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Frank Cooper

Chief Marketing Officer, Visa Inc.

Search every verified Frank Cooper interview, podcast appearance, and on-the-record quote — each transcript cross-checked by AI and human review to confirm speaker identity. Frank Cooper, chief marketing officer at Visa, has been discussing the company's marketing strategy and the creator economy in several recent interviews. He described Visa's "Tap In" campaign for the FIFA World Cup, which he called "the most expansive and inclusive World Cup in history," as an effort to add value to the fan experience through rewards such as tickets and memorabilia. Cooper stated that Visa projects over 6 billion fans will watch the tournament and that the event creates a "pop up economy" over 39 days. He also said Visa's investments in creators have doubled in the past year and that he hopes to double them again. Cooper has argued that creators should "stop thinking of themselves as just talent and think of themselves as businesses" in order to scale. He noted that Visa has taken a percentage of its media budget and allocated it toward the creator economy, including products like a Visa debit card for TikTok Live creators in the UK that allows them to get paid in 30 minutes. Cooper said that "one of the most foundational jobs of a CMO today is translating what we do in marketing into financial terms that non-marketers can understand," and that the CFO "has to be your best friend" in that regard. He also expressed both intrigue and concern about AI's potential for changing marketing, citing an "ethical dimension" that must be considered.

Recent appearances

Verified interview transcripts

Notable quotes

“One of the most foundational jobs of a CMO today is translating what we do in marketing into financial terms that non-marketers can understand within the firm. And the CFO has to be your best friend in that regard. And so we spent a lot of time with our finance partners in Visa talking through so what are the things that actually matter to you and what would be some signals that you would believe in and how can we pr”

“If you're a creator, and people decide to treat you like a business, let me say small business. Often times they're like, okay, business will pay you net 90. Basically, you have to wait 90 days to get paid. And, you know, for big companies that are paying this out, they're like, that sounds reasonable to me. for a small business, a one-person shop, that can become existential. And so getting paid faster is not just a”

“We now look at the media budget and we take a certain percentage of that media budget and look at it and allocate that toward the creator economy as a whole. And so some of it goes toward individual creators. Some of it goes toward the platforms that support creators. Some of it goes toward the products that we're creating that help creators become more scaled and more competent and more capable. And so we've taken a”

“So, getting paid faster is not just a perk. It actually becomes growth capital for you. Because if I got that money earlier, I could then reinvest it in travel or equipment or partnerships. And so getting paid quickly, that's built into the Tik Tok um card. So think of it as like a Visa debit card that has what we call Visa Direct Rails in it. And with Visa Direct Rails, you can get paid in 30 minutes. And so it's I ”

“So, how do you help them manage cash flow? And so, those are things that we started focusing on and and for us, we're like, hey, we do this all the time with businesses. If you thought of creators not as just talent or a marketing channel, we could actually help them scale. And so so that that's partly why we had that separate category, you know, from this idea of let's engage the talent to help us help them spread i”

“About 53% of the people would say yes, I use it in some part of my shopping experience and I enjoy it. But half of that, 27% would say, but I don't want that agent buying for me autonomously and I certainly want to have some control over it.”

Other executives at Visa Inc.

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