Senior Manager, Marketing Strategy (International Travel)

About this role

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

The Senior Manager of Marketing Strategy, International Travel is responsible for developing insight-led marketing strategies that drive cross-border payment volume growth and build Visa relevance, preference, and usage among international travelers.

This role requires a strong background in brand strategy, brand planning, consumer insights, and campaign development, with a deep understanding of international travel, traveler behavior, and cross-border commerce. The ideal candidate can translate complex inputs — including consumer research, cultural trends, travel behaviors, market dynamics, competitive activity, and payments economics — into clear, actionable strategies, creative briefs, messaging frameworks, and global-to-regional activation plans.

Success in this role depends on strong cross-functional partnership with the Cross-Border Business Unit, regional marketing partners, Corporate Strategy, Insights & Analytics, Global Brand Creative Studio, creative agencies, media partners, and sponsorship teams. This person will influence marketing planning, investment prioritization, campaign development, and execution across priority travel corridors and markets.

Importantly, this role serves as a core contributor to the Cross-Border Marketing Center of Excellence, helping drive thought leadership, strategic rigor, best-practice sharing, and market enablement across Visa’s priority international travel initiatives.

The position reports to the Senior Director, Travel Experiences and will be based in Visa’s San Francisco office.

This is a hybrid position. Visa requires at least 3 days in office; specific expectations will be confirmed by the hiring manager.

Essential Functions • Manage and execute the marketing strategy for international travel • Lead the development of marketing strategies for priority international travel corridors aligned to Visa’s cross-border growth objectives. • Translate consumer insights, travel trends, market dynamics, and business priorities into clear strategic frameworks, creative briefs, campaign platforms, and activation guidance. • Partners with regional marketing leads to optimizing and evolving corridor-level strategies in response to business priorities, competitive dynamics, macroeconomic shifts, and changing traveler behavior. • Refine traveler journey stages, trip motivations, audience segments, and consumer spending behaviors as new research, data, and market learnings are developed. • Develop marketing strategies for both sending and receiving markets, ensuring coordinated planning and execution across regions while reducing unnecessary region-to-region complexity. • In collaboration with the Global Brand Creative Studio, support strategy development for global cross-border campaigns that are centrally led, studio built and regionally executed. • Influence annual operating plans to ensure cross-border travel initiatives are appropriately prioritized, funded, and integrated into regional and global marketing plans. • Support budget planning and management for global marketing workstreams related to international travel and cross-border initiatives. • Brief and shape cross-border executions within major sponsorship platforms, including FIFA, the Olympics, and Formula 1, to drive stronger business outcomes beyond the sponsorship moment and across the full travel experience. • Act as the cross-border travel subject matter expert and enable markets to deliver effectively and efficiently • Serve as a subject matter expert on international travel marketing, traveler behavior, cross-border commerce, and payments usage across priority markets. • Build and advance cross-border thought leadership through consumer research, market intelligence, competitive analysis, industry trend monitoring, and travel behavior insights. • Translate research and market intelligence into best practices, strategic recommendations, campaign guidance, and market enablement tools that improve marketing effectiveness. • Evaluate and develop global channel strategies, including airport, destination, sponsorship, experiential, digital, and Visa-owned channels, to improve engagement with international travelers. • Assess regionally led sponsorships, partnerships, and market opportunities to identify more effective strategies for reaching non-host and sending-market travelers. • Develop marketing strategies for Visa-owned properties and experiences, including Visa Live, to increase relevance, preference, and usage among international travelers. • Develop and implement a global messaging framework that enables regions to activate consistent, compliant, and high-impact brand and product claims across priority corridors. • Lead global-to-regional enablement and change management through regular regional share-outs, planning forums, toolkits, playbooks, and operating model improvements. • Partner with Regions and Insights & Analytics to define measurement frameworks, learning agendas, and optimization plans for travel initiatives. • Ensure campaign learnings and performance insights inform current optimization, future strategy development, and annual planning. • Support innovation pilots in partnership with the Cross-Border Business Unit, Regions, partners, and clients to drive new growth and acquisition opportunities for Visa. • Drive innovation sprints using emerging platforms, AI-enabled tools, p

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