Vice President, Global Brand and Creative, Visa Inc.
As Vice President, Global Brand and Creative, Andrew Cohen is responsible for stewarding the Visa brand globally, ensuring it drives value for Visa Inc. and its clients, maintains relevance amongst consumers, and evolves to meet the changing dynamics of the payments category. Andrew is helping to define the customer experience with the Visa brand in a world where cardless transactions are growing on a daily basis. Andrew also is responsible for developing the global marketing campaigns to support Visa’s sponsorships of the Olympics and the FIFA World Cup.
Prior to that, Andrew led Visa’s integrated global marketing communications team for the Olympics where he was responsible for growing Visa’s brand and consumer’s preference and usage of Visa products
Andrew’s leadership and management of Visa’s 2014 Olympics campaign delivered exceptional results including Visa being identified as the company that “reigned, in the Twittersphere,” “dominated social Olympic brand engagement,” and was one of the “biggest winners amongst OIympic sponsors.” Additionally, Andrew helped Visa deliver unprecedented Winter Olympic activation by Visa clients and the largest onsite infrastructure at a Winter Olympics, supporting the drive to achieve Visa’s business objectives.
Previously, Andrew was responsible for the portfolio of Visa’s U.S. based sponsorships, including the NFL, NASCAR, and the USOC. Additionally, Andrew helped create the Visa Signature Access platform, Visa’s affluent event marketing program, including the category’s first ongoing film benefit partnership program with Fandango.
Before joining Visa USA in 2004, Andrew spent the previous ten years at Momentum Worldwide where he developed event and sponsorship strategies for clients including American Express, AOL, AT&T, Microsoft and Nortel Networks.
Andrew resides in San Francisco with his wife and three daughters. He received a B.S. in Marketing and Management from Cornell University.
FEATURED INTERVIEW: Visa
The most successful sponsors are those who develop and execute unforgettable, 360-degree campaigns while staying true to their brand promise. Andrew Cohen, Vice President, Global Brand and Creative, Visa will discuss how the company uses its expansive global sponsorship portfolio, including the Olympics, FIFA and more, to capture fans’ attention and loyalty in the digital age. He will also share how the company pilots innovative payment technology during the world’s largest sporting events to provide best-in-class experiences for fans worldwide.