and optimizing campaigns in partnership with Media Manager, Analytics and Platform Director, owns activation calendar considering analytics inputs and prior campaign learnings and monitor overall campaign performance and correlation results connecting the dots from Visa Transactions, Campaign, Research, Media and Google reports. Identify and unlock growth opportunities with internal stakeholders, clients, and partners. Ensure strong governance, compliance, and adherence to Visa’s key controls and marketing processes. Agencies & Team Leadership Lead and elevate the performance of creative and media agencies, driving strategic thinking and creative excellence. Lead marketing strategy and campaign development, including media plan execution, digital partnership and engagement, and social strategy and execution for the different consumers marketing initiatives for the market. Inspire, develop, and empower the Core Marketing team, fostering a “Go Beyond” culture, accountability, and high performance. Visa requires at least 3 days in office, expectations of these days will be confirmed by your Hiring Manager. Qualifications Basic Qualifications: 10 or more years of work experience with a Bachelor’s Degree or at least 8 years of work experience with an Advanced Degree (e.g. Masters/ MBA/JD/MD) or at least 3 years of work experience with a PhD Preferred Qualifications: 12 or more years of work experience with a Bachelor’s Degree or 8-10 years of experience with an Advanced Degree (e.g. Masters, MBA, JD, MD) or 6+ years of work experience with a PhD 12+ years of brand and digital marketing experience Demonstrated track record of developing marketing strategies based on business objectives and executing marketing programs that delivered measurable business results. Experience managing and motivating external partners, including agencies and clients. Written and verbal communication skills and able to present with impact in English and Spanish. Experience working with financial indicators to measure business performance including ROI and accurately forecasting sources of cost, revenue and risk with an ability to summarize business and financial data in a useful manner for planning and decision making. Demonstrated teamwork and relationship-building skills. Ability to structure and manage complex projects and processes with multiple stakeholders at both senior and junior levels. Advanced planning, organizational and problem-solving skills. Exceptional project management skills and can drive consensus in cross-regional and cross-functional teams. Experience working with Andean Region FinTech’s, digital companies, trade and/or financial institutions is preferred but not a requisite. Visa is an EEO Employer Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, sexual orientation, gender identity, disability or protected veteran status. Visa will also consider for employment qualified applicants with criminal histories in a manner consistent with EEOC guidelines and applicable local law.