Visa
Demand Generation Ops Director
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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 B2B Marketing Director, Demand Generation & Marketing Operations is a strategic and execution-focused leadership role responsible for driving audience-centric demand generation, account-based marketing (ABM), lead-to-revenue operations, marketing performance, and adoption of Martech and AI capabilities across Europe. The role sits at the intersection of Marketing, Sales, and Technology, ensuring B2B marketing investments translate into measurable pipeline and revenue impact.
Responsibilities
Working across Europe, the focus spans demand generation, ABM, target account strategy, buying-group marketing, lead management, measurement and reporting, Martech adoption, AI-enabled marketing capabilities, and optimization of agency and partner relationships.
- Demand Generation Strategy & Audience Planning: Own and continuously evolve audience-centric demand generation strategies across Europe. Establish frameworks for target account selection, segmentation, buying group targeting, campaign planning, and performance optimization to improve marketing effectiveness and business impact.
- Account-Based Marketing & Pipeline Growth: Lead the scale-up of ABM capabilities across business units and markets. Develop repeatable frameworks for 1:1 and 1:Few programs, enable field marketing teams, and drive measurable contribution to our sales and revenue pipeline.
- Lead-to-Revenue Operations, Data & AI: Define and improve lead management processes, routing, SLAs, nurturing strategies, and reporting frameworks. Partner with Sales and Digital Sales to improve conversion performance while leveraging data, automation, and AI-powered capabilities to accelerate speed-to-revenue and improve decision-making.
- Digital Sales Alignment & BDR Enablement: Strengthen the connection between Marketing and Digital Sales by defining clear lead handoff SLAs, ensuring MQLs are campaign-ready, and creating structured feedback loops with BDR managers and Sales Operations. The role should establish regular MQL performance reviews, support BDR enablement on nurture follow-up and conversion blockers, and ensure outbound campaigns, TAL updates, and signal routing workflows are fully aligned with Digital Sales outreach plans.
- Marketing Performance, Measurement & Insights: Establish standardized measurement frameworks that combine campaign performance, media effectiveness, first-party data, intent signals, and business outcomes. Explore and scale AI-enabled reporting and analytics capabilities that improve visibility into marketing impact and support investment decisions.
- Martech Adoption, Governance & Ways of Working: Drive regional adoption of marketing technology and AI platforms, partnering with global capability owners to pilot and scale new solutions. Establish governance, process consistency, transparency, and operational excellence across teams, agencies, and partners.
- Stakeholder Leadership & Capability Building: Act as a trusted partner to Marketing, Sales, Digital Sales, Analytics, and Technology stakeholders. Influence without authority in a matrixed environment while enabling teams through frameworks, training, best practices, and thought leadership on ABM, AI, lead-to-revenue, and modern demand generation.
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Success in this role is demonstrated through improved campaign performance, increased contribution to pipeline and revenue, successful scaling of ABM programs, higher lead-to-opportunity conversion rates, adoption of Martech and AI capabilities, stronger sales and marketing alignment, and recognition as a trusted strategic partner across the European organization.
Visa requires at least 3 days in office, expectations of these days will be confirmed by your Hiring Manager.
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Qualifications
Experience & Background:
- Significant experience in B2B demand generation, ABM, marketing operations, or revenue marketing leadership roles.
- Proven success driving pipeline growth, sales alignment, and measurable business outcomes across complex, matrixed organisations.
- Experience influencing senior stakeholders and leading cross-functional initiatives across Marketing, Sales, and Technology.
- Financial services, payments, fintech, or technology industry experience preferred.
Demand Generation & ABM Expertise:
- Deep understanding of demand generation, ABM, lead management, audience segmentation, buying-group marketing, and pipeline acceleration.
- Experience developing scalable frameworks, operating models, and playbooks that drive commercial impact.
- Strong knowledge of target account strategies, sales motions, and lead-to-revenue processes.
Data, Martech & AI:
- Strong analytical mindset with experience leveraging data, measurement, automation, and AI capabilities to improve marketing performance.
- Working knowledge of marketing automation, CRM, analytics, and ABM technology platforms.
- Ability to translate insights into actionable recommendations and business decisions.
Leadership & Ways Of Working:
- Strategic leader capable of balancing long-term capability building with near-term commercial priorities.
- Effective communicator and collaborator with a track record of driving change through influence and enablement.
- Comfortable operating in fast-paced environments, bringing structure, clarity, and accountability.
- Experienced people leader with a focus on talent development, operational excellence, and continuous improvement.
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.
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