Director, Content & Social

The Director, Content & Social is responsible for defining how Visa shows up through content, creators, partnerships, and digital platforms across the Latin America and Caribbean region.

This role establishes scalable, always-on content ecosystems while leveraging AI-enabled content innovation to strengthen cultural relevance, drive engagement, and improve brand preference throughout the region.

Key Responsibilities:

• Content Strategy & Ecosystem Development:

+ Define and lead Visa's content strategy across LAC, establishing scalable content ecosystems that drive cultural relevance, engagement, and brand preference. + Develop content frameworks and playbooks that enable consistent execution across markets while allowing for local adaptation and cultural relevance. + Build always-on content programs across platforms and channels that maintain Visa's presence and relevance with priority audiences. + Lead the development of content calendars, editorial strategies, and distribution plans aligned to business priorities, cultural moments, and audience behaviors.

• Creator & Influencer Strategy:

+ Own Visa's creator and influencer strategy across LAC, positioning creators as strategic partners with clear partnership models and scalable activation playbooks. + Develop creator partnership frameworks that balance brand consistency with authentic creator expression and audience relevance. + Build and manage a diverse creator ecosystem across tiers, categories, and markets that connects Visa with priority audiences. + Establish measurement approaches that demonstrate creator partnership impact on brand metrics, engagement, and business outcomes.

• AI-Enabled Content Innovation:

+ Lead the adoption of AI-enabled content creation tools and workflows to improve speed, quality, personalization, and scalability across the region. + Identify and implement emerging content technologies that enhance Visa's ability to produce relevant, personalized content at scale. + Champion innovation in content formats, distribution models, and production approaches that differentiate Visa from competitors.

• Content Distribution & Performance:

+ Develop integrated distribution strategies across paid, owned, partner, and emerging channels to maximize content reach and impact. + Establish content performance measurement frameworks with clear KPIs tied to brand health, engagement, and business outcomes. + Champion a disciplined test-and-learn agenda to continuously evolve content performance, formats, and distribution approaches. + Partner with Media teams to ensure content and paid media strategies are aligned and mutually reinforcing.

• Cross-Functional Partnership:

+ Partner with the Creative Studio to ensure content production capabilities align with strategy and quality standards. + Collaborate with Consumer Marketing to align content strategies with segment priorities and campaign activations. + Work with market teams to adapt and activate content strategies for local relevance across LAC countries. + Support Marketing Services content needs by developing scalable content solutions for client activations.

What Success Looks Like:

• Visa's content ecosystem drives measurable cultural relevance, engagement, and brand preference across LAC markets.
• Social media presence creators is consistent, culturally relevant, and drives meaningful engagement with priority audiences.
• Creator partnerships deliver measurable brand impact and are scalable across markets and campaigns.
• AI-enabled content innovation improves production speed, quality, and personalization across the region.
• Content performance is measured rigorously with clear links between content investment and brand/business outcomes.
• Content frameworks and playbooks are adopted consistently across markets while maintaining local cultural relevance.

Qualifications:

• Basic Qualifications:

+ 10 or more years of work experience with a Bachelor’s Degree or at least 8 years of work experience with an Advanced Degree (e.g. Masters/ MBA/JD/MD) or at least 3 years of work experience with a PhD

• Preferred Qualifications:

+ 12 or more years of work experience with a Bachelor’s Degree or 8-10 years of experience with an Advanced Degree (e.g. Masters, MBA, JD, MD) or 6+ years of work experience with a PhD. + Deep expertise in content strategy, social media marketing, creator/influencer partnerships, and digital distribution. + Strong understanding of social media platforms, content formats, algorithms, and emerging digital trends across Latin America. + Experience building and scaling content operations, including editorial processes, creator programs, and production workflows. + Proven track record of developing content strategies that drive measurable brand impact and audience engagement. + Experience with AI-enabled content tools and emerging production technologies. + Strong creative sensibility with the ability to evaluate content quality and provide strategic creative direction. + Experience operating in matrixed organizations and influencing cross-functional stakeholders. + Strong analytical skills with comfort translating content performance data into strategic recommendations. + Excellent communication skills and ability to articulate content vision to senior leadership. + Fluency in English and Spanish required; Portuguese preferred.