Case study · Visa

Repositioning a global payments leader

Role · Sr. Manager Director, Global Product & Corporate MarketingSector · Fintech · Global Payments · Issuer & Merchant Programs

Headline outcome

U.S. patents secured in payments & identity · 22% lift in web traffic from global repositioning · 80% increase in repeat benefit usage · 560% improvement in merchant participation.

The Challenge

Where we started

—The world's largest payments network with outdated brand expression for consumers and employees
—Cardholder benefits were under-utilized and inconsistently merchandised across regions and channels.
—Mass-banked prepaid was an emerging growth opportunity without a unified GTM motion.
—Significant IP creation across payments and identity required productization and protection.

The Approach

What we built

—Led global repositioning and a cross-channel content strategy for issuers, merchants, consumers and employees.
—Built the 4-pillar cardholder benefits framework for Visa Signature to unify merchandising and increase repeat usage and compete with AMEX Black.
—Drove GTM for mass-banked prepaid across product, partner, and channel marketing.
—Authored and secured 6 U.S. patents in payment processing and identity verification.

The Outcome