• July 13, 2007

Visa U.S.A. will have a new chief marketing officer as of Monday. Kevin Burke, senior vice president/advertising and brand management, Visa U.S.A., was named head of U.S. marketing--replacing Susanne D. Lyons, who the company says in a statement is retiring.

Burke, who joined Visa in January 2005, has been responsible for managing and growing the Visa brand and leading the creative direction of all Visa USA advertising and Web marketing.

MediaPost's OMMA interviewed Lyons last August. Asked what she would most like to do if she weren't CMO of Visa, Lyons responded: "My interests are very varied. I might run a company, sing in a nightclub, open a bakery, or become a life coach. Time will tell!"

Lyons, who joined the company in June 2004, orchestrated the launch of the credit card company's first new brand campaign in 20 years. She has been responsible for all aspects of brand, advertising, and marketing services, and serves on the company's executive management committee.

Lyons has been instrumental in promoting the use and integration of digital media and marketing strategies across Visa's multiple communications initiatives. She has held senior marketing and general management roles at some of the largest financial services companies in the U.S., and prior to Visa, was the CMO at Charles Schwab & Co., Inc.

Visa U.S.A. spent $417.9 million on measured media in the U.S. in 2006, according to TNS Media Intelligence.

-- Tanya Irwin