Senior Director, Martech Capabilities

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 Responsibilities: GTM & Martech Strategy: Own, evolve, and continuously re‑evaluate the EU Martech and GTM capabilities roadmap, aligned with global standards while proactively shaping regional priorities based on business objectives, market maturity, and growth opportunities. Translate Sales and GTM priorities across BUs into scalable marketing capabilities that supports our sales process to accelerate pipeline, revenue, and adoption. Serve as a senior thought partner to regional marketing and sales leadership on how technology, data, and AI enable growth. Build and maintain a forward‑looking 2–3 year capability and technology roadmap for Europe, identifying when to scale existing platforms, pilot emerging capabilities, or pursue new strategic partnerships to accelerate GTM effectiveness. Demand Generation, ABM & Lead-to-Revenue Enablement: In this area, the Senior Director sets the strategy, frameworks, and operating models for demand generation and ABM, while enabling B2B and cluster teams to execute effectively within those guardrails. Leading the strategy for audience-centric demand generation and ABM capabilities across business units and clusters. Support the GTM strategy governing Target Account List TAL management across B2B and priority growth motions, including account selection criteria, tiering, refresh cadences, and alignment with sales and digital sales. Establish best‑practice lead management, buying group targeting, handoff SLAs, and conversion optimization across inbound and outbound motions. Ensure consistent, measurable impact on pipeline through standardized frameworks, playbooks, and reporting. Martech Stack, Data & AI Adoption: Own regional stewardship of the Martech stack e.g., marketing automation, CRM integrations, CDP, intent data, ABM platforms, media and analytics tools. Drive adoption of AI-powered marketing use cases, including nurturing, audience insights, media optimization, and performance reporting. Define and scale AI‑powered marketing capabilities e.g. audience discovery, TAL enrichment, orchestration, insights generation, ensuring clear ownership between capability building and execution. Design agent‑based and AI‑enabled workflows that accelerate marketing operations, while leaving optimization and day‑to‑day usage with B2B and B2C marketing owners. Partner with global and regional counterparts to pilot, localize, and scale new Martech and AI capabilities in Europe. Media, Measurement & Performance Enablement: Act as a strategic enabler and architect of media, measurement, and performance capabilities thru our Martech Stack. Define standards, data frameworks, and AI‑enabled measurement models that enable customer‑centric media planning and optimization across paid, owned, and earned channels. Partner with customer segment owners and agencies to enable consistent activation and reporting, without owning day‑to‑day media execution. Strengthen first‑party data and performance intelligence to reduce over‑reliance on agency‑only insights and increase transparency for leadership. Operating Model, Governance & Ways of Working: Provide strategic direction for operating models and governance that enable consistent, scalable GTM and Martech execution across Europe while preserving local market flexibility. Evaluate European business objectives and translate them into clear operating models, decision rights, and ways of working across global, regional, and cluster teams. Shape and maintain a forward‑looking 2–3 year regional Martech and AI roadmap, in partnership with global platform owners, influencing prioritization and adoption rather than owning execution. Proactively assess strategic technology and AI partners, pilots, and emerging capabilities that can accelerate GTM effectiveness and inform future stack evolution. Support the governance and evolution of Visa.com and shared digital platforms, ensuring B2B audience needs are represented within broader consumer‑led ecosystems. Establish governance frameworks covering platform usage, data privacy, security, and compliance, in close collaboration with Technology, Legal, and Privacy teams. Act as a connector across teams to resolve operating‑model friction, improve alignment, and ensure strategy, platforms, and execution reinforce one another. This is a hybrid position. Expectation of days in office will be confirmed by your hiring manager. Qualifications Experience & Background: Experience across marketing technology, marketing operations, digital marketing, or go‑to‑market enablement roles within complex, matrixed organizations. Proven experience shaping and scaling marketing or GTM capabilities, translating business objectives into platforms, operating models, and ways of working. Experience operating across multiple audience types and growth motions (e.g. B2B, B2B2C, or consumer‑adjacent), with the ability to design shared capabilities that serve diverse needs. Demonstrated ability to partner effectively with marketing, sales, digital sales, technology, and data teams to deliver measurable commercial impact. Track record of influencing senior stakeholders and driving progress without direct authority. Martech & Data Expertise: Strong, hands‑on understanding of marketing automation, CRM ecosystems, data integrations, analytics, and media technology, with an emphasis on platform adoption and value realization. Experience evolving and rationalizing Martech stacks, including piloting new capabilities and scaling successful solutions. Practical experience applying AI, automation, or advanced analytics to improve marketing effectiveness, decision‑making, or operational efficiency. Comfort acting as a translator between business needs and technical solutions, partnering closely with technology and data teams. Leadership & Ways of Working: Strategic, systems‑oriented leader who balances long‑term capability building with near‑term business priorities. Strong communicator with the credibility to act as a thought partner and advisor to senior marketing, sales, and technology leaders. Comfortable navigating ambiguity, setting direction, and establishing structure in evolving environments. Collaborative leadership style, with a bias toward enablement, clarity, and continuous improvement. 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. If you thrive on rapid growth and enjoy working alongside positive, driven teammates, you’ll feel right at home here. Help us to uplift everyone, everywhere. Whether you’re starting your career, pushing your capabilities or are a seasoned professional, learn how we can partner to reimagine the world. Introduce yourself to our recruiters and we'll get in touch if there's a role that seems like a good match. At Visa, we are driven by a common purpose – to uplift everyone, everywhere by being the best way to pay and be paid. Our evolving technology keeps us at the heart of the digital economy, connecting people to 80+ million businesses worldwide. Backed by a resilient, proven model, our expanding network fuels growth—for Visa and for your career. Your journey starts here — discover how we hire Ready to take the next step? Learn more about life at Visa, explore our hiring process and get first-hand insights by hearing directly from our recruiters about what to expect. Apply with confidence today! Learn our recruiting process