Vice President, B2B Marketing

Overview

The VP of North America B2B & Product Marketing is a senior strategic leader responsible for shaping and driving Visa’s long-term B2B marketing strategy across the region. This role partners directly with the North America CMO to define the regional vision, unify efforts across Product, Global Marketing, and Sales and elevate Visa’s position with businesses, partners, and financial institutions.

This leader operates in a highly matrixed environment and is responsible for influencing teams that are not direct reports. This requires exceptional collaboration, executive communication, and orchestration skills. The role focuses on building integrated strategies, aligning cross-functional priorities, and enabling consistent execution across teams.

This is a headquarters-based role in San Francisco to ensure close partnership with NA leadership and co-location with key cross-functional stakeholders.

• Define the long-term B2B and product marketing strategy for North America in partnership with the NA CMO and global counterparts
• Develop a unified regional roadmap that aligns marketing, product, and sales priorities and strengthens Visa’s position with business clients.
• Translate enterprise priorities into clear strategic direction for cross-functional teams.
• Shape Visa’s approach to AI-enabled marketing by identifying opportunities to use AI, automation, and predictive insights to enhance targeting, personalization, and performance across B2B marketing programs. Serve as a thought leader responsible for innovative use of AI in marketing.

• Lead through influence across a broad matrix of dotted-line contributors, including regional B2B marketing teams, BU-aligned B2B marketers, product marketing, regional marketing, sales, product, communications, and analytics.
• Establish governance models, operating rhythms, and shared goals that drive alignment and coordinated execution.
• Build coalitions across the organization to accelerate decision-making and ensure consistent delivery of programs.

Shape the regional B2B narrative

• Translate the global B2B narrative and simplified portfolio into regionally relevant market positioning, value propositions, integrated marketing programs, and sales alignment
• Ensure NA teams and sellers can articulate cohesive and personalized customer-outcome stories across Visa Direct, Visa Commercial Solutions, and Value Added Services
• Amplify Visa’s B2B story across major US sponsor ships, including FIFA 2026, ensuring B2B messaging shows up in the right moments and platforms to reach business audiences

Build the regional demand engine

• Drive execution of end-to-end B2B demand pilots in North America and scale successful playbooks across the region
• Partner with BU marketers and sales teams to deliver targeted campaigns, persona-based journey content, and consistent nurture journeys

Integrate Go-to-Market with Sales in North America

• Design and operationalize connected Sales & Marketing motions in the region:
  Shared target account lists, lead flows, enablement content, and measurement
• Operate as a consultative partner to the North America generalist sales agents and Client Services with insights, messaging, and materials that elevate Visa’s value to business customers.
• Partner with Product to bring new B2B commercial solutions to market, ensuring clear positioning, launch strategies, and cross-functional readiness.

Establish and leverage measurement

• Establish a measurement framework aligned to strategic goals, using performance data and insights to inform decisions and improve marketing effectiveness.
• Partner with Analytics and Finance to monitor outcomes, resource allocation, and investment impact.

• Serve as the primary B2B marketing partner to senior NA executives, including the NA CMO, Regional President, and Product & Sales leadership teams.
• Represent Visa in high-level internal and external discussions, providing perspective on market dynamics, customer needs, and competitive opportunities.
• Bring forward innovative thinking and external insights…