Director, Consumer Value Proposition & Growth

The China Consumer Products team at Visa develops credit and debit propositions that help issuers acquire customers, deepen engagement and grow payment usage.

As a Director, Consumer Value Proposition & Growth, you will develop and commercialize consumer value propositions across credit and debit products. You will translate consumer needs and issuer priorities into practical product offerings and growth initiatives, with clear measures of acquisition, activation, engagement and usage.

Consumer Proposition Development

• Identify opportunities through consumer research, portfolio analysis, market trends and issuer feedback.
• Develop propositions by customer segment, product tier and use case, defining the combination of payment features, benefits and service experiences.
• Develop product frameworks and recommendations on features, eligibility, benefits and pricing in partnership with the relevant functional owners.
• Build reusable proposition packages that issuers can adapt to their customer base, economics and distribution channels.

Issuer Engagement and Commercialization

• Work with issuer product teams to refine propositions, build business cases and develop launch plans.
• Support new credit and debit issuance and portfolio migration through clear product positioning and customer value.
• Coordinate with benefits, Marketing, VAS and client coverage teams on proposition delivery and go-to-market execution.
• Partner with Ecosystem Products and platform teams to incorporate relevant wallet, merchant and digital payment experiences.

Growth and Portfolio Performance

• Develop initiatives that improve acquisition, first transaction, ongoing usage and customer retention.
• Establish performance measures covering issuance, activation, spend, engagement, benefit utilization and commercial returns.
• Use portfolio data, consumer feedback and pilot results to identify friction and refine propositions.
• Share successful approaches across issuers while maintaining flexibility for client-specific needs.

You will be part of projects such as:

• Credit and debit CVP development for priority consumer segments.
• New product launches and portfolio migration propositions.
• Wallet-linked activation and merchant-linked usage initiatives.
• Issuer growth pilots and proposition optimization.

A strong consumer proposition gives issuers a reason to choose Visa and consumers a reason to use their cards. This role will connect product development with measurable portfolio growth.

Visa requires at least 4 days in office, expectations of these days will be confirmed by your Hiring Manager.