Senior Director, Cross Border 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

Overview:

We are looking for a strategic, innovative and commercially minded Senior Director to join our Asia Pacific marketing team and lead the regional growth agenda for Cross-Border (XB) marketing.

You will own the Asia Pacific cross-border marketing vision, multi-year strategy and investment priorities to accelerate outbound and inbound travel growth, strengthen priority corridor performance, build strategic ecosystem partnerships, and scale regional growth platforms that deliver measurable commercial outcomes.

As the senior regional marketing lead for Cross-Border, you will partner with senior leaders across Cross-Border Product, Market Development, Regional Marketing, Analytics and Global teams to shape the growth agenda, align commercial and marketing priorities, and influence resource allocation across markets and corridors.

You will turn strategic choices into an integrated portfolio of campaigns, partnerships and market capabilities, establishing clear success measures and accountability for marketing effectiveness—shaping how millions of consumers choose to travel, shop, and pay with Visa across borders.

What a Senior Director, Cross Border Marketing does at Visa:

A Senior Director, Marketing sets the strategic direction for cross-border marketing growth and leads a commercially accountable regional agenda. This role owns the AP cross-border marketing strategy aligned to Visa's growth ambitions and FY27 objectives, balancing near-term performance with longer-term growth opportunities.

The ideal candidate combines strategic foresight, commercial judgment and deep marketing expertise with the ability to connect consumer insights, travel ecosystem dynamics and cross-border payments opportunities. They make clear portfolio choices, build compelling investment cases, and mobilize senior stakeholders around scalable sources of competitive advantage.

They align regional, market and global stakeholders—including product, communications, legal, and design teams—to set shared priorities, establish decision-making and performance governance, and lead complex multi-market initiatives while preserving local relevance. They build cross-functional capability and influence outcomes across Asia Pacific without relying on direct authority.

What You’ll Do:

Cross-Border Growth Strategy:

• Set corridor and traveler-cohort priorities using consumer insights, market trends, competitive dynamics and business performance; define where to play and how Visa can win

• Translate XB commercial priorities into an integrated regional growth strategy, aligning investment and success measures to incremental cross-border spending, preference and usage

• Own annual and multi-year roadmaps, investment recommendations and performance reviews; make evidence-led trade-offs across markets and initiatives to optimize returns and sustainable growth

Ecosystem & Partnership Strategy:

• Define the regional partnership strategy for travel and destination partners, aligning joint value propositions and senior-level engagement to Visa’s cross-border growth priorities

• Prioritize partnerships with OTAs, tourism boards, retailers and other ecosystem players based on strategic fit, consumer relevance, commercial potential and regional scalability

• Establish scalable partnership frameworks, joint business plans and governance that enable multi-market adoption while maintaining clear value exchange and accountability.

• Lead commercial evaluation and investment recommendations, defining measurable outcomes and criteria to scale, optimize or exit partnerships

Regional Campaign Leadership:

• Set AP cross-border campaign strategy and positioning, connecting brand differentiation to priority consumer behaviors and commercial growth objectives

• Direct integrated campaign frameworks and market activation priorities, balancing regional scale with local relevance and aligning stakeholders on investment and delivery

• Guide regional creative platforms, content strategies and customer journeys across the travel lifecycle, setting standards for effectiveness, experimentation and optimization

• Influence global strategy to reflect AP market opportunities; establish shared KPIs and executive reviews to assess incremental impact and redirect investment

Visa Destinations & Innovation:

• Own the strategic evolution and long-term value proposition of Visa Destinations and related destination marketing initiatives, defining their role in Visa’s cross-border growth portfolio

• Assess emerging travel trends, new growth platforms and sponsorship opportunities to identify differentiated sources of consumer engagement and cross-border demand

• Build investment cases and a prioritized innovation roadmap, defining pilot success criteria, scale-up decisions and cross-market adoption plans.

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

Qualifications

What you will need:

• 15 years of progressive experience in marketing, consulting, or related fields, including significant regional strategic leadership across multiple markets

• Proven ability to set multi-year growth strategies and lead complex, cross-functional regional programs that deliver measurable commercial outcomes

• Strong commercial judgment, with experience building investment cases, prioritizing resources and making strategic trade-offs across markets and growth opportunities

• Demonstrated ability to align senior stakeholders, establish effective governance and mobilize matrixed teams while building regional marketing capability

• Strong analytical fluency, including experience defining KPIs, assessing marketing effectiveness and using performance insights to optimize investment

• Ability to synthesize consumer, market and ecosystem insights into clear strategic choices, executive recommendations and scalable partnership opportunities

• Executive-level communication, influencing and relationship-building skills, with the ability to align global, regional and market leaders across cultures and time zones.

• Ability to lead through ambiguity, anticipate changing consumer and travel dynamics, and balance long-term strategic ambition with disciplined execution.
• Bachelor’s degree in commerce or marketing preferably.

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.