In Snowflake, this would be a VARIANT column. You could provide the VARIANT column containing the JSON as a payload column whether you create the VARIANT yourself or if it’s provided from your source data.
Alex is right. We have implemented similarly on our side where on the stage layer (view) we created a derived column specifically what we wanted to put in Satellite as variant using TO_JSON as mentioned by Alex. On our side, we were more of converting the columns into JSON structure and saving it but I would think it would be similar for rows as well.