Vice President, B2B & Product Marketing, Europe

About Us
Visa is a world leader in payments technology, facilitating transactions between consumers, merchants, financial institutions and government entities across more than 200 countries and territories, dedicated to uplifting everyone, everywhere by being the best way to pay and be paid.

At Visa, you'll have the opportunity to create impact at scale — tackling meaningful challenges, growing your skills and seeing your contributions impact lives around the world.

Join Visa and do work that matters – to you, to your community, and to the world. Progress starts with you.

Job Description

The Vice President, B2B and Product Marketing, Europe is a senior strategic and commercial leadership role responsible for defining and driving the long-term B2B and Product Marketing vision for the region. The role is central to accelerating Visa’s sales and revenue ambitions by bringing together customer insight, product positioning, go-to-market strategy, demand generation, sales enablement, partner marketing and performance management into one connected regional growth agenda.

As a core partner to Europe Marketing, Sales, Product, Business Unit and regional leadership, the VP will translate Visa’s enterprise and business priorities into customer-centric strategies that create demand, accelerate pipeline, increase product adoption and contribute measurable revenue. The leader will combine strong commercial acumen with deep marketing expertise, maintaining a rigorous focus on customer outcomes, investment effectiveness, pipeline progression and revenue impact.

The role leads a large, distributed organisation spanning direct and indirect reports across Business Units, the Europe regional team, clusters and markets. Success requires the ability to lead through both accountability and influence, establish shared priorities and decision rights, and mobilise a highly matrixed community as one integrated team, regardless of reporting lines.

The VP will be a visible senior leader and trusted adviser to executives across Europe and globally, representing the voice of the customer and the market, challenging constructively, and ensuring that Marketing is embedded upstream in commercial strategy, portfolio decisions, sales plays and go-to-market planning.

What we expect of you, day to day.

1. Strategic and Commercial Leadership

• Regional growth strategy: Define and execute the Europe B2B and Product Marketing strategy, aligning customer priorities, product roadmaps, sales plays and marketing investments to Visa’s regional growth agenda.

• Sales and revenue accountability: Establish Marketing as a measurable commercial growth engine, with clear accountability for marketing-generated and marketing-influenced pipeline, conversion, product adoption, AANR contribution and return on investment.

• Executive partnership: Serve as the senior B2B and Product Marketing partner to Europe Marketing, Sales, Product, Business Unit and regional leadership, shaping priorities and advising on market dynamics, customer needs and growth opportunities.

• Portfolio orchestration: Create a coherent regional agenda across Value Added Services, Commercial and Money Movement Solutions, and priority consumer and emerging platforms, ensuring that investments reflect their growth potential and commercial importance.

• Business orientation: Bring strong commercial judgement to resource allocation, prioritisation and trade-offs, balancing near-term pipeline requirements with long-term category leadership and capability building.

2. Customer-Centric Go-to-Market and Product Marketing

• Customer and market insight: Build a deep, evidence-based understanding of priority audiences, buying centres, customer needs, market dynamics and the competitive landscape to influence portfolio, proposition and go-to-market choices.

• Positioning and value propositions: Translate Visa’s portfolio into differentiated, customer-outcome-led narratives, value propositions and messaging that sellers and partners can use consistently across Europe.

• Product commercialisation: Partner with Product and Business Unit leaders from strategy through launch and scale, ensuring market readiness, clear positioning, effective launch plans, seller enablement and adoption programs.

• Integrated go-to-market plans: Lead joined-up regional plans that connect brand, demand, content, digital, events, account-based marketing, partner marketing and sales activation around common commercial outcomes.

• Thought leadership: Strengthen Visa’s authority with business customers through proprietary insight, executive engagement and market-facing programs in strategic growth areas.

3. Demand Generation, Sales Integration and Revenue Acceleration

• Connected Sales and Marketing motions: Design and operationalise integrated inbound and outbound motions, including shared target accounts, lead definitions, scoring, routing, nurture, SLAs, seller follow-up and performance dashboards.

• Pipeline acceleration: Partner with sellers, account executives, Digital Sales and Sales Operations to increase lead progression, improve conversion, and accelerate opportunities through the funnel.

• Sales enablement: Ensure specialist and generalist sellers have the customer insight, competitive intelligence, narratives, tools and training required to sell Visa’s portfolio with confidence.

4. Integrated Regional Operating Model and Enterprise Influence

• One-team leadership: Lead a broad community of direct and indirect reports across Business Units, regional, cluster and market teams as one connected B2B and Product Marketing organisation.

• Governance and decision rights: Establish clear roles, decision rights, handoffs, operating rhythms, planning processes and shared goals that enable faster decisions and consistent execution.

• Matrixed influence: Build coalitions across Marketing, Sales, Product, Finance, Analytics, Communications, Client Services and global teams to resolve barriers and accelerate delivery.

• Global partnership: Represent Europe in global B2B and Product Marketing forums, shaping enterprise strategies, sharing best practices and adapting global capabilities to regional opportunities.

5. Measurement, Investment and Marketing Effectiveness

• Commercial scorecard: Own a common B2B Marketing measurement framework that connects brand strength, account engagement, leads, conversion and sales pipeline.

• Investment governance: Direct budgets and resources toward the highest-value opportunities, using business cases, performance insight and financial discipline to maximise impact and ROI.

• Test, learn and scale: Create a systematic approach to experimentation, optimization and playbook development, rapidly scaling what works and stopping activity that does not deliver.

• Analytics partnership: Work closely with Finance, Analytics and Sales Operations to strengthen attribution, certified reporting and confidence in Marketing’s commercial contribution.

6. Innovation, AI and Future-Ready Capabilities

• Capability transformation: Modernise the B2B Marketing operating model, technology, data and agency ecosystem to improve speed, quality, scalability and cost effectiveness.

• Customer view: Promote connected use of customer and account data across Business Units to support a more complete view of customer needs, engagement and opportunity.

• External orientation: Bring emerging market, technology and marketing practices into Visa, translating innovation into practical commercial advantage.

7. Organisation, Talent and Culture

• Leadership at scale: Inspire, align and hold accountable a large, geographically distributed team of direct and indirect contributors.

• Talent development: Build succession depth and differentiated development plans, coaching senior leaders and creating meaningful career pathways across B2B and Product Marketing.

• High-performance culture: Foster a culture of customer obsession, commercial ownership, collaboration, inclusion, speed, learning and constructive challenge.

• Organisational effectiveness: Continuously assess structure, capabilities and capacity to ensure the organisation is equipped to deliver Visa’s evolving growth priorities.

• Change leadership: Communicate a clear vision, build commitment and lead the organisation confidently through transformation and ambiguity.

Visa requires at least 3 days in office, expectations of these days will be confirmed by your Hiring Manager.

Qualifications

Thinking about careers differently...

Visa values transferable experience and diverse perspectives. The strongest candidates will demonstrate

• Extensive senior leadership experience ideally in B2B marketing, product marketing, commercial strategy, sales, go-to-market, or a closely related discipline within a complex, international organisation. 

• A proven record of translating strategy into measurable sales, pipeline, adoption and revenue outcomes.

• Exceptional commercial and financial acumen, including portfolio prioritisation, investment governance, business-case development and ROI management.

• Deep expertise in customer insight, segmentation, positioning, product commercialisation, demand generation, account-based marketing and sales enablement.

• Demonstrated success leading large, distributed teams through both direct authority and influence in a highly matrixed environment.

• Executive presence and the ability to advise, challenge and align senior stakeholders across Marketing, Sales, Product, Finance and regional leadership.

• Strong analytical orientation and experience building performance frameworks that connect marketing activity to commercial outcomes.

• Excellent written, verbal and presentation skills, with the ability to simplify complexity and mobilise diverse teams around a common agenda.

• Experience leading transformation, including operating-model evolution, digital and data capability building, and adoption of AI-enabled marketing practices.

• Global outlook and cultural fluency, with the judgement and empathy to operate effectively across Europe’s diverse markets.

• Bachelor’s degree or equivalent professional experience; advanced business or marketing qualification preferred.

Leadership Impact

By fulfilling these responsibilities, the Vice President, B2B and Product Marketing, Europe will position Marketing as an indispensable commercial partner to the business, connect regional and local execution around shared customer and revenue outcomes, and build the strategy, capabilities and talent required to accelerate Visa’s growth across Europ.

Visa is an EEO Employer

Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, sexual orientation, gender identity, disability or protected veteran status. Visa will also consider for employment qualified applicants with criminal histories in a manner consistent with EEOC guidelines and applicable local law.