Senior Director, Social & Content Analytics

Company Description

Visa is a world leader in digital payments, facilitating more than 215 billion payments transactions between consumers, merchants, financial institutions and government entities across more than 200 countries and territories each year. Our mission is to connect the world through the most innovative, convenient, reliable and secure payments network, enabling individuals, businesses and economies to thrive.

When you join Visa, you join a culture of purpose and belonging – where your growth is priority, your identity is embraced, and the work you do matters. We believe that economies that include everyone everywhere, uplift everyone everywhere. Your work will have a direct impact on billions of people around the world – helping unlock financial access to enable the future of money movement.

Join Visa: A Network Working for Everyone.

Job Description

Job Description

What the role is.

As part of a strategic shift for Visa’s global marketing, the new Global Content Strategy, Development & Distribution team was created to develop an always-on social capability to reinvigorate Visa’s presence on social platforms and further innovate and guide how Visa engages with key communities.

This role is to be the Data, Analytics, Research and Insights lead for this newly created team. You will be part of a senior global team in charge of developing Visa’s social measurement strategy, including better ways to target segments/cohorts, and do live optimization. Also, this role should define the signaling process that will allow to “find right” for ideas that can travel further because they are “bubbling up” in the conversation.

While the focus and day-to-day activities will be all dedicated to the Content Development and Distribution team, this role has a dual report that goes dotted to the leader of this team, and solid to the VP 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 supports brand and business objectives.

To succeed in this position, it is critical to be both an analytics expert as well as a social media expert. This on top of having great business acumen. The role needs to communicate actionable insights using data, often for a non-technical audience, and for this it requires being “multilingual” and comfortable in the business domain, the media expertise, and the analytics technical mastery. In many ways, it is to serve as a critical “translation layer” in solving business problems and realizing growth opportunities.

Also importantly, this role is part of a central team that should work as servant leader and be an outstanding collaborator to help enable this at the local level. Most if not all activations are done locally, so the placement and measurement should flow up with great collaboration between global/regional/local content and analytics teams.

Finally, the successful candidate must be a self-starter, curious and creative in their thinking, have an expert level of knowledge of market research, analysis, and insight generation. This is because this role will lead the way on the learning on execution experimentation, which can be setup in many interesting ways, including the use of our internal first party VisaNet data.

All in all, this role is to create new social-first learning on execution targeting and measurement capabilities at Visa, to enable marketing to be more creative, nimble, and to better engage with different communities and audiences.

Essential Functions (Required):

What you will do.

• 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.

• 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