Sr. Marketing Manager, CRM & DTC

📌 Core Information

🔹 Job Title: Sr. Marketing Manager, CRM & DTC

🔹 Company: Visa

🔹 Location: Mexico City, Mexico

🔹 Job Type: Full-time

🔹 Category: Marketing

🔹 Date Posted: May 30, 2025

🔹 Experience Level: 10+ years

🔹 Remote Status: Hybrid (Mexico DF, Mexico)

🚀 Job Overview

Key aspects of this role include:

• Leading CRM strategic planning and execution to build consumer loyalty and preference
• Implementing lifecycle management platforms and managing campaigns
• Defining effective communication paths and optimizing marketing campaigns based on consumer insights
• Collaborating with cross-functional teams to create and maintain world-class platforms for consumers
• Driving growth of Visa opted-in marketing efforts and improving Visa 1st Party Data assets

ASSUMPTION: This role requires a strategic mindset, strong analytical skills, and the ability to work effectively with cross-functional teams.

📋 Key Responsibilities

✅ Increase transactional growth and revenues through effective CRM strategies

✅ Lead the CRM strategic planning and execution building consumer loyalty and preference

✅ Implement lifecycle management platforms and manages campaigns

✅ Define the most effective communication path and frequency through different channels and segments

✅ Create the storytelling for marketing CRM campaigns, including insights and analyses to improve campaign optimization and performance

✅ Define test plan and capture learnings and best practices documenting and deploying it regionally

✅ Establishes strategic consumer journeys for each initiative

✅ Create and review tracking reports and discuss on-going optimization opportunities

✅ Define Main KPIs (Key Performance Indicators) and OKR (Objectives and Key Results) to optimize marketing campaigns

✅ Drive growth of Visa opted-in marketing efforts and improve Visa 1st Party Data assets

✅ Come up with new use cases to grow the 1st party model, monetization, and user loyalty

✅ Lead Visa.com.mx and other local websites/apps content updates and liaise with technology and UX agencies for improvements

✅ Ensure Visa.com and D2C local platforms experience and funnel drive conversion

✅ Generate insights from a consumer-centric perspective that allows marketing project lead to identify triggers for behavioral changes

✅ Partner with the Platforms Director to implement and optimize UX centric guidance and decisions and journey enhancements in partnership with IT and agencies as well as content creation in partnership with multiple areas of the organization and agencies

✅ Define and monitor sites KPIs and be the continuous improvements, manage SEO performance and improvements

✅ Exercise independent judgment with minimal direction from supervisor

✅ Work with all local markets to align on market specific visions, needs and calendars

✅ Partner and collaborate with local and regional marketing teams, Product and Technology teams to create and maintain world class Platforms for our consumers

✅ Create selling pitch & meeting with stakeholders to execute initiatives through Visa Marketing Platform

ASSUMPTION: This role requires strong leadership, strategic thinking, and the ability to work effectively with cross-functional teams to drive marketing success.

🎯 Required Qualifications

Education: Bachelor's degree required in quantitative field (marketing, business administration, or related field)

Experience: 8+ years of work experience in CRM with proven revenues. E-commerce experience is a plus.

Required Skills:

• Fluency in English and Portuguese, Spanish a plus
• Excellent verbal and written communication skills
• Strong CRM leadership expertise, building and activating, Adobe suite a plus
• Marketing savvy and experience understanding the full marketing life cycle and interface with other consumer touch points such as media campaigns and promotions
• Experience in monetization of 1st party and D2C platforms
• Experience in ecommerce
• Experience connecting with call center and other consumer answering tools
• Experience conducting usability and AB tests
• Put consumer experience ahead of every decision you make. Subject Matter Expertise in web, mobile consume experience, content, and technology to deliver on that vision
• Content, editorial expertise
• Strategic business perspective with technical background
• Capacity to lead technology teams on building and improving consumer centric digital programs
• Proven digital marketing experience and knowledge of CRM tools
• Substantial problem solving ability with strategic focus on impacting ROI
• Strong interpersonal abilities to drive change within multiple stakeholders and orgs.

ASSUMPTION: Candidates should have a strong background in CRM, digital marketing, and consumer-centric strategies, with a proven track record of driving revenue growth.

💰 Compensation & Benefits

Salary Range: $120,000 - $160,000 USD per year (Estimated based on industry standards for a senior marketing manager role in Mexico City)

Benefits:

• Competitive benefits package
• 401(k) matching
• Health, dental, and vision insurance
• Flexible spending accounts
• Employee assistance program
• Tuition reimbursement
• Paid time off and holidays

Working Hours: Full-time (40 hours per week), with flexibility for hybrid work arrangement

ASSUMPTION: The salary range is estimated based on industry standards for a senior marketing manager role in Mexico City. Actual compensation may vary based on experience and qualifications.

📌 Applicant Insights

🔍 Company Context

Industry: Visa operates in the global payments technology industry, facilitating transactions between consumers, merchants, financial institutions, and government entities across more than 200 countries and territories.

Company Size: Visa is a large organization with over 27,630 employees globally. This size allows for diverse opportunities and resources for employees.

Founded: Visa was founded in 1958 and has since grown to become a world leader in digital payments.

Company Description:

• Visa is a global payments technology company that facilitates transactions between consumers, merchants, financial institutions, and government entities
• The company's mission is to uplift everyone, everywhere by being the best way to pay and be paid
• Visa offers a range of products and services, including credit, debit, and prepaid cards, as well as digital wallet solutions

Company Specialties:

• Global payments technology
• Credit, debit, and prepaid cards
• Digital wallet solutions
• Cybersecurity and fraud management
• Data analytics and insights

Company Website: https://corporate.visa.com/en/careers.html

ASSUMPTION: Visa is a well-established company with a strong global presence, offering opportunities for career growth and development in the payments industry.

📊 Role Analysis

Career Level: This role is at the senior management level, requiring strategic thinking, leadership, and expertise in CRM and digital marketing.

Reporting Structure: The Sr. Marketing Manager reports directly to the Marketing Director and works closely with cross-functional teams, including product, technology, and regional marketing teams.

Work Arrangement: This is a hybrid position, with expectations for days in the office confirmed by the hiring manager.

Growth Opportunities:

• Potential to advance to a director or vice president role within the marketing organization
• Opportunities to work on global initiatives and collaborate with teams across different regions
• possibility to expand responsibilities based on performance and business needs

ASSUMPTION: This role offers opportunities for career growth and development within the marketing organization, as well as the chance to work on high-impact initiatives that drive business results.

🌍 Location & Work Environment

Office Type: Visa's office in Mexico City is a modern, collaborative workspace designed to foster innovation and creativity.

Office Location(s): 900 Metro Center Blvd, Foster City, CA 94404, US

Geographic Context:

• Mexico City is the capital and most populous city of Mexico, with a diverse cultural scene and vibrant economy
• The city is known for its rich history, historic landmarks, and museums
• Mexico City offers a mix of urban and natural environments, with numerous parks and green spaces

Work Schedule: The work schedule for this hybrid position will be confirmed by the hiring manager.

ASSUMPTION: Working in Mexico City offers a dynamic and multicultural environment, with opportunities to engage with diverse stakeholders and contribute to the company's global success.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screen with the hiring manager
• In-depth interviews with cross-functional stakeholders
• Final interview with the Marketing Director
• Background check and offer extension

Key Assessment Areas:

• CRM and digital marketing expertise
• Strategic thinking and problem-solving skills
• Leadership and team collaboration abilities
• Communication and presentation skills
• Cultural fit and alignment with Visa's values

Application Tips:

• Highlight relevant CRM and digital marketing experience in your resume
• Tailor your cover letter to demonstrate your understanding of the role and how your skills and experience make you a strong fit
• Prepare examples of your work, such as successful CRM campaigns or digital marketing initiatives
• Research Visa's company culture and values to demonstrate your fit during the interview

ATS Keywords: CRM, digital marketing, consumer journey, campaign optimization, data analysis, SEO, ecommerce, digital transformation, stakeholder management, consumer experience, strategic planning

ASSUMPTION: The interview process for this role will focus on assessing the candidate's CRM and digital marketing expertise, as well as their ability to work effectively with cross-functional teams and drive marketing success.

🛠️ Tools & Technologies

• CRM platforms (e.g., Salesforce, Adobe Campaign)
• Marketing automation tools (e.g., Marketo, HubSpot)
• Data analysis and visualization tools (e.g., Tableau, Power BI)
• SEO tools (e.g., Google Analytics, SEMrush)
• Project management tools (e.g., Asana, Trello)

ASSUMPTION: The Sr. Marketing Manager will be expected to have experience with CRM platforms, marketing automation tools, and data analysis tools to drive marketing success.

👔 Cultural Fit Considerations

Company Values:

• Customer-centric
• Inclusive
• Innovative
• Collaborative
• Accountable

Work Style:

• Data-driven and analytical
• Strategic and forward-thinking
• Collaborative and team-oriented
• Adaptable and responsive to change
• Results-focused and accountable

Self-Assessment Questions:

• Do you have a proven track record of driving revenue growth through effective CRM strategies?
• Are you comfortable working in a dynamic, multicultural environment and collaborating with cross-functional teams?
• Do you have strong leadership skills and the ability to drive change within multiple stakeholders and organizations?

ASSUMPTION: Visa values candidates who are customer-centric, innovative, and collaborative, with a strong focus on driving results and continuous improvement.

⚠️ Potential Challenges

• Managing multiple stakeholders and balancing competing priorities
• Working in a fast-paced, dynamic environment with tight deadlines
• Adapting to changes in the market and consumer behavior
• Ensuring data privacy and security in marketing campaigns

ASSUMPTION: This role may present challenges related to managing multiple stakeholders, working in a fast-paced environment, and ensuring data privacy and security in marketing campaigns.

📈 Similar Roles Comparison

• This role is similar to a Senior CRM Manager or Senior Digital Marketing Manager position, but with a specific focus on direct-to-consumer (DTC) marketing and lifecycle management
• Compared to other marketing roles, this position requires a strong background in CRM and digital marketing, as well as leadership and strategic planning skills
• Career progression from this role may include advancing to a director or vice president role within the marketing organization

ASSUMPTION: This role is similar to other senior marketing positions but has a specific focus on CRM and DTC marketing, requiring a unique blend of skills and expertise.

📝 Sample Projects

• Developing and executing a CRM strategy to increase transactional growth and revenues for Visa's direct consumers
• Implementing lifecycle management platforms and managing campaigns to improve consumer engagement and retention
• Conducting usability and AB tests to optimize the consumer experience and drive conversion on Visa's digital platforms

ASSUMPTION: These sample projects illustrate the key responsibilities and required skills for the Sr. Marketing Manager, CRM & DTC role at Visa.

❓ Key Questions to Ask During Interview

• Can you describe the current state of Visa's CRM and DTC marketing efforts, and where this role fits into the overall marketing strategy?
• How does this role collaborate with other marketing teams, product teams, and technology teams to drive marketing success?
• What are the key priorities for this role in the first 30, 60, and 90 days?
• How does Visa support the professional development and growth of its marketing team members?
• What are the key challenges facing the marketing organization, and how can this role help address them?

ASSUMPTION: Asking these questions during the interview will help you better understand the role, the team, and the company, and demonstrate your interest and preparation for the position.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume to highlight your CRM and digital marketing experience, as well as your leadership and strategic planning skills
• Write a cover letter that demonstrates your understanding of the role and how your skills and experience make you a strong fit
• Prepare examples of your work, such as successful CRM campaigns or digital marketing initiatives, to showcase during the interview
• Follow up with the hiring manager one week after submitting your application to express your interest and reiterate your qualifications

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.