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
Purpose:
Lead the definition, evolution, and commercialization of Visa's Customer Value Proposition strategy across North Africa, Levant, and Pakistan, ensuring Visa products remain differentiated, relevant, and commercially impactful for issuers, cardholders, and ecosystem partners. The role owns the strategic direction of benefits, premium experiences, loyalty, and partnership ecosystems that drive portfolio growth, acquisition, engagement, retention, and top-of-wallet outcomes. This scope aligns with the CVP organization's mandate to define CVP strategy, partnerships, benefits, and market differentiation.
Key Responsibilities:
Shape Regional CVP Strategy:
- Define the long-term vision and roadmap for customer value propositions across consumer, affluent, premium, and emerging segments.
- Establish strategic priorities that strengthen Visa's competitive positioning and support regional growth objectives.
- Identify emerging customer needs, lifestyle trends, digital behaviors, and market disruptions to inform future proposition development.
- Serve as the regional thought leader on portfolio differentiation and customer engagement strategies.
Own Portfolio Differentiation & Premiumization:
- Drive the evolution of Visa's premium and affluent value propositions to increase acquisition, activation, retention, and spend.
- Establish strategic frameworks for benefits, experiences, rewards, lifestyle services, and loyalty constructs across markets.
- Assess portfolio performance and continuously optimize CVPs to maximize customer relevance and issuer value.
Lead Ecosystem & Partnership Strategy:
- Develop and govern Visa's regional benefits and partnership ecosystem.
- Establish strategic relationships with key regional and global partners across travel, entertainment, hospitality, digital commerce, fintech, and lifestyle sectors.
- Negotiate and influence ecosystem partnerships that create unique differentiation for Visa clients and cardholders.
- Identify new partnership models that enhance value while improving economics and scalability.
Drive Commercial Impact & Growth:
- Own the commercial strategy underlying CVP investments and benefit programs.
- Ensure CVP initiatives contribute to portfolio growth, spend acceleration, cardholder engagement, premium revenue expansion, and market share gains.
- Define success metrics, ROI frameworks, and value realization models for major proposition investments.
- Partner with market teams to translate proposition strategy into measurable business outcomes.
Influence Product & Innovation Roadmaps:
- Shape future product designs by embedding customer-centric value propositions into Visa's product strategy.
- Partner with Product, Digital Solutions, Commercialization, Marketing, and Innovation teams to bring differentiated experiences to market.
- Promote the adoption of digital capabilities and scalable platforms that enhance proposition delivery and customer experience.
Executive Stakeholder Leadership:
- Act as the regional authority and trusted advisor on customer value proposition strategy.
- Influence senior client executives, regional leadership, and global product stakeholders on proposition decisions and investments.
- Represent the region in global forums and advocate for regional requirements within Visa's broader product and benefits agenda.
- Build alignment across business functions to accelerate execution of strategic priorities.
Governance, Risk & Investment Oversight:
- Govern regional CVP investments, partnership frameworks, and proposition standards.
- Ensure programs are financially sustainable, compliant, operationally robust, and aligned with Visa policies.
- Establish decision-making frameworks for prioritizing investments, partnerships, and innovation opportunities.
- Provide executive oversight of performance, risk management, and long-term value creation.
Visa requires at least 3 days in office, expectations of these days will be confirmed by your Hiring Manager.
Qualifications
Experience & Industry Expertise:
- 15+ years of progressive experience in product management, portfolio strategy, customer value proposition development, loyalty, payments, financial services, fintech, consulting, or consumer marketing.
- Demonstrated leadership experience developing and commercializing customer value propositions, loyalty ecosystems, premium experiences, rewards programs, or customer engagement strategies at regional or global scale.
- Strong understanding of consumer behavior, affluent and premium customer segments, portfolio economics, and emerging market trends.
- Deep knowledge of the payments ecosystem, including issuers, networks, fintechs, digital platforms, and strategic partners.
- Proven track record of driving commercial growth through product differentiation, portfolio optimization, customer engagement, and strategic partnerships.
Strategic & Commercial Acumen:
- Exceptional ability to translate market insights, customer needs, and industry trends into winning business strategies.
- Strong commercial mindset with experience developing business cases, investment frameworks, pricing strategies, and ROI models.
- Demonstrated success managing large-scale strategic initiatives with measurable impact on revenue, market share, customer acquisition, engagement, or retention.
- Experience balancing long-term strategic priorities with short-term business objectives and market opportunities.
- Strong analytical capabilities with the ability to synthesize complex market, customer, and financial data into actionable strategic recommendations.
Leadership & Influence:
- Proven ability to lead through influence in highly matrixed multinational organizations.
- Strong executive presence with the ability to engage and influence C-suite stakeholders both internally and externally.
- Experience leading cross-functional teams across Product, Marketing, Sales, Finance, Analytics, Technology, Legal, and Operations.
- Demonstrated ability to align diverse stakeholders around common strategic objectives and drive execution at scale.
- Passion for mentoring, developing, and building high-performing teams.
Partnership & Ecosystem Development:
- Significant experience developing and managing strategic partnerships across travel, hospitality, entertainment, lifestyle, digital commerce, fintech, or related industries.
- Proven negotiation skills with the ability to establish commercially attractive and strategically valuable partnerships.
- Experience creating ecosystem strategies that enhance customer value while delivering sustainable business outcomes.
Innovation & Customer-Centricity:
- Deep understanding of customer experience design and proposition development methodologies.
- Strong customer-centric mindset with a passion for identifying unmet needs and creating differentiated solutions.
- Demonstrated ability to identify emerging trends and translate innovation into scalable business opportunities.
- Experience leveraging digital platforms, data, analytics, and technology to enhance customer engagement and proposition delivery.
Core Competencies:
- Strategic Thinking
- Commercial Leadership
- Customer-Centric Innovation
- Executive Stakeholder Management
- Business Transformation
- Partnership Development
- Portfolio Management
- Financial Acumen
- Market Insight & Competitive Analysis
- Influence Without Authority
- Decision Making Under Ambiguity
- Change Leadership
Education:
- Bachelor's degree in business, Marketing, Economics, Finance, Engineering, or a related discipline.
- MBA or equivalent advanced degree preferred.
- Relevant certifications in strategy, product management, marketing, or innovation are advantageous.
Ideal Candidate Profile:
The ideal candidate combines the strategic mindset of a management consultant, the commercial acumen of a portfolio leader, the customer obsession of a marketer, and the ecosystem-building capabilities of a business development executive. They are equally comfortable defining a five-year proposition strategy, presenting to senior executives, negotiating partnerships, and influencing global product roadmaps. Above all, they possess the vision and leadership required to make Visa's value propositions a source of sustainable competitive advantage and market growth.
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.