In this edition of Marketer of the Week, Ignite Visibility spotlights Lynne Biggar, Chief Marketing Officer at Visa.
Ignite Visibility applauds the Visa team for offering a new credit card benefit with NortonLifeLock.
Customers who hold Visa Infinite, Visa Traditional, or Visa Signature credit cards can now enjoy discounts on services offered by NortonLifeLock, a company that promotes cyber safety.
“The past year has brought tremendous change in the way people are using their Visa credit cards and associated benefits,” said Brian Cole, head of product, NA, Visa. “Our new benefits with NortonLifeLock address some of the most requested benefits among our U.S. account holders, and will help bring value to Visa account holders every day, from anywhere they may be.”
Specifically, Visa now offers ID Navigator Powered by NortonLifeLock. That means customers can now take advantage of One-Bureau Credit Monitoring Alerts, Dark Web Monitoring, Stolen Wallet Assist, and Restoration Assist benefits.
Customers will also gain access to restoration programs such as the LifeLock Million Dollar Protection package.
“Taking steps to be more informed about potential threats to your identity is one of the most important things you can do to help secure your financial and digital life,” said Robert Clarkson, chief commercial officer, NortonLifeLock. “We look forward to helping provide resources and tools that Visa account holders need to stay vigilant as it furthers our vision to protect and empower consumers to take control of their digital lives.”
Visa can afford to offer those kinds of benefits thanks to the marketing team led by Lynne Biggar.
Lynne Biggar has been with Visa for about five years. She describes herself as a “dynamic, innovation-minded leader with substantial experience advancing global brands and driving shareholder and customer results at the intersection of brand management and performance marketing in financial services, media, travel, lifestyle, luxury, and retail industries.”
Biggar currently leads Visa’s global brand strategy. That effort includes consumer, business, and client marketing activities.
She also handles internal communications, external communications, insights, and analytics.
During her tenure at Visa, Biggar’s team helped Visa become the first global payment network to launch multi-sensory branding.
Additionally, Biggar leads a global team to assist with women’s empowerment, small business support, and cross-border commerce.
As a result of her marketing efforts, Visa is currently the largest sponsor of women’s soccer and the only brand in the world that’s a major sponsor of the Olympics, the NFL, and FIFA.
By the way, Biggar serves on the Board of Directors at Voya. She’s Chair of Nominating and Governance and works with the Audit and Compensation & Benefits committees.
Prior to working for Visa, Biggar served as Vice President of Consumer Marketing and Revenue for Time, Inc.
While there, she managed a team of more than 1,300 people to drive growth and strategy across various brands. Biggar’s work also involved customer acquisition strategies, innovation, and pricing.
Further, she served as an advisor to the CEO on “all facets of consumer engagement while leading the execution of Time Inc’s multi-platform consumer marketing operations.”
Prior to her stint at Time, she worked for 14 years in progressively challenging roles at American Express.
Wrapping It Up
Visa’s stock has nearly tripled since Biggar became CMO of the company.
Like many other companies, Visa stock price took a hit during the early days of the pandemic. But it has since recovered and now sits near an all-time high.
And shareholders can thank Lynne Biggar for her marketing efforts that helped make it happen.