Asia-Pacific Power List 2024: Danielle Jin, Visa

Danielle Jin 

SVP, chief marketing officer, Asia Pacific
Visa
Singapore
Member since 2021

Danielle Jin is the powerhouse driving Visa's brand and marketing strategies across 17 dynamic markets and seven clusters in the Asia Pacific region from her base in Singapore. As Visa's senior VP and CMO, Jin stands at the forefront of the ever-evolving payment landscape. With her seasoned expertise and forward-thinking approach, Jin has orchestrated a series of successful campaigns and championed inclusivity, accessibility, and innovation in payments. From pioneering e-commerce initiatives to advancing contactless payment solutions, she ensures a seamless and secure payment experience for consumers, setting the standard for excellence in the industry.

As GenAI continues to impact various facets of our lives, Jin is leading some noteworthy initiatives being taken by Visa to extend its benefits for customised marketing initiatives in the region. This involves using transaction data better to understand user behaviours, preferences, and trends and to connect with them effectively. Jin’s team also uses technology and data to turbocharge content personalisation and consumer journeys on a larger scale.

In February 2024, Visa unveiled its revamped Singapore Innovation Centre, a testament to its commitment to pioneering smarter payments through collaboration with Asia Pacific partners. Jin's marketing and branding team crafted a compelling narrative around the launch, that generated excitement with key stakeholders. 

Under Jin's leadership, several campaigns have struck a chord with Asian audiences. From empowering women in Australia and New Zealand with the "Behind every number, there is a Story" campaign to promoting travel payment security with Olympic medalist Siobhán Haughey, Visa's initiatives have resonated deeply. Collaborations with Foodpanda, leveraging omnichannel ad-tech solutions, have unlocked targeted campaigns and cross-marketing opportunities.

In India, Visa's #PaySafeEveryday campaign, featuring Bollywood actor and brand ambassador Vicky Kaushal, garnered attention. The partnership with Hong Kong Tramways for a citywide campaign in HKSAR further strengthened the brand’s presence. Popular hashtags like #TravelwithVisa, #weekendgetaways, #vacations continue to highlight Visa Asia Pacific's travel-related services and benefits, catering to the post-pandemic wanderlust.

Beyond her professional achievements, Jin was appointed as one of the heads of the jury for the prestigious APAC Effie Awards in 2024. As real-time payments gain traction, travel resumes its allure, and younger generations prioritise experiences, Jin continues to innovate and evolve. By leveraging technology to connect with diverse audiences, she promotes Visa's brand image and identity, anchoring marketing messages in social impact and financial inclusion.