Senior Manager - Marketing Analytics

Team Summary

The Marketing Insights & Analytics team sits within the Marketing function of Visa in Asia Pacific (AP) with a vision to be an insight-led engine of advisory.  The team delivers insights & marketing measurement analytics based advisory to internal Visa stakeholders and as a Value-Added Service (VAS) to our clients & partners.  

What a Senior Manager – Insights & Analytics, Asia Pacific does at Visa:

This Sr Mgr role reports to the Head of Marketing Analytics for AP and will operate within the Marketing Measurement practice area with a focus on research and survey-based measurement deploying varied tools & solutions and developing and running Marketing Measurement for Visa.  This role will support AP Marketing function with relevant insights for campaign briefs & creative development, measurement of marketing investment impact on the business & brand in short term as well as long term using research methods and advanced analysis techniques.  The incumbent will manage & provide mentorship to a junior member of the team, training them to operationalize a best-in-class campaign & brand tracking program and coaching how to uncover insights to optimize marketing effectiveness.

Manage end to end insight input into marketing planning, execution and measurement and be a strategic advisor for AP marketing function

• develop & execute creative development research plan (qual/quant exploration & testing) for key marketing initiatives
• maintain an ongoing synthesis of evidence-backed best practices for creative development
• maintain close cadence of communication & advisory with regional & global creative and media leads as well as local marketing leads
• collaborate and align with marketing measurement team on creative targets and KPIs
• communicate, influence and align with global marketing research counterparts
• Oversee the brand and campaign measurement operations to ensure that in-market activities are tracked
• Track campaign measurement to analyze and report in-market performance
• Communicate learnings & best practice to countries and summarize regionally from the integration of creative, campaign, brand health and business results
• Uncover & apply new approaches to measuring marketing effectiveness across media, esp. in digital & social media channels
• Implement global approach to social scoring & uncover best practices for Marketing to be more effective and efficient with social media

Key Performance Indicators

• • Marketing creatives that surpass industry benchmarks for pre-testing
  • Delivery of timely campaign measurement, promoting practices that drive marketing effectiveness
  • Supporting brand health measurement, promoting practices that contribute to meeting brand health targets and growing brand health

Why this is important to Visa

The Sr Mgr plays a vital role in ensuring the best quality, award-winning creative is brought to market, promotes assessment and optimization of marketing investment. Additionally, this role will partner with our Global Insights & Analytics team to roll-out & implement a standard brand tracking program. 

The incumbent should be an expert at marketing measurement research methods including uncovering audience insights for creative briefs, early-stage creative concept testing, Pre-Ad testing, Ad & Brand tracking, cross-media research and test-control analysis.  Should possess rigorous experience in integrating marketing performance insights to clearly communicate and recommend actions. 

• Relevant graduate degree from top-tier institution or similar academic experience such as Business Management, Social Sciences, Economics, Statistics etc.
• Min. 10 years of experience in a global or multi-national business strongly preferred, including time in marketing research or media research; preferably marketing or media research agency experience servicing clients
• Strong marketing research capabilities including qualitative & quantitative research, pre-Ad testing, Ad & Brand tracking, media research as well as survey project management experience
• Understanding of how Marketing function operates and executes campaigns
• Excellent storytelling, presentation, verbal & written communication skills
• Active Team player & contributor with strong interpersonal and relationship building skills
• Exposure to R/Python, and proficiency to SPSS Survey reporter (or other cross-tabulation tool) applications including Excel and Power Point
• People leadership – the senior manager will be managing an associate responsible for brand and campaign measurement operations. The role will involve leading, training, and providing mentorship to the associate
• Ensure operational efficiency and accuracy of the brand & campaign measurement program
• Ensure ongoing insightful reporting & learnings are delivered at country level, but also summarize at regional level

Visa looks at each and every team member as a leader that exemplifies specific leadership qualities; some critical leadership principles needed for this role:

• We act decisively by responding quickly and effectively to changing needs; being a self-starter & entrepreneurial, proactively managing deliverables and expectations
• We communicate openly, honestly and respectfully by building relationships across local, regional and global lines – ensuring opinions are heard
• We excel with partners by building consensus and influencing a broad set of constituencies
• We enable & inspire by actively promoting an environment of inclusion and diversity of thought

What will also help:

• Post graduate or MBA degree
• Advance marketing analytics techniques like media mix modelling, regression, driver, cluster analysis,
• Broad understanding/experience in payment cards & financial services is a plus
• Proven ability to work in dynamic matrixed organizational environment and operate effectively under ambiguity
• Able to engage, influence and build credibility with management and key stakeholders
• Experience and familiarity working in Asia Pacific countries with understanding of cultural differences
• Multiple language capability a plus (e.g. Mandarin, Cantonese, Japanese, Korean)

Projects you will be a part of:

• Build working relationships with key stakeholders; the AP Hub & Country Marketing teams and Global Insights & Analytics team to develop and deliver timely, consistent, and accurate marketing measurement-based insights
• Manage and oversee survey-based marketing measurement projects for all AP countries:
• Marketing communication development and pre-Ad testing research
• Liaise with Global Insights & Analytics team for implementation and running of Ad & Brand tracking projects, ensuring timely, consistent reporting, and presenting of the results to all key stakeholders
• Project & vendor management: timely management of projects & its deliverables, implement appropriate processes & quality control measures and ensure vendor’s deliverables meet service-level agreement (SLA)
• Amalgamate various data sources to develop and communicate best practice marketing effectiveness guidelines and provide insights for marketing optimization and investment decision making
• Manage result sharing presentation conversations with all key stakeholders by adopting effective storytelling approach with clear and succinct communication
• Manage advance research & analysis methods to uncover long-term impact of marketing
• Analyze, report & present results for co-marketing campaigns using Client & Merchant Marketing Measurement tool

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.