GTM Strategy Manager, Visa Direct - Commercial Banks

About the role

The North America Visa Direct Commercialization team is responsible for driving go-to-market execution, client adoption, and business growth across the region. Comprised of payments experts with deep market knowledge and strong analytical capabilities, the team develops and executes go-to-market strategies that drive adoption across money movement use cases, client segments, and payment rails.

Working closely with Product, Sales, Solutioning, Marketing, and other cross-functional partners, the team identifies growth opportunities, quantifies market potential, and delivers compelling, insight-driven narratives that help clients unlock the full value of Visa Direct.

As a GTM Strategy Manager for the commercial bank segment, you will help shape and execute Visa Direct's go-to-market strategy for some of North America's most strategic banks and financial institutions. You will develop data-driven commercialization strategies, create client-facing narratives and sales enablement assets, and support high-impact client engagements.

By synthesizing market trends, client needs, competitive insights, and performance data, you will identify opportunities to accelerate growth, strengthen client value propositions, and drive adoption for commercial bank use cases. This role requires close collaboration with cross-functional stakeholders to translate complex capabilities into clear, actionable business outcomes for clients.

The ideal candidate combines strategic thinking, GTM expertise, and strong analytical skills with experience working with commercial banks and financial institutions. They can identify growth opportunities, influence stakeholders across a matrixed organization, and translate insights into effective go-to-market strategies that drive measurable business impact.

We are looking for a self-starter who brings both analytical rigor and strong storytelling capabilities, with the ability to simplify complexity and communicate ideas effectively to a range of audiences. The ideal candidate is intellectually curious, comfortable operating in a fast-paced environment, and energized by solving complex payments challenges. They are eager to help shape how banks adopt and scale modern money movement solutions and are passionate about the future of payments and financial innovation.

Responsibilities

GTM Strategy & Execution for Commercial Banks

• Lead commercial bank segment GTM strategy, translating market, client, and product insights into commercialization priorities, sales plays, and scalable execution plans that drive adoption and revenue growth.
• Translate priority use cases into clear product stories and materials tailored to commercial bank buyer needs, including, but not limited to, pitch decks, ROI models, talking points, and product one-pagers.
• Manage development and execution of North America GTM strategies by conducting market research and competitive analysis, developing insights into segment growth recommendations.
• Develop a working understanding of Visa Direct money movement products and services across rails, use cases, and verticals.

Sales Excellence & Enablement

• Drive sales enablement and cross-functional execution for high-priority potential clients to accelerate deals from initial engagement through close.
• Learn key client business needs and objectives, tailoring presentations, pitches, and supporting analyses accordingly.
• Partner with internal teams to gather inputs and data and create clear, persuasive client narratives.
• Document and disseminate best practices, templates, and playbooks to help business development and account teams execute consistent client engagement motions.
• Monitor and report on the effectiveness of client engagement strategies (e.g., pipeline progression, conversion, and adoption), and recommend improvements.

Market Activation & Thought Leadership

• Partner with global and regional marketing teams to develop client-ready content and activation plans, such as briefs, use-case messaging, proof points, FAQs, and campaign assets, ensuring Visa Direct is accurately and effectively positioned for commercial banks and financial institutions.
• Develop thought leadership, strategic narratives, and segment-specific messaging that translate market trends, client needs, and product capabilities into compelling value propositions for priority audiences.
• Partner with cross-functional teams to shape, refine, and deliver high-impact client experiences, executive presentations, sales assets, and market-facing content; leverage feedback and performance insights to continuously improve effectiveness and engagement.

This is a hybrid position. Expectation of days in the office will be confirmed by your Hiring Manager.

Basic Qualifications

• Bachelor's degree and 5+ years of relevant experience (or equivalent combination of education and experience).
• Strong analytical and problem-solving skills; comfortable working with data to generate actionable insights.
• Experience building structured analyses and executive-ready materials (e.g., Excel models and PowerPoint storylines).
• Strong written and verbal communication skills with the ability to explain complex concepts clearly.

Preferred Qualifications

• 5+ years of experience in payments, fintech, financial services, consulting, go-to-market strategy, product marketing, commercialization, or related fields.
• Experience working with commercial banks, financial institutions, or treasury organizations is strongly preferred but not required.
• Strong understanding of go-to-market fundamentals, including market segmentation, value proposition development, positioning, sales enablement, and commercialization planning.
• Experience developing business cases, market assessments, opportunity sizing, and growth strategies using quantitative and qualitative insights.
• Exceptional storytelling and communication skills, with the ability to translate complex concepts into compelling narratives for clients, sales teams, and executive stakeholders.
• Strong analytical capabilities and experience leveraging data to inform strategic recommendations; experience with SQL, Tableau, Power BI, or similar tools is a plus.
• Proven ability to lead cross-functional initiatives, manage multiple priorities, and influence stakeholders across a highly matrixed organization.
• Strong project management, organizational, and problem-solving skills, with a track record of driving execution and delivering results in fast-paced environments.

Pay and benefits

For roles located in the US, the estimated salary range for this position is $149,400.00 to $ 238,500.00 USD per year, which may include potential sales incentive payments (if applicable). Salary may vary depending on job-related factors which may include knowledge, skills, experience, and location. In addition, this position may be eligible for bonus and equity.Visa has a comprehensive benefits package for which this position may be eligible that includes Medical, Dental, Vision, 401(k), FSA/HSA, Life Insurance, Paid Time Off, and Wellness Program.

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.