Sr. Marketing Manager, Brand Portfolio & Acquisition Mgmt

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

We are looking for a highly strategic, organized, and collaborative Sr. Marketing Manager, Brand Portfolio & Architecture to help shape and simplify our growing brand and product ecosystem.

In this role, you will support the strategy and execution required to integrate acquired companies, retire legacy brands, clarify product and solution architecture, and create a more cohesive experience for customers, partners, employees, and the market.

This is a hands-on role for someone who can move comfortably between strategic thinking and tactical execution—developing frameworks, aligning stakeholders, managing workplans, and ensuring decisions show up clearly across channels and materials. Like all roles, this position requires digital fluency, including the ability to work with emerging technologies such as Generative AI tools, including ChatGPT and Microsoft Copilot, to support everyday work.

Key Responsibilities: Brand Portfolio & Architecture: • Support the development and management of the company’s brand portfolio architecture, including the relationship between the master brand, acquired brands, legacy brands, product brands, solution names, partner offerings, and internal naming systems. • Create frameworks for when to retain, endorse, migrate, consolidate, rename, or retire brands. • Map the current-state brand and product portfolio to identify overlap, complexity, inconsistency, or customer confusion. • Partner with Marketing and Product leaders to define future-state brand architecture recommendations and translate them into guidelines, tools, and decision criteria. • Monitor usage of legacy brands, outdated names, and inconsistent portfolio references across key channels and materials.

Acquisition & Legacy Brand Integration: • Support brand and marketing integration planning for acquisitions, including assessment of brand equity, customer awareness, digital footprint, sales impact, customer risk, and operational complexity. • Develop brand migration plans with recommended timing, messaging, milestones, risks, dependencies, and implementation needs. • Coordinate execution across web, creative, content, product marketing, communications, sales enablement, legal, customer marketing, and customer success. • Support the retirement or transition of legacy brands in a way that minimizes confusion and protects customer trust. • Maintain integration trackers, decision logs, stakeholder maps, timelines, and implementation plans.

Product & Solution Architecture: • Partner with Product and Product Marketing to clarify how products, platforms, suites, modules, bundles, tiers, services, and solutions fit within the broader brand architecture. • Develop product naming principles, decision criteria, hierarchy maps, messaging frameworks, and launch guidance for new and existing offerings. • Identify opportunities to simplify product names, descriptors, taxonomies, and customer-facing portfolio language. • Ensure product and solution architecture supports customer understanding, sales conversations, marketing campaigns, and future portfolio growth.

Integrated Marketing & Go-to-Market Execution: • Translate brand and product architecture decisions into actionable integrated marketing plans, strategic briefs, messaging frameworks, launch plans, FAQs, sales enablement materials, and internal rollout guidance. • Coordinate cross-functional execution across web, content, creative, demand generation, communications, events, sales enablement, customer marketing, product marketing, and agencies. • Ensure consistent application of brand architecture decisions across customer-facing and internal channels. • Support major brand migrations, product launches, repositioning efforts, naming updates, and sunset campaigns.

Brand Governance & Operational Excellence: • Build and maintain governance processes for brand architecture, naming, brand migration, and portfolio decisions. • Create and manage tools such as decision trees, naming guidelines, migration checklists, approval workflows, and brand architecture playbooks. • Facilitate cross-functional working sessions and stakeholder reviews; track open decisions, risks, dependencies, approvals, timelines, and implementation progress. • Partner with teams to update or retire outdated brand references across websites, decks, collateral, campaigns, product interfaces, internal systems, and customer communications. • Create repeatable processes that allow brand and portfolio decisions to scale as the company grows.

Strategic Planning & Insights: • Support recurring portfolio reviews to evaluate the clarity, consistency, and effectiveness of the brand and product ecosystem. • Gather and synthesize inputs from customer research, competitive analysis, sales feedback, business priorities, product roadmaps, and performance data. • Develop executive-ready presentations, strategy documents, recommendations, and roadmaps. • Identify opportunities to reduce complexity, strengthen brand equity, improve customer understanding, and support future acquisitions or product expansion.

What Success Looks Like: • A clearer, more scalable brand and product architecture that reduces complexity and improves customer understanding. • Acquired and legacy brands are integrated, migrated, or retired with thoughtful strategy, strong coordination, and minimal customer confusion. • Product and solution

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