Description
In alignment with Visa’s strategic transformation of Sub-Saharan Africa, this role will lead the Marketing agenda for Western and Central Africa (WCA). The position is accountable for shaping and executing the WCA marketing strategy, ensuring it is tightly aligned to commercial priorities, client needs, brand ambitions, and market opportunities across the sub-region.
As the senior Marketing leader for WCA, the role will partner closely with the WCA Group Country Manager (GCM), WCA leadership team, Regional CMO, CEMEA Marketing Services leadership, and cross-functional partners to translate regional priorities into market-relevant strategies that deliver measurable business impact.
The role requires strong commercial judgment, strategic marketing leadership, and the ability to operate with influence across a complex matrix. It will lead integrated marketing initiatives that strengthen Visa’s brand, accelerate client engagement, support revenue growth, and enable expansion across priority WCA markets.
Key Responsibilities
- Develop and execute the WCA marketing strategy, ensuring clear alignment with commercial priorities, market opportunities, client needs, and Visa’s regional and global brand agenda.
- Prioritize marketing initiatives that drive revenue, transactions, payment volume, market share, PCE penetration, and merchant acceptance across WCA.
- Lead integrated marketing and communication plans that support client priorities, product platforms, cross-border growth, sponsorship activation, and market development.
- Establish clear performance measures for all major initiatives, assess marketing and business effectiveness, and ensure continued investment is directed to campaigns with demonstrable impact.
- Use research, market data, cardholder behaviour, payment trends, and competitor activity to identify growth opportunities, sharpen marketing plans, and inform future business direction.
- Act as the Visa brand guardian across WCA, ensuring all communications and activations comply with regional and global brand strategies, standards, and guidelines.
- Manage WCA marketing budgets, ensure rigorous prioritization of investment, and oversee budget allocation, reporting, and compliance with Visa policies and procedures.
- Lead and manage agency relationships across WCA, ensuring partners deliver high-quality creative, media, and executional work aligned to agreed plans, timelines, budgets, and brand standards.
- Provide strategic marketing counsel to clients, including issuers and merchants, helping them achieve business objectives through Visa’s marketing expertise, capabilities, and value-added services.
- Lead the Marketing Services P&L for WCA, including revenue and margin delivery, and oversee key client engagements in coordination with the CEMEA Marketing Services VP.
Qualifications
- Tertiary education required; MBA or equivalent postgraduate qualification preferred.
- 15+ years’ senior marketing experience, ideally with broader commercial or general management exposure, gained in blue-chip FMCG, banking, financial services, payments, technology, or related industries.
- Demonstrated experience leading regional or multi-market marketing agendas across complex channels, client segments, and business priorities.
- Proven track record in agency leadership, integrated campaign development, brand management, marketing effectiveness, and commercial growth delivery.
- Strong business acumen, including experience managing budgets, investment prioritization, and P&L-related outcomes.