Visa has appointed Frank Cooper III (pictured) as its global CMO, effective May 2022. Cooper will also serve as a member of the company’s executive committee and report to Alfred Kelly, chairman and CEO, Visa. He was formerly senior managing director and global CMO at BlackRock, an investment management company, for over five years. As global CMO, Cooper will lead the global marketing organisation to drive demand for Visa's products, services and solutions. He will also guide all facets of the brand from amplifying its purpose through campaigns and activations to delivering value with its global sponsorships.
Kelly said that Cooper is a rare mix of creative brand strategist with strong business acumen and a leader who understands the deeper brand opportunity that comes from leading with purpose. “We are thrilled to welcome Cooper to Visa and for the broad perspective and skillful leadership he will bring to our business and ongoing brand evolution," he added.
Cooper brings extensive experience that spans global technology, entertainment, consumer goods and financial services brands. Prior to joining BlackRock, Cooper was chief marketing and chief creative officer at BuzzFeed , where he over saw BuzzFeed’s creative services team, market research, business-to-business and consumer marketing. He also worked with CMOs, agency and advertising executives to build global strategic brand partnerships. During his time there, he reported to Greg Coleman, president, BuzzFeed.
Before that, Cooper was with PepsiCo for about 12 years. According to his LinkedIn, Cooper first joined PepsiCo in January 2003 as VP of marketing, and later took on the roles of CMO for sparkling beverages and global consumer engagement in July 2005 and January 2010 respectively. He was also previously VP, interactive marketing at America Online. Cooper has also worked at companies such as Urban Box Office Network, Tommy Boy Music and Def Jam Recordings.
Cooper said that the Visa brand is among the world’s most respected and recognisable and he is excited for the opportunity to build on the work that has come before him. “The power of a great brand comes from providing outstanding products that make a meaningful difference in people’s lives – and the world-at-large – and I look forward to beginning my new role knowing how foundational both of these things are to Visa," he added.
Cooper replaces Lynne Biggar, who stepped down last month after six years with the company, the Wall Street Journal reported.
Separately, Visa promoted Karen McGregor to head of consumer brand marketing, APAC last month. In her new role, McGregor stewards the brand to support business growth, champion Visa’s strategic brand evolution efforts, and provide strategic leadership across brand, campaign, content and media, Visa's spokesperson told MARKETING-INTERACTIVE then. She also represents APAC on Visa’s global brand council, and remains on the APAC marketing leadership team, reporting to Danielle Jin, SVP, head of marketing, APAC. McGregor was formerly Visa's head of marketing for Singapore, Malaysia and Thailand for close to two years.
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