The Challenge
Visa is the world's payments backbone touching 200+ countries. You'll own CRM strategy for both direct consumers and strategic partners, building campaigns that reduce churn, drive activation, and unlock transactional growth at global scale.
Your Mission
Map current CRM tech stack, customer journey, and first-party data assets; identify quick wins for campaign optimization
Execute 2-3 retention/reactivation campaigns leveraging segmentation and A/B testing to establish baseline engagement metrics
Build stakeholder alignment with IT, call centers, and agency partners on CRM roadmap and governance
Define and establish tracking for core lifecycle KPIs (acquisition cost, activation rate, churn, LTV)
Scale CRM platform to support monetization of first-party data and D2C channels with 15%+ lift in customer lifetime value
Deliver integrated campaign strategy connecting CRM to media, promotions, and web/mobile touchpoints with measurable attribution
Build internal capability: train teams on segmentation, testing, and usability best practices; establish CRM governance
Present ROI business case to C-suite showing CRM contribution to transactional growth and customer retention
KPIs You'll Own
Customer Acquisition Cost (CAC)
Track cost-per-acquired customer via CRM campaigns to optimize spend and channel mix.
Churn Rate & Retention Cohort
Measure monthly/quarterly churn by segment and retention lift from lifecycle campaigns.
Customer Lifetime Value (LTV)
Benchmark LTV by cohort, segment, and campaign type; target 15%+ improvement year-over-year.
Campaign Engagement Rate
Open, click, conversion rates by segment; success threshold 25%+ above control group in A/B tests.
First-Party Data Activation ROI
Revenue generated from first-party data segmentation and personalization vs. cost of activation.
Tools & Stack
Your Team
Your Manager
VP of Marketing or Chief Marketing Officer (Visa DTC/Consumer segment)
Current Team
CRM specialists, campaign managers, data analysts, e-commerce ops team, IT/technology partners
Likely backfill or expansion-senior-level strategic hire to lead fragmented CRM efforts across direct and partner channels
The Package
Salary
$120K-$160K USD base
Variable
15-25% annual bonus tied to campaign ROI and retention metrics
Remote
On-site in Greater Buenos Aires; hybrid model details confirmed by hiring manager. Expectation of regular office days.
Benefits & Perks
Company Intelligence
Visa is a global payments technology leader facilitating transactions between consumers, merchants, financial institutions, and governments across 200+ countries. The company is mission-driven-'uplifting everyone, everywhere by being the best way to pay and be paid'-and scales impact across billions of transactions.
Customers
Financial institutions, merchants, governments, 2B+ consumers globally
Culture
Impact-focused, global, innovation-driven, cross-functional collaboration
Is This Role For You?
- You've led CRM teams or campaigns that moved retention/churn KPIs-with real revenue impact to show for it
- You're fluent in Adobe suite and comfortable with first-party data activation, segmentation, and A/B testing
- You thrive in matrix environments; you can negotiate with IT, agencies, and C-suite stakeholders without ego
- You're bilingual (English + Spanish preferred) and excited by fintech/payments innovation at global scale
- You put consumer experience first and can translate insights into business strategy, not just tactical campaigns
- You've only done B2B demand gen or partner marketing; B2C lifecycle/DTC is non-negotiable here
- You're heads-down tactical operator; this role demands strategic business perspective and stakeholder navigation
- You can't get hands-on with data, testing, and tools-or you hate the ambiguity of building CRM from fragmented starting point
Interview Process
Recruiter Screen
Confirm CRM background, Adobe/Salesforce fluency, and DTC/ecommerce experience; discuss Argentina relocation if applicable
Hiring Manager Deep Dive
Present 2-3 CRM case studies showing campaign design, testing methodology, and revenue impact; discuss approach to stakeholder alignment
Cross-Functional Panel
Meet IT, data, and merchant/partner teams; assess ability to communicate across silos and understand technical constraints
Executive Presentation
Present 90-day CRM strategy and ROI roadmap to VP/C-level stakeholder; storytelling and strategic thinking evaluated
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Context
About CRM & Lifecycle roles
CRM & lifecycle marketers own the post-acquisition journey. They design onboarding sequences, retention campaigns, win-back flows, and loyalty programs that maximize customer lifetime value.