Field Marketing Director, Latin America

Job Description

Company Description

As the world's leader in digital payments technology, Visa's mission is to connect the world through the most creative, reliable and secure payment network - enabling individuals, businesses, and economies to thrive. Our advanced global processing network, VisaNet, provides secure and reliable payments around the world, and is capable of handling more than 65,000 transaction messages a second. The company's dedication to innovation drives the rapid growth of connected commerce on any device, and fuels the dream of a cashless future for everyone, everywhere. As the world moves from analog to digital, Visa is applying our brand, products, people, network and scale to reshape the future of commerce.

At Visa, your individuality fits right in. Working here gives you an opportunity to impact the world, invest in your career growth, and be part of an inclusive and diverse workplace. We are a global team of disruptors, trailblazers, innovators and risk-takers who are helping drive economic growth in even the most remote parts of the world, creatively moving the industry forward, and doing meaningful work that brings financial literacy and digital commerce to millions of unbanked and underserved consumers.

You're an Individual. We're the team for you. Together , let's transform the way the world pays.

Job Description

The Latin American e-commerce market is growing fast! Cybersource is looking for a seasoned multi-channel marketing and communications leader to become our next Director of LAC Field Marketing to help us grow along with it. The objective of the role is to inform and influence buying decisions across target audiences and establish deep and long-term relationship across Visa. It supports the Latin America field sales organization for Cybersource, Visa’s e-commerce payments platform, as well as Visa Merchant Sales & Acquiring (MS&A). The Director resides within the global Cybersource field marketing team and partners closely with the cybs marketing centers of excellence the Visa Marketing & Corporate communications teams in LAC to contribute a marketing generated impact on sales revenue. This position leads a small number of direct reports for LAC field marketing (1-2) and holds a leadership position of influence to many stakeholders across a highly matrixed organization.

RESPONSIBILITIES

• Strategizes, plans, and executes marketing campaigns and programs that create successful two-way interactions with prospects and customers for the direct-to-merchant and indirect partner segments.
• Engages proactively to understand sales objectives, annual and quarterly goals across segments, geographic markets, and industry verticals
• Aligns established sales objectives and goals to marketing priorities and creates actionable marketing plans tailored for the LAC region
• Monitors reporting dashboards that tie marketing performance to revenue impact across campaigns, programs and sales plays. Leads reporting sessions for sales and marketing leadership on a regular cadence as appropriate - weekly/monthly/Quarterly Business Reviews (QBRs)
• Creates quarterly learning summaries and action plans (Plans-On-A-Page) that outline how marketing will respond to performance results and is responsible executing them.
• Champions for and supports the adoption of global programs, standards, and content to the LAC region.
• Partners with global sales acceleration organization to identify and create marketing execution plans for dedicated LAC sales plays and regional participation in global sales programs.
• Partners with sales excellence team to support the adoption of the Visa IDDEA sales methodology in region
• Supports the development of content and presentations used in prospect, partner, and customer sales presentations for Cybersource and Visa solutions
• Works closely with sales enablement to ensure the salesforce is aware and educated on marketing and sales support materials such as where to find them and how best use them in sales interactions. Oversees managed MS&A LAC Sales Hub for collateral and content.
• Works with marketing and sales operations and within designated tech stacks to develop target account lists and monitors intent to buy. Incorporates the buyer insights into marketing and sales program plans
• Collaborates with the Sales Development Representatives (SDR) team on how to partner with marketing on inbound and outbound initiatives and contact creation and is responsible for creating and enabling SDR team on campaign toolkits and assets used on SDR prospect outreach via email, telephone, and direct social (i.e., LinkedIn InMail and sales navigator)
• Manages ABM campaigns in support of sales plays and programs in the region including the design and execution of regional paid media for multiple markets and languages, content syndication, e-nurture plans, content strategies and digital buyer journeys
• Manages the regional execution of global email marketing strategy including monthly drip emails, e-nurtures, regional product bulletins and quarterly thought leadership newsletters across prospects, customers, and partners
• Manages local lead routing and actively monitors lead progression and pipeline, assesses areas of low performances, and puts mechanisms in place to accelerate pipeline and drive efficiency with SDRs and account executive teams
• Leads the region in alignment to the established operating mode for Visa’s sales methodology (IDDEA). Manages feedback loops around the impact of marketing enablement activities and materials and drives improvements and efficiencies within the model in ways that work for the LAC region.
• Partners with strategic communications teams across Cybersource and Visa to manage external announcements, trade publication features and articles, sponsorships, regional eminence for local leadership and subject matter experts, content creation and channel execution (e.g., LinkedIn, paid placements)
• Plans and executes the LAC quarterly marketing campaign content strategy. Is responsible for the full completion of regional campaign briefs and related asset briefs. Works directly with creative and translation agencies on the production of new content (video production, written guides, article writing) and ensures all production is managed through the global marketing editorial review committee and brand councils. Leads regionalization of collateral where needed.
• Partners closely with global analyst relations, industry marketing, and corporate strategy teams on the application of market research and surveys for the LAC market and customer base. Oversees creation and regional promotion of related reports and deliverables such as written content, events, and webinars. Functions as a subject matter expert on payment and fraud trends across the LAC market and incorporates trends and research into regional marketing content and sales collateral.
• Partners with the global partner marketing and global partner sales program teams and executes against program plans for how to market to and enable indirect partners (acquirers, resellers, tech partners) within the LAC region and drives local sales field adoption of IDDEA for Acquirers
• Partners with the global product marketing team to manage to the global Cybersource and LAC-specific product roadmaps, creates related collateral and executes local promotion and sales enablement
• Works with the global digital and brand team to actively maintain the Spanish and Portuguese Cybersource.com websites. Guides the creation of regional campaign landing pages and splash/article pages as needed to meet market and language objectives.
• Works with global events teams to facilitate the planning and execution of virtual and in-person events (external and select internal leadership/client audiences) and webinars for the LAC region including webinar platform management, working with third party event hosts and speakers, developing event content and speaker notes, and related training and preparation of speakers and executives.
• Partners with Visa corporate communications on co-marketing campaigns and regional Visa brand awareness
• Oversees the translation and transcreation of all sales and marketing assets and event content for the LAC region into Spanish and Portuguese as needed
• Collaborates with other regional field marketing and product team members to share ideas on programs and content and continuously looks for ways to partner and scale to maximize efficiency and effectiveness
• Manages local marketing budget for Visa MS&A in conjunction with global Cybersource marketing budget
• Manage local service-level agreement (SLA) deliverables

SUCCESS METRICS

• Demand gen metrics - Marketing attribution rates (marketing generated revenue, marketing influenced revenue), content and digital engagement rates, e-mail engagement rates (open rate, click-thru rates, engagement rates), form visit/response ratios
• New logo acquisition - target account list to contact conversion via marketing activities
• Growth within customer base (customer cross-sell)
• Pipeline acceleration impact (e.g., MQLs, MQL/SQL conversion rates, asset engagement rates, pipeline velocity)
• Event metrics and KPIs (e.g., target audience research, registration rates, attendee conversation rates, engagement rates, download rates, lead-gen and conversion rates, influence on campaign effectiveness KPIs)
• Database health - Contact record growth rates, active/inactive contact ratios, contact profiling and accuracies
• Cross-functional team Service Level Agreement (SLA) adherence
• Marketing, sales, and legal governance adherence
• Exhibition of all Visa leadership principles

Qualifications

QUALIFICATIONS
• 10-12 years of work experience with a bachelor’s degree or at least 8 years of work experience with an Advanced degree (MBA or other categorically relevant master’s degree)
• Minimum 8 years in marketing with experience working directly with sales organization
• Experience working in a B2B payments and/or technology organization with enterprise-size customer base
• Experience working in a field capacity for a global organization and/or working across centers of excellence within marketing and sales functions in a highly matrixed organization
• Ability to tie quantitative and qualitative results to established plans and business performance goals via both rear and forward-looking views
• Highly fluent in English, Spanish and Portuguese
• Experience working with email marketing software such as Oracle Eloqua or similar
• Strong writing and creative storytelling skills
• Highly proficient in all elements of Microsoft office, especially PowerPoint, Excel, Word
• Highly proficient in cloud-based collaboration tools such as SharePoint and ideally Microsoft Teams or similar
• Proficient in utilizing cloud-based CRM and reporting systems such as Salesforce (SFDC), Microsoft Dynamics, HubSpot or Datorama
ADDITIONAL CONSIDERATIONS
• This position is assigned to the Miami, FL office location and is required to adhere to Visa’s hybrid remote work policy pending COVID return to work protocol. Sao Paolo, BR location will also be considered.
• Candidate must have a dedicated distraction-free workspace for work conducted remotely with reliable connectivity
• Pending COVID company travel policy, this position may require travel for work up to 15% of the time (domestic and/or international)
• Candidate must be willing to work flexible hours that enable collaboration with team members across various US and global time zones as needed

Additional Information

Visa has adopted a COVID-19 vaccination policy to safeguard the health and well-being of our employees and visitors. As a condition of employment, all employees based in the U.S. are required to be fully vaccinated for COVID-19, unless a reasonable accommodation is approved or as otherwise required by law.

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.

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