Europe Activation & Usage Ideation and Content Marketing Manager

What’s it all about?

You will lead Marketing Services Content strategy and delivery of a critically important priority for Visa in Europe: Increasing Activation & Usage of Visa payment credentials across the region.

Business context:

Visa continues to steadily increase number of payment credentials issued across Europe, including traditional plastic cards, virtual and digital cards and payment tokens. Our priority is to ensure all of Visa credentials are being regularly used by customers to conduct payment transactions. This is a business-wide imperative, with Marketing partnering closely with other functions like Visa Consulting & Analytics (VCA), Product and Sales, to ensure Visa works together with our clients (banks, FinTech’s and retailers) to drive consumer behaviour and preference for Visa payments.

Responsibilities:

This role combines expertise and capabilities build up and hands-on co-marketing campaign delivery responsibilities. You will lead development, promotion and delivery of scalable and repeatable marketing services and solutions that satisfy common client needs. The Ideation & Content Marketing Manager role is primarily to develop repeatable services (solutions), manage all relevant content around these client services to support Marketing Services A&U Europe goals more broadly across the region. The success of this position will be evaluated by combination of measurable increase in Activation and Usage metrics on Visa payment portfolios and direct revenue generation (take up of Marketing Activation & Usage services by Clients).

This role will be part of regional Marketing Services team, reporting directly into the Europe Marketing Director, Activation & Usage and working in close partnership with Visa Consulting & Analytics (VCA) team. As Ideation and Content Marketing Manager, Activation and Usage for Europe, you will work directly with selected Client banks and indirectly influence broader client, sales and marketing services teams across region.

What we expect of you, day to day:

Content Marketing and A&U Marketing Services Solutioning:

You will work closely with regional and local Client Marketing and VCA teams to identify clients’ growth opportunities in collaboration with Sales, Product & Data Science to ensure that those initiatives are bringing best business outcome in most cost-efficient way.
You will work with the local Client Marketing teams, VCA Consultants and Data Science teams to develop marketing solutions for client specific A&U growth opportunities with focus on creative and cost-efficient use of Visa Sponsorship and Brand assets by developing proposals that would combine both client and Visa corporate identities and brand guidelines and deliver on identified business objectives:
- Help to identify relevant global and local Visa content assets for client adaptation, coordinating customization activities to drive highly effective campaigns.
- Explore external co-creation opportunities with Inferences, Creators and podcasts hosts for producing educational and promotional campaigns to drive Activation & Usage of clients’ portfolios campaigns
- Create customization brief, produce fit-for-purpose assets by Visa lead agencies or local suppliers for CRM, social, and key digital formats.
You will work directly with key clients (banks, FinTech’s and retailers), building relationships, developing, and pitching Activation & Usage Marketing services and leading campaign implementation directly with clients or in cooperation with local client marketing team.
In partnership with local Client Marketing teams, you will directly lead sale and delivery of Marketing Service offerings to selected clients
You will be responsible for developing robust marketing measurement framework for your Activation & Usage activities, conducting analysis of all marketing implementation programs, partnering with client and VCA to measure revenue impact and develop learnings and best practices.
You will organize performance sessions with external and internal stakeholders to improve planning and campaign results.
You will manage capacity planning quarterly, based on campaign needs of the markets.

Service offerings & Solutions Industrialisation, Knowledge Management

You will work with stakeholders across the business to identify common client needs which we can scale up and industrialise.
You will lead the assessment of marketing solutions and offering from European clusters and other regions against most common client needs and develop recommendations on whether to build, adopt or adapt.
You will share A&U (Marketing Services) know-how and expertise with internal stakeholders, drive industrialisation of A&U services to improve efficiency in sales and delivery, share industry news, and evangelize best Marketing Service practices to local, regional, and global stakeholders:
- Lead the development of client centric solution sales collaterals and guidelines for internal and external use
- Build and maintain the share point structure for A&U Marketing Services and ensure accurate A&U content repository (incl. inventory and marketing collaterals) to empower central A&U and local marketing teams to scale project delivery and keep stakeholders informed.
- Manage A&U Marketing Services content updates to enable learning on Visa’s global knowledge sharing platforms.
You will support the development of business case for investment in building or adapting Marketing solutions and offerings taking into account services available from other part of Visa (so as not to duplicate).
You will support broader Marketing Services Communications Plan with the provisioning of content from across the region to be used in internal and external communication channels to enlarge Marketing Services Europe public footprint in thought leadership (events, industry publications, A&U website and internal knowledge sharing platforms and channels etc.).

Qualifications

What we're after…

Familiar with building and implementing a holistic growth marketing strategy - product-led growth, lead management and sales funnel management.
Proved success on how content marketing can be used as differentiator and drive usage & engagement; experience in defining and deploying full consumer lifecycle management strategies and loyalty programs is an advantage.
Outstanding presentation skills and storytelling (written, verbal and visual), ideally have work that won creative awards or publications
Hands-on experience of building growth infrastructures in the past, structuring and evaluating them with the help of analysis tools that delivered measurables results
Impact-driven approach supported by data-informed decision making. Proven track record of developing sound marketing strategies and managing innovative multi-channel campaigns that exceed target goals, experience of working with Sponsorship assets is an advantage
Excellent interpersonal and communication skills, with the ability to appropriately challenge clients and collaborate with teams across borders and time zones
Proven ability to deliver measurable results in high pressure situations and a fast-paced and matrixed environment
Ability to translate complex business scenarios into specific actions
Experience in payment portfolio management (eg. Portfolio Management, Marketing, Proposition Development) is an advantage
Excellent spoken and written command of English, one other major European language is an advantage
Willingness to travel and work onsite with clients if needed