Vice President, B2B Marketing

Job Description

The VP of North America B2B & Product Marketing is a senior strategic leader responsible for shaping and driving Visa’s long-term B2B marketing strategy across the region. This role partners directly with the North America CMO to define the regional vision, unify efforts across Product, Global Marketing, and Sales and elevate Visa’s position with businesses, partners, and financial institutions.

This leader operates in a highly matrixed environment and is responsible for influencing teams that are not direct reports. This requires exceptional collaboration, executive communication, and orchestration skills. The role focuses on building integrated strategies, aligning cross-functional priorities, and enabling consistent execution across teams.

This is a headquarters-based role in San Francisco to ensure close partnership with NA leadership and co-location with key cross-functional stakeholders.

Strategic Leadership & Vision

• Define the long-term B2B and product marketing strategy for North America in partnership with the NA CMO and global counterparts
• Develop a unified regional roadmap that aligns marketing, product, and sales priorities and strengthens Visa’s position with business clients.
• Translate enterprise priorities into clear strategic direction for cross-functional teams.
• Shape Visa’s approach to AI-enabled marketing by identifying opportunities to use AI, automation, and predictive insights to enhance targeting, personalization, and performance across B2B marketing programs. Serve as a thought leader responsible for innovative use of AI in marketing.

Matrixed Influence & Cross-Functional Alignment

• Lead through influence across a broad matrix of dotted-line contributors, including regional B2B marketing teams, BU-aligned B2B marketers, product marketing, regional marketing, sales, product, communications, and analytics.
• Establish governance models, operating rhythms, and shared goals that drive alignment and coordinated execution.
• Build coalitions across the organization to accelerate decision-making and ensure consistent delivery of programs.

Enterprise B2B Marketing & Go-to-Market

Shape the regional B2B narrative

• Translate the global B2B narrative and simplified portfolio into regionally relevant market positioning, value propositions, integrated marketing programs, and sales alignment
• Ensure NA teams and sellers can articulate cohesive and personalized customer-outcome stories across Visa Direct, Visa Commercial Solutions, and Value Added Services
• Amplify Visa’s B2B story across major US sponsorships, including FIFA 2026, ensuring B2B messaging shows up in the right moments and platforms to reach business audiences

Build the regional demand engine

• Drive execution of end-to-end B2B demand pilots in North America and scale successful playbooks across the region
• Partner with BU marketers and sales teams to deliver targeted campaigns, persona-based journey content, and consistent nurture journeys

Integrate Go-to-Market with Sales in North America

• Design and operationalize connected Sales & Marketing motions in the region: Shared target account lists, lead flows, enablement content, and measurement
• Operate as a consultative partner to the North America generalist sales agents and Client Services with insights, messaging, and materials that elevate Visa’s value to business customers.
• Partner with Product to bring new B2B commercial solutions to market, ensuring clear positioning, launch strategies, and cross-functional readiness.

Establish and leverage measurement

• Establish a measurement framework aligned to strategic goals, using performance data and insights to inform decisions and improve marketing effectiveness.
• Partner with Analytics and Finance to monitor outcomes, resource allocation, and investment impact.

Executive Partnership & Thought Leadership

• Serve as the primary B2B marketing partner to senior NA executives, including the NA CMO, Regional President, and Product & Sales leadership teams.
• Represent Visa in high-level internal and external discussions, providing perspective on market dynamics, customer needs, and competitive opportunities.
• Bring forward innovative thinking and external insights to shape the future of Visa’s B2B marketing.
• Partner closely with other regional B2B marketing leads and global/BU-aligned B2B marketing teams to drive consistency, share best practices, and ensure cohesive execution against global strategies.
• Champion the integration of AI tools and data-driven technologies into go-to-market strategies, ensuring teams understand how to use emerging capabilities to improve segmentation, creative development, and campaign optimization.

This is a hybrid position. Expectation of days in office will be confirmed by your hiring manager.

Qualifications

Basic Qualifications
12 or more years of work experience with a bachelor’s Degree or at least 10 years of experience with an Advanced degree (e.g. Masters/ MBA/JD/MD) or at least 8 years of work experience with a PhD

Preferred Qualifications
15 or more years of experience with an Advanced Degree (e.g. Masters, MBA, JD, MD, PhD)
Additional Information

Work Hours: Varies upon the needs of the department.

Travel Requirements: This position requires travel 5-10% of the time.

Mental/Physical Requirements: This position will be performed in an office setting. The position will require the incumbent to sit and stand at a desk, communicate in person and by telephone, frequently operate standard office equipment, such as telephones and computers.

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.

Visa will consider for employment qualified applicants with criminal histories in a manner consistent with applicable local law, including the requirements of Article 49 of the San Francisco Police Code.

U.S. APPLICANTS ONLY: The estimated salary range for this position is 258,100.00 to 451,800.00 USD per year, which may include potential sales incentive payments (if applicable). Salary may vary depending on job-related factors which may include knowledge, skills, experience, and location. In addition, this position may be eligible for bonus and equity. Visa has a comprehensive benefits package for which this position may be eligible that includes Medical, Dental, Vision, 401 (k), FSA/HSA, Life Insurance, Paid Time Off, and Wellness Program.