Visa Names Frank Cooper III as Marketing Chief

Visa has named BlackRock and BuzzFeed veteran Frank Cooper III to serve as its new chief marketing officer (CMO).

According to a company news release Wednesday (March 2), Cooper is set to begin his new role in May, also joining the company’ executive committee.

“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,” Visa Chairman and CEO Al Kelly said. “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.”

As CMO, Cooper will lead Visa’s global marketing efforts, guiding “all facets of the brand from amplifying our purpose through campaigns and activations to delivering value with our global sponsorships,” the company said.

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Prior to joining Visa, Cooper spent five years with BlackRock as senior managing director and global CMO. Before that, he was BuzzFeed’s marketing and creative lead, as well as CMO of global consumer engagement at Pepsi.

Cooper has also held senior executive roles at the record labels Motown and Def Jam, been named by Fast Company as one of the “100 Most Creative People in Business,” and was a four-time winner of Billboard’s “Power 100” and recipient of AdColor’s “Legend” award.

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“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.

“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.”