Senior Director, Social and Content Insights & Analytics

Company Description

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

In this role, you will serve as a senior leader responsible for shaping Visa’s global social measurement strategy. This strategy includes an always‑on social ecosystem designed to elevate Visa’s presence across social platforms and deepen engagement with priority communities You will define how we identify and target priority segments and cohorts, establish frameworks for real‑time optimization, and create the signaling model that enables teams to surface and scale ideas with the highest cultural momentum. Your work will ensure Visa continuously identifies what is “bubbling up” in conversation—specifically, ideas that can travel further because they are surfacing in social conversations, behaviors, and patterns—enabling the brand to act quickly, engage authentically, and amplify content with the greatest potential to travel globally.

While the focus and day-to-day activities will all be dedicated to the Content Development and Distribution team, this role will report to the SVP of Insights & Analytics Marketing Analytics. This to ensure the proper career progression, mastery on the marketing analytics area, as well as connection to other data, analytics, research, and insights specialty areas.

This role will lead the relationship with the social data measurement experts that are working with Visa at the agency side, and sometime also at the social channel. This partnership should lead to architect new uses of data and measurement to increase engagement.

As part of the key deliverables, it is important to define the learnings and guidelines on how to make content for all Visa’s social platforms that is highly shareable and engaging, and those guidelines should also serve to define a consistent approach to content creation with internal and external partners that support brand and business objectives.

To excel in this role, one must possess deep expertise in both analytics and social media, complemented by strong business acumen. Success hinges on the ability to turn complex data into actionable insights and communicate them effectively especially to audiences without technical backgrounds. This requires a “multilingual” skillset, fluently navigating the worlds of business, media, and analytics. In essence, the position acts as a vital translation layer, bridging technical analysis and strategic decision-making to address business challenges and unlock new growth opportunities.

This position is part of a central team dedicated to empowering and collaborating with both global and regional teams, fostering an environment where shared success is paramount. Given that most activations are executed locally, effective placement and measurement rely on strong cooperation among global, regional, and local content and analytics teams, enabling clear communication and unified results.

Ultimately, the ideal candidate should be a proactive self-starter with a strong sense of curiosity and creativity, bringing expert-level expertise in market research, analysis, and generating insights. This position will take the lead in driving learning through execution experimentation, which can be approached in diverse and innovative ways, including leveraging our proprietary VisaNet first-party data.

Key Responsibilities:

• Lead the measurement framework that will support the year-round content engine & calendar. This will include multiple initiatives and brand storytelling through social & creator-led content with a mix of internal, platform, and campaign specific content.
• Recommend the tools and analytics to connect social’s impact on brand outcomes.
• Lead the experimentation engine for Visa. In-market learning on execution experiments with clear agreements on expansion criteria. Recommend experiment design, bring the right experts to the table, ensuring the Data Science supporting team and/or analytical shop is properly guided, and ensure an actionable outcome as well as the best possible leverage of Visa’s suite of behavioral and data analytics resources.
• Define the right strategic audience for the socially led initiatives and work with all the available resources to create appealing sub-cohort groups that are part of this broad positioning. This to allow creating more impactful and relevant messaging. Harmonize t