Senior Manager, Customer Lifecycle Marketing

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Senior Manager, Customer Lifecycle Marketing

senior · Marketing

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

Visa is searching for a Senior Manager of Customer Lifecycle Marketing for the Europe Marketing Services Team to help us drive client growth through strategic lifecycle marketing solutions that maximize card activation and usage across the portfolio.

As the Marketing Services business continues to rapidly scale and grow in the coming years, this is a critical focus area as we aim to help clients grow their business through increased activation, usage, loyalty, and retention.

This individual will be an expert in developing and executing effective end-to-end lifecycle campaigns, demonstrates strong commercial acumen with the ability to translate client briefs into actionable strategies, and have deep knowledge of CRM and marketing automation platforms that underpin effective omni-channel marketing programmes.

As a key member of the Europe Marketing Services Team, the selected candidate will partner closely with regional and local VCA teams, Sales, Product, Data Science, and local Marketing teams to identify and deliver growth opportunities for our clients.

This person will be responsible for building and evolving our Activation & Usage marketing practice, with a focus on early card activation and full card lifecycle usage strategy.

You will join the regional Marketing Services Hub team, reporting to the Head of Martech Capabilities & Strategy, Europe. You will work closely with local Visa teams and, where required, directly with client marketing leadership teams acting as an extension of their organisation.

Key Responsibilities:

• Design and develop client-specific early card activation and full lifecycle usage strategies, creating roadmaps with integrated marketing touchpoints and automated processes across paid and unpaid channels including CRM (email, mobile push, in-app messaging), SEA, SEM, SEO, SMM, affiliate, content marketing, and social media.
• Work directly with key Issuer and Merchant clients to build relationships, develop and pitch Activation & Usage Marketing services, and lead campaign implementation either directly or in cooperation with local client marketing teams.
• Collaborate closely with regional and local VCA teams to identify clients' growth opportunities in partnership with Sales, Product, Data Science, and local Marketing teams to ensure initiatives deliver optimal business outcomes in a cost-efficient manner.
• Develop robust marketing measurement frameworks for Activation & Usage activities, defining metrics and measuring the impact of initiatives to ensure both customer value and business value are delivered.
• Conduct analysis of all marketing implementation programmes, partnering with clients and VCA to measure revenue impact and develop learnings and best practices.
• Exercise diagnostics of client marketing capabilities, providing marketing strategy consultancy and supporting hands-on execution on selected projects.
• Serve as a subject matter expert in CRM project management, working with central and local key stakeholders to build solutions that drive activation and usage of Visa credentials.
• Own responsibility for CRM know-how, ensuring best-in-class CRM expertise in the payments industry and developing the strategy to evolve capabilities in a fast-paced environment.
• Manage research into industry best practices and innovations, inform functional requirements for Visa Marketing Platform, and coordinate implementation of new features and channels in partnership with clients' CRM teams.
• Organize performance sessions with external and internal stakeholders to improve planning and campaign results, sharing know-how and evangelizing CRM best practices to local, regional, and global stakeholders.
• Drive industrialization of services to improve efficiency in sales and delivery, and manage quarterly capacity planning based on campaign needs across markets.

Visa requires at least 3 days in office, expectations of these days will be confirmed by your Hiring Manager.

Qualifications

• Deep hands-on expertise in omni-channel lifecycle marketing (activation, onboarding, usage, cross-sell, retention, loyalty) and campaign measurement/attribution.
• Track record of success in developing and implementing successful CRM and digital marketing campaigns across multiple channels.
• Prior relevant experience leveraging leading Marketing Technology Platforms (e.g., Salesforce Marketing Cloud, Adobe Experience Cloud, Braze, or similar) to execute world-class lifecycle campaigns end-to-end.
• Strong knowledge of Martech stacks including CDP, ESP, CRM platforms, marketing automation, and analytics tools.
• Demonstrated ability to structure, manage, and coordinate complex cross-enterprise projects with multiple stakeholders across regional and local teams.
• Strong commercial acumen, outcomes-driven, with the ability to use data to prove what is or is not working.
• In-depth understanding of financial services fundamentals; payments, fintech, or broader financial services domain knowledge highly desirable.
• Experience working with both Issuer and Merchant clients, with demonstrated client-facing presence and ability to build trusted advisory relationships.
• Regional sensibilities and empathetic outlook to work well with other markets and cultures around the Europe region.
• Strong grasp of GDPR and European data privacy/consent requirements.
• Excellent written and verbal communication skills, fluency in English required, additional major European language a plus.
• Experience developing playbooks, training programmes, and upskilling cross-functional teams.
• Extremely organized with quick follow-through and a bias towards action.
• Experience working within Visa Marketing Services is preferred, but not required.

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.