Lynne Biggar, Visa CMO to resign early 2022
After nearly six years as Visa’s chief marketing officer, Lynne Biggar is preparing to step down from the role with the financial services corporation early next year.
“After an incredibly rewarding 6 years, we announced earlier today my plan to step down as Visa’s Global Chief Marketing Officer sometime in early 2022 to pursue my next big adventure,” Biggar said announcing the news on LinkedIn. “It has been an honour to be the steward of such a powerful brand as Visa and inspiring to see our purpose brought to life through the work of Visa’s amazing Brand & Marketing team.”
Biggar mentioned Visa’s evolution in establishing b-to-b and hybrid business/consumer marketing practices. Among her other highlights at Visa, she noted developing sponsorship activations at FIFA World Cups, the Olympics and NFL.
She thanked her colleagues and Visa CEO Alfred Kelly while also saying that Visa will continue to accelerate its growth of business and reinforce its value as the trusted engine of commerce and a network working for everyone.
Driving Visa’s rebrand
Biggar originally joined Visa in February 2016. Before her six-year stint at Visa, Biggar spent three years with Time Inc. as evp of consumer marketing and revenue. She originally spent over 21 years with American Express from 1992-2013 in several senior executive roles with the company.
Biggar played a significant part this year in Visa’s rebrand. As a part of the marketing overhaul, Visa updated its brand mark to a lighter shade of blue while streamlining the brand’s logo. Visa also worked with creative agency of record Wieden+Kennedy on a campaign titled “Meet Visa” that debuted during the Tokyo Olympics opening ceremony.
Last year, Biggar and Visa were forced to pivot its marketing strategy for the Olympics in Tokyo due to the Covid-19 pandemic, which postponed the games from 2020 to 2021. The brand created athlete PSAs about proper hygiene and protecting others from contracting the disease instead of its original plan of a grand showcase for its 100 sponsored athletes.
In July, Visa’s Q3 earnings showed net revenues rising 27% to $6.1 billion for the company, allowing Biggar to complete her tenure on a particularly high note.
RECOMMENDED ARTICLES
Comment
No comments found.