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About the Role

Visa is seeking a Sr. Marketing Manager, Brand Portfolio & Architecture to shape and simplify its brand and product ecosystem. This role supports the integration of acquired companies, retirement of legacy brands, clarification of product architecture, and creation of a cohesive customer experience. It requires a blend of strategic thinking and tactical execution, including managing workplans and stakeholder alignment. Digital fluency, including experience with Generative AI tools like ChatGPT and Microsoft Copilot, is also necessary.

Responsibilities

Support the development and management of the company’s brand portfolio architecture.
Create frameworks for brand retention, endorsement, migration, consolidation, renaming, or retirement.
Map the current-state brand and product portfolio to identify issues.
Partner with Marketing and Product leaders to define future-state brand architecture recommendations.
Monitor usage of legacy brands, outdated names, and inconsistent portfolio references.
Support brand and marketing integration planning for acquisitions.
Develop brand migration plans with recommended timing, messaging, milestones, risks, dependencies, and implementation needs.
Coordinate execution across various teams for brand integration.
Support the retirement or transition of legacy brands.
Maintain integration trackers, decision logs, stakeholder maps, timelines, and implementation plans.
Partner with Product and Product Marketing to clarify product, platform, and solution alignment within the brand architecture.
Develop product naming principles, decision criteria, hierarchy maps, messaging frameworks, and launch guidance.
Identify opportunities to simplify product names, descriptors, taxonomies, and customer-facing portfolio language.
Ensure product and solution architecture supports customer understanding, sales conversations, marketing campaigns, and future portfolio growth.
Translate brand and product architecture decisions into actionable integrated marketing plans.
Coordinate cross-functional execution for integrated marketing efforts.
Ensure consistent application of brand architecture decisions across channels.
Support major brand migrations, product launches, repositioning efforts, naming updates, and sunset campaigns.
Build and maintain governance processes for brand architecture, naming, brand migration, and portfolio decisions.
Create and manage tools such as decision trees, naming guidelines, migration checklists, approval workflows, and brand architecture playbooks.
Facilitate cross-functional working sessions and stakeholder reviews.
Partner with teams to update or retire outdated brand references across various platforms.
Create repeatable processes that allow brand and portfolio decisions to scale.
Support recurring portfolio reviews to evaluate the clarity, consistency, and effectiveness of the brand and product ecosystem.
Gather and synthesize inputs from customer research, competitive analysis, sales feedback, business priorities, product roadmaps, and performance data.
Develop executive-ready presentations, strategy documents, recommendations, and roadmaps.
Identify opportunities to reduce complexity, strengthen brand equity, improve customer understanding, and support future growth.

Requirements

8 or more years of relevant work experience with a bachelor's degree or at least 5 years of experience with an Advanced Degree (e.g. Masters, MBA, JD, MD) or 2 years of work experience with a PhD.
9 or more years of relevant work experience with a Bachelor’s Degree or 7 or more relevant years of experience with an Advanced Degree (e.g. Masters, MBA, JD, MD) or 3 or more years of experience with a PhD
7+ years of experience in brand strategy, brand management, portfolio marketing, product marketing, integrated marketing, strategic marketing, or brand consulting.
Experience working with complex brand, product, solution, or service portfolios.
Experience supporting rebrands, brand migrations, acquisition integrations, product launches, portfolio simplification, or major go-to-market initiatives.
Strong project management skills.
Excellent communication and storytelling skills.
Strong cross-functional collaboration skills.
Ability to bring structure to ambiguity, simplify complex topics, and move between strategic planning and hands-on implementation.
Strong attention to detail and commitment to high-quality execution.
Experience in a company that has grown through acquisitions.
Experience with product naming, taxonomy, packaging, tiering, solution architecture, or offer architecture.
Experience supporting M&A integration from a brand, marketing, communications, or product marketing perspective.
Familiarity with customer research, competitive analysis, brand equity research, segmentation, or market insights.
Experience working with global or multi-region teams and creating governance processes, playbooks, guidelines, or operating models.
Experience managing agencies, consultants, or external partners.

Skills

Brand strategy
Brand management
Portfolio marketing
Product marketing
Integrated marketing
Strategic marketing
Brand consulting
Brand architecture
Naming strategy
Positioning
Messaging
Portfolio strategy
Product hierarchy
Project management
Communication
Storytelling
Cross-functional collaboration
Strategic planning
Hands-on implementation
Attention to detail
M&A integration
Customer research
Competitive analysis
Brand equity research
Segmentation
Market insights
Governance processes
Playbooks
Guidelines
Operating models
Agency management
Digital fluency
Generative AI tools
ChatGPT
Microsoft Copilot

Location

Austin, TX

Work Type

Hybrid
Full-time

Experience Level

Senior
8+ years
5+ years
2+ years
9+ years
7+ years
3+ years

Education Level

Bachelor's degree
Advanced Degree (e.g. Masters, MBA, JD, MD)
PhD

Salary/Compensations

$138,300.00 - $221,600.00 USD per year

Benefits

Medical
Dental
Vision
401(k)
FSA/HSA
Life Insurance
Paid Time Off
Wellness Program

About the Company

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.

Equal Opportunity

Qualified applicants will receive consideration for employment without regard to race, color religion, sex, national origin, sexual orientation, gender identity, disability or protect veteran status.
Visa will also consider for employment qualified applicants with criminal histories in a manner consistent with the EEOC guidelines and applicable local law.