Visa is a world leader in digital payments, facilitating more than 215 billion payments transactions between consumers, merchants, financial institutions and government entities across more than 200 countries and territories each year. Our mission is to connect the world through the most innovative, convenient, reliable and secure payments network, enabling individuals, businesses and economies to thrive.

When you join Visa, you join a culture of purpose and belonging – where your growth is priority, your identity is embraced, and the work you do matters. We believe that economies that include everyone everywhere, uplift everyone everywhere. Your work will have a direct impact on billions of people around the world – helping unlock financial access to enable the future of money movement.

Join Visa: A Network Working for Everyone.

Job Description

What the role is.

As part of a strategic shift for Visa’s global marketing, the new Global Content Strategy, Development & Distribution team was created to develop an always-on social capability to reinvigorate Visa’s presence on social platforms and further innovate and guide how Visa engages with key communities.

This role is to be the Data, Analytics, Research and Insights lead for this newly created team. You will be part of a senior global team in charge of developing Visa’s social measurement strategy, including better ways to target segments/cohorts, and do live optimization. Also, this role should define the signaling process that will allow to “find right” for ideas that can travel further because they are “bubbling up” in the conversation.

While the focus and day-to-day activities will be all dedicated to the Content Development and Distribution team, this role has a dual report that goes dotted to the leader of this team, and solid to the VP of Insights & Analytics Marketing Analytics. This to ensure the proper career progression, mastery on the marketing analytics area, as well as connection to other data, analytics, research, and insights specialty areas.

This role will lead the relationship with the social data measurement experts that are working with Visa at the agency side, and sometime also at the social channel. This partnership should lead to architect new uses of data and measurement to increase engagement.

As part of the key deliverables, it is important to define the learnings and guidelines on how to make content for all Visa’s social platforms that is highly shareable and engaging, and those guidelines should also serve to define a consistent approach to content creation with internal and external partners that supports brand and business objectives.

To succeed in this position, it is critical to be both an analytics expert as well as a social media expert. This on top of having great business acumen. The role needs to communicate actionable insights using data, often for a non-technical audience, and for this it requires being “multilingual” and comfortable in the business domain, the media expertise, and the analytics technical mastery. In many ways, it is to serve as a critical “translation layer” in solving business problems and realizing growth opportunities.

Also importantly, this role is part of a central team that should work as servant leader and be an outstanding collaborator to help enable this at the local level. Most if not all activations are done locally, so the placement and measurement should flow up with great collaboration between global/regional/local content and analytics teams.

Finally, the successful candidate must be a self-starter, curious and creative in their thinking, have an expert level of knowledge of market research, analysis, and insight generation. This is because this role will lead the way on the learning on execution experimentation, which can be setup in many interesting ways, including the use of our internal first party VisaNet data.

All in all, this role is to create new social-first learning on execution targeting and measurement capabilities at Visa, to enable marketing to be more creative, nimble, and to better engage with different communities and audiences.

Essential Functions (Required):

What you will do.

• Lead the measurement framework that will support the year-round content engine & calendar. This will include multiple initiatives and brand storytelling through social & creator-led content with a mix of internal, platform, and campaign specific content.

• Lead the experimentation engine for Visa. In-market learning on execution experiments with clear agreements on expansion criteria. Recommend experiment design, bring the right experts to the table, ensuring the Data Science supporting team and/or analytical shop is properly guided, and ensure an actionable outcome as well as the best possible leverage of Visa’s suite of behavioral and data analytics resources.

• Define the right strategic audience for the socially led initiatives and work with all the available resources to create appealing sub-cohort groups that are part of this broad positioning. This to allow creating more impactful and relevant messaging. Harmonize the learnings between all different ways to create and actionate toward a specific cohort to make sure learnings travel across agencies and initiatives.

• Partner with other Marketing analytics areas to better allocate resources and to define experiments between the different platforms and channels.

• Partner with the Marketing data practice team to have the tech platforms available to drive the analytics and understanding.

• Define the value of driving creators as brand ambassadors for Visa as a complement to our content approach.

• Develop new data & analytics agency partners to ensure Visa’s has a constant content and community presence across channels and platforms.

• Demonstrate the courage to advocate for testing innovative new approaches even when challenged by legacy ways of working. Demonstrate exemplary research expertise and innovation, including recommending alternative data sources and methods where appropriate

• Inspire and guide holistic and integrated channel strategies, with deep knowledge on the testing tools per channel, and how they will build up as part of the overall learning plan.

• Execute social content connected to global campaigns, including real-time sponsorship activation during and at events like Olympics, FIFA World cup, NFL, etc.

• Feed learnings into the insights engine to activate timely cultural and social trends in-line with the brands objectives. Drive social innovation to inspire new ideas among the marketing team.

• Help lead Visa’s entry into emerging social channels, moving at the speed of social. This while feeding  the learning into the cycle while synthesizing findings and recommendations.

This is a hybrid position. Hybrid employees can alternate time between both remote and office. Employees in hybrid roles are expected to work from the office 2-3 set days a week (determined by leadership/site), with a general guidepost of being in the office 50% or more of the time based on business needs.

Basic 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
• You have demonstrated track record, and experience managing insights and analytical functions that had responsibilities over paid, earned and owned media
• Deep expertise in media analytics roles on the agency, social channels, listening and/or brand side managing digital and social targeting and measurement
• Must have strong leadership experience with a desire to mentor and grow teams.
• Highly proficient in the application of channel specific tools for targeting (e.g. Meta A/B testing, etc.) as well as brand lift offerings. Need proficiency in different channels analytical tools, including Tik Tok, Instagram, Facebook, Google, Twitter, LinkedIn, among few others .

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
• Preference for degree in marketing, market research, psychology, sociology, anthropology, and/or in a quantitative field like Economics/Econometrics, Statistics, Operations Research, Computer Science, or Engineering.
• Experience driving the learning and measurement plan integrated to amplify and learn from marketing campaigns, particularly in the digital space and channels.
• Demonstrated success using research to drive insights and strategic implications that lead to business decisions. Demonstrated ability to communicate technically-complex topics in a simple understandable way and be able to influence decisions.
• You are an influential and seasoned creative leader with experience engaging and collaborating across complex global teams and local markets to deliver best-in-class content.
• Bring fresh creative ideas to increase engagement in established and emerging social platforms
• You have a bias for action, not bureaucracy, and are able to act nimbly and quickly while rallying cross-functional teams and senior execs behind a shared vision.
• Demonstrated ability on business analytics “soft-skills”, including: business intuition, analytical/critical thinking (e.g., find analytical solutions to abstract business issues, and inquisitiveness (e.g., Look beyond the surface to discover solutions within the data).
• Ability to transition easily from a technical research perspective to practical business considerations. Ability to influence teams and business to get to tangible results.
• You have a proven ability to drive results with a high degree of personal initiative and leadership in a fast-paced, dynamic environment with limited resources.
• A thought-leader, change agent, and champion of developing new ways of working.

Work Hours: Varies upon the needs of the department.

Travel Requirements: This position requires travel 5-10% of the time.

Mental/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.

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.

Visa will consider for employment qualified applicants with criminal histories in a manner consistent with applicable local law, including the requirements of Article 49 of the San Francisco Police Code.

U.S. APPLICANTS ONLY: The estimated salary range for a new hire into this position is 163,500.00 to 212,500.00 USD, 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.