Visa recently appointed Frank Cooper III to a chief marketing officer (CMO) role. The executive will begin his tenure with the company this May.
“Frank 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,” said Al Kelly, chairman and CEO, Visa. “We are thrilled to welcome Frank to Visa and for the broad perspective and skillful leadership he will bring to our business and ongoing brand evolution.”
Under his new role, Cooper will be tasked with leading the company’s global marketing tactics in hopes of accelerating demand for its products and services. Based in New York, he will also help launch global campaigns and sponsorships to strengthen the company’s brand, a press release reported.
In addition to his CMO duties, the executive will also form part of the company’s executive committee and report to Kelly.
“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,” Cooper said.
With experience spanning the global technology, entertainment, consumer goods and financial service/branding fields, the executive will complete his new tasks using knowledge garnered throughout the course of his career. Before taking on his new position with Visa, he served as senior managing director and Global CMO of BlackRock.
Before that, the Harvard Law School and University of California at Berkeley graduate worked as chief marketing and creative officer for BuzzFeed and at PepsiCo's Global Beverage Group as CMO of Global Consumer Engagement. He also took on a senior executive job at Motown and Def Jam. Some of his recognitions were given by “Fast Company,” the “Billboard's Power 100" and AdColor.
“The Visa brand is among the world’s most respected and recognizable, and I am truly excited for the opportunity to build on the work that has come before me,” Cooper said.