Sr. Marketing Manager, Brand Portfolio & Acquisition Mgmt
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
We are looking for a highly strategic, organized, and collaborative Sr. Marketing Manager, Brand Portfolio & Architecture to help shape and simplify our growing brand and product ecosystem.
In this role, you will support the strategy and execution required to integrate acquired companies, retire legacy brands, clarify product and solution architecture, and create a more cohesive experience for customers, partners, employees, and the market.
This is a hands-on role for someone who can move comfortably between strategic thinking and tactical execution—developing frameworks, aligning stakeholders, managing workplans, and ensuring decisions show up clearly across channels and materials.
Like all roles, this position requires digital fluency, including the ability to work with emerging technologies such as Generative AI tools, including ChatGPT and Microsoft Copilot, to support everyday work.
Key Responsibilities:
Brand Portfolio & Architecture:
- Support the development and management of the company’s brand portfolio architecture, including the relationship between the master brand, acquired brands, legacy brands, product brands, solution names, partner offerings, and internal naming systems.
- Create frameworks for when to retain, endorse, migrate, consolidate, rename, or retire brands.
- Map the current-state brand and product portfolio to identify overlap, complexity, inconsistency, or customer confusion.
- Partner with Marketing and Product leaders to define future-state brand architecture recommendations and translate them into guidelines, tools, and decision criteria.
- Monitor usage of legacy brands, outdated names, and inconsistent portfolio references across key channels and materials.
Acquisition & Legacy Brand Integration:
- Support brand and marketing integration planning for acquisitions, including assessment of brand equity, customer awareness, digital footprint, sales impact, customer risk, and operational complexity.
- Develop brand migration plans with recommended timing, messaging, milestones, risks, dependencies, and implementation needs.
- Coordinate execution across web, creative, content, product marketing, communications, sales enablement, legal, customer marketing, and customer success.
- Support the retirement or transition of legacy brands in a way that minimizes confusion and protects customer trust.
- Maintain integration trackers, decision logs, stakeholder maps, timelines, and implementation plans.
Product & Solution Architecture:
- Partner with Product and Product Marketing to clarify how products, platforms, suites, modules, bundles, tiers, services, and solutions fit within the broader brand architecture.
- Develop product naming principles, decision criteria, hierarchy maps, messaging frameworks, and launch guidance for new and existing offerings.
- 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.
Integrated Marketing & Go-to-Market Execution:
- Translate brand and product architecture decisions into actionable integrated marketing plans, strategic briefs, messaging frameworks, launch plans, FAQs, sales enablement materials, and internal rollout guidance.
- Coordinate cross-functional execution across web, content, creative, demand generation, communications, events, sales enablement, customer marketing, product marketing, and agencies.
- Ensure consistent application of brand architecture decisions across customer-facing and internal channels.
- Support major brand migrations, product launches, repositioning efforts, naming updates, and sunset campaigns.
Brand Governance & Operational Excellence:
- 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; track open decisions, risks, dependencies, approvals, timelines, and implementation progress.
- Partner with teams to update or retire outdated brand references across websites, decks, collateral, campaigns, product interfaces, internal systems, and customer communications.
- Create repeatable processes that allow brand and portfolio decisions to scale as the company grows.
Strategic Planning & Insights:
- 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 acquisitions or product expansion.
What Success Looks Like:
- A clearer, more scalable brand and product architecture that reduces complexity and improves customer understanding.
- Acquired and legacy brands are integrated, migrated, or retired with thoughtful strategy, strong coordination, and minimal customer confusion.
- Product and solution naming becomes more consistent, intuitive, and aligned to business priorities.
- Teams across Marketing, Product, Sales, Legal, Communications, and Customer Success understand how to make and apply brand and naming decisions.
- Brand architecture strategy is translated into real execution across websites, campaigns, decks, collateral, product experiences, and customer communications.
- Cross-functional workstreams are well organized, decisions are documented, and governance reduces one-off naming decisions.
This is a Hybrid position to be located in our Austin, TX office location. Visa requires at least 3 days in office, expectations of these days will be confirmed by your Hiring Manager.
Qualifications
Basic Qualifications:
- 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.
Preferred Qualifications:
- 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, including brand architecture, naming strategy, positioning, messaging, portfolio strategy, or product hierarchy.
- Experience supporting rebrands, brand migrations, acquisition integrations, product launches, portfolio simplification, or major go-to-market initiatives.
- Strong project management skills, with the ability to manage complex timelines, workstreams, approvals, risks, and dependencies.
- Excellent communication and storytelling skills, including the ability to create clear briefs, frameworks, presentations, and executive-ready recommendations.
- Strong cross-functional collaboration skills, with experience partnering across Marketing, Product, Product Marketing, Sales, Legal, Communications, Customer Success, Operations, and agencies.
- 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, especially in B2B, technology, financial services, payments, SaaS, marketplaces, platforms, or other complex portfolio businesses.
- 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.
Location
Austin, TX — Hybrid work schedule required
Information for US Applicants
Work Hours
Varies upon the needs of the department.
Travel Requirements
This position requires travel 5-10% of the time.
Mental/Physical Requirements
This position will be performed in an office setting. The position will require the incumbent to sit and stand at a desk, communicate in person and by telephone, frequently operate standard office equipment, such as telephones and computers.
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 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.