VP of Campaign Development, Digital Marketing & Media – CEMEA

Visa Inc. is a global payments technology company that connects consumers, businesses, financial institutions and governments in more than 200 countries and territories, enabling them to use digital currency instead of cash and checks.
The Purpose
Visa Inc. is a global payments technology company that connects consumers, businesses, financial institutions and governments in more than 200 countries and territories, enabling them to use digital currency instead of cash and checks.
Visa does not issue cards, extend credit or set rates and fees for consumers. Visa’s innovations enable its bank clients to offer consumers choices: pay now with debit, pay ahead of time with prepaid, or pay later with credit products. From the world’s major cities to remote areas without banks, people are increasingly relying on digital currency along with mobile technology to use their money anytime, make purchases online, transfer funds and access basic financial services. All of which makes their lives easier and helps grow economies. Behind the Visa brand are our talented employees who continuously raise the bar with innovative solutions and products that deliver the convenience and security of digital currency to more people all over the world.
Visa has a rare and strategic advantage as the global leader in payments. Our goal is to be the most creative and impactful data-led marketer in the world. We are currently seeking a new Regional Head of Campaign Development, Digital and Media for CEMEA based in our regional office in Dubai, UAE. The successful candidate will be responsible for the strategic development and flawless execution, in conjunction with the CEMEA countries, of integrated campaigns and media plans across CEMEA, with a particular focus on leading the Centers of Excellence (CoE’s) for Cross-Border, E-commerce and Mobile Payments for the region, whilst playing an integral advisory role for the remaining CoE’s. Core responsibilities will include driving creative excellence across campaigns, whilst growing Visa’s presence across digital and social media platforms, strategic media planning, optimization (including dynamic content adjustment), performance analysis, CRM and content for digital/social media, with a focus on driving business results and strengthening the positioning of the Visa brand. The role will also be responsible for the Agency relationships and lead the evolution of the working model with them so that it can truly deliver integrated, data-led audience-first campaigns.
The position reports to the SVP of Marketing – CEMEA and will partner with marketing and business leaders across the region, driving high visibility campaigns and marketing initiatives. The role offers a strong intersection of the creative development process with digital marketing, strategic media planning, media analytics and omni-channel campaign planning and execution in addition to dynamic content creation and advertising optimization based on performance measures. You will have the opportunity to translate Visa marketing goals and content strategy in CEMEA into integrated campaigns that help drive business results, whilst putting us at the forefront of digital marketing in the region. The role requires a passion for the creative development process and will be key to developing the capabilities of the Visa Team on the newest and most effective digital platforms and media strategies. A strong business acumen and strong communication and leadership skills are key for this role.
Specific Requirements:
Lead the Creative Development CoE for CEMEA. Primary responsibility will be for the Hub CoE’s based out of Dubai, whilst supporting the creative process for the remaining CoEs in the other sub-regions in CEMEA (Affluent, EDS and any future CoE’s)
Lead the digital and social media strategy for Visa in the region, leveraging our relationship with key global partners like Facebook and Google
Lead development and execution of holistic paid media strategies and plans for priority campaigns – Brand, Vertical and Retail Moments
Work with stakeholders, market leads and agencies to produce fully integrated, regional Marketing campaigns (creative and media) across traditional, digital, search and social channels
Partner with cross functional teams, agency and media partners to develop compelling custom content partnerships and drive seamless execution
Strong communication skills to lead agency partners, media publishers and network partners to develop effective media plans and breakthrough programs
Partner with Analytics team to define key campaign KPI’s and analyze key media metrics, evaluate campaign performance.
Collaborates with internal Product/IT and external agency functions on the development and implementation of marketing tools
Lead development of best practice training, guidelines and cases for both internal (Visa Marketing) and external (Clients and Marketing Partners) constituents
Lead and develop the regional CoE Hub team, in addition to the regional media digital marketing teams, 8 reports both direct and dotted line resources in country.
Qualifications
18-20+ years of marketing/advertising/media experience, with planning expertise across the entire Marketing ecosystem (from insight and creative brief to campaign development and full media planning (across digital, social and mobile to TV, OOH and Radio)
Solid understanding how media impacts a consumer’s decision journey
Experience in business development (e.g. working with Sales to build out and present marketing portions of RFP proposals)
In-depth experience in content and communication development and optimization
Strong experience in FMCG, payments and retail considered a plus
Proven and visionary thought leader in campaign development with specific focus in digital marketing, who can inspire and lead the whole Visa marketing function in CEMEA to become the best digital marketer in the region
Deep experience of working in and especially leading teams across multiple markets with proven track record of cross-functional collaboration and leadership of diverse teams
Flexible and resilient leader as demonstrated by adaptability, professional maturity and ability to manage by influence