Senior Director, Cross Border Marketing

We are looking for a strategic, innovative and commercially minded Senior Director to join our Asia Pacific marketing team and lead the regional growth agenda for Cross-Border (XB) marketing.

You will own the Asia Pacific cross-border marketing vision, multi-year strategy and investment priorities to accelerate outbound and inbound travel growth, strengthen priority corridor performance, build strategic ecosystem partnerships, and scale regional growth platforms that deliver measurable commercial outcomes.

Responsibilities:

• Cross-Border Growth Strategy:
• Set corridor and traveler-cohort priorities using consumer insights, market trends, competitive dynamics and business performance; define where to play and how Visa can win
• Translate XB commercial priorities into an integrated regional growth strategy, aligning investment and success measures to incremental cross-border spending, preference and usage
• Own annual and multi-year roadmaps, investment recommendations and performance reviews; make evidence-led trade-offs across markets and initiatives to optimize returns and sustainable growth

• Ecosystem & Partnership Strategy:
• Define the regional partnership strategy for travel and destination partners, aligning joint value propositions and senior-level engagement to Visa’s cross-border growth priorities
• Prioritize partnerships with OTAs, tourism boards, retailers and other ecosystem players based on strategic fit, consumer relevance, commercial potential and regional scalability
• Establish scalable partnership frameworks, joint business plans and governance that enable multi-market adoption while maintaining clear value exchange and accountability

• Regional Campaign Leadership:
• Set AP cross-border campaign strategy and positioning, connecting brand differentiation to priority consumer behaviors and commercial growth objectives
• Direct integrated campaign frameworks and market activation priorities, balancing regional scale with local relevance and aligning stakeholders on investment and delivery
• Guide regional creative platforms, content strategies and customer journeys across the travel lifecycle, setting standards for effectiveness, experimentation and optimization

• Visa Destinations & Innovation:
• Own the strategic evolution and long-term value proposition of Visa Destinations and related destination marketing initiatives, defining their role in Visa’s cross-border growth portfolio
• Assess emerging travel trends, new growth platforms and sponsorship opportunities to identify differentiated sources of consumer engagement and cross-border demand
• Build investment cases and a prioritized innovation roadmap, defining pilot success criteria, scale-up decisions and cross-market adoption plans

Requirements:

• 15 years of progressive experience in marketing, consulting, or related fields, including significant regional strategic leadership across multiple markets
• Proven ability to set multi-year growth strategies and lead complex, cross-functional regional programs that deliver measurable commercial outcomes
• Strong commercial judgment, with experience building investment cases, prioritizing resources and making strategic trade-offs across markets and growth opportunities