The Challenge
Visa is rolling out its global D2C strategy to Mexico and needs a seasoned CRM leader to drive consumer acquisition, retention, and lifetime value. You'll own the full customer journey—from first touchpoint to loyal transactor—across millions of consumers and enterprise clients.
Your Mission
Map current D2C consumer journey and identify top 3 optimization opportunities (churn, activation, LTV)
Audit existing CRM tech stack and recommend platform/tools consolidation
Define and lock KPIs/OKRs for Q1-Q2 with regional leadership buy-in
Launch first lifecycle campaign cohort with baseline performance benchmarks
Deliver 15%+ growth in opted-in first-party data assets and 1st-party model monetization
Reduce customer churn by 8-12% through optimized lifecycle management and sequential retargeting
Establish regional playbook: test plans, learnings, and best practices deployed across Latin America
Increase Visa.com.mx conversion rate by 20% through UX improvements and content optimization
KPIs You'll Own
Customer Acquisition Cost (CAC)
Cost per opted-in consumer acquired through D2C channels; baseline and reduce by 10%+ within 6 months.
Customer Lifetime Value (LTV)
Total transactional value per consumer over their lifecycle; grow through improved retention and activation.
Churn Rate
Percentage of opted-in consumers becoming inactive; target 8-12% reduction via lifecycle triggers.
Email/SMS Engagement Rate
Open, click, and conversion rates across segmented lifecycle campaigns; optimize frequency and messaging.
Conversion Funnel Rate
Visitor-to-opted-in and opted-in-to-transactor rates on Visa.com.mx; measure UX and content impact.
Tools & Stack
Your Team
Your Manager
Visa Marketing Director, Latin America
Current Team
Regional marketing team, Product & Technology teams, UX/IT agencies
Backfill or new strategic hire to lead D2C expansion in Mexico
The Package
Salary
$90K-$130K base
Remote
On-site, Mexico City Metropolitan Area
Benefits & Perks
Company Intelligence
Visa is a global payments technology leader facilitating transactions across 200+ countries. The company powers consumers, merchants, financial institutions, and governments with secure, scalable payment solutions. Visa's LatAm growth strategy hinges on direct-to-consumer digital expansion.
Is This Role For You?
- You've owned CRM strategy and lifecycle campaigns end-to-end (acquisition, activation, retention, LTV optimization)
- You're obsessed with conversion metrics: funnel analysis, segmentation, behavioral triggers, and incrementality testing
- You can tell a story with data: insights → hypotheses → campaigns → optimization loops
- You thrive in matrix environments managing agencies, product teams, and stakeholders across regions
- You have hands-on experience with CRM platforms (Salesforce, Oracle, Adobe) and marketing automation
- You prefer brand-building over performance marketing; this role is all about metrics and ROI
- You need remote flexibility; this is on-site in Mexico City
- You lack CRM platform expertise or have only worked in demand generation/paid channels
- You're uncomfortable challenging leadership or advocating for consumer-first decisions over short-term revenue
Interview Process
Screening Call (30 min)
Visa recruiter vets experience with CRM, D2C, and LatAm market context
Case Study (Take-home)
Analyze a D2C funnel, recommend optimizations, define KPIs and test plan
Hiring Manager Interview (60 min)
Deep dive on CRM strategy, lifecycle management, and leadership approach; discuss vision for Visa Mexico D2C
Stakeholder Panel (60 min)
Meet Product Director, Technology Lead, and Regional Marketing; discuss collaboration and execution
Final Round (30 min)
Leadership/executive conversation on strategic priorities and career fit
Interested in this role?
Apply now and hear back within days, not weeks.
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About Growth Marketing Roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.