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.
