Cindy L.
Marketing Director, Client Marketing (Canada) @Visa
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WORK HISTORY
Marketing Director, Client Marketing (Canada) @Visa
Toronto, ON, CA
Present Leader within Visa Marketing Services, acting as a strategic advisor to Tier 1 financial institutions to accelerate growth and deepen customer engagement- Promoted to Director within four months of joining to lead an 18-month leadership assignment overseeing strategic co-marketing portfolios and team management- Partner with top-tier Issuers and Fintechs to sell-in and execute integrated marketing strategies that support division growth and portfolio expansion- Manage multi-million dollar co-marketing engagements, ensuring flawless delivery and stakeholder alignment across complex, high-visibility brand partnerships
EDUCATION
George Brown Polytechnic Continuing Education
Wine Specialist Certificate
Queen's University
Bachelor of Commerce (B.Com.), Marketing & Business Strategy
Rosedale Heights School of the Arts
OSSD, Music & Dance
University of Toronto School of Continuing Studies
Certificate, Digital Marketing Management
Università Bocconi
Commerce, International Exchange Program
SKILLS
ABOUT CINDY L.
STRATEGIC MARKETING DIRECTOR | BRAND & INTEGRATED STRATEGYStrategic Marketing Director with 12+ years of experience driving brand growth across Financial Services, Payment Tech, and CPG. I specialize in bridging brand storytelling and measurable ROI, with a career defined by navigating complex, multi-stakeholder environments in Canada and the U.S.Currently, I am a leader within Visa Canada’s Marketing Consulting Practice. I drive strategic partnerships with key Issuing and Acquiring clients, acting as a marketing advisor to accelerate growth through data-driven strategies and co-branded activations.CORE AREAS OF EXPERTISE:INTEGRATED BRAND STRATEGY AND PARTNERSHIPS- Led end-to-end campaign lifecycles, from multi-million dollar global sponsorships to national brand-building initiatives- Partner with Tier 1 financial institutions to develop B2B2C co-marketing programs that bridge brand health with measurable acquisition targets- Proven track record managing large-scale CPG portfolios focused on product commercialization & multi-channel growthINSIGHTS-LED STRATEGY AND MEDIA INVESTMENT- Experienced in leading & commissioning primary consumer research (U&A, Pre-Testing, Ethnographies) to steer strategy & creative development- Deeply familiar with the full media arsenal including TV, CTV, Digital, Social, Audio, & Experiential to drive brand objectives- Optimize multi-million dollar media investments by pressure-testing channel mix & strategy to maximize brand health and ROI- Support better decision-making through cross-media measurement frameworks that ensure investments are optimized across the funnelDIGITAL INNOVATION AND SOCIAL STRATEGY- Proven success in social-first and creator-led marketing, driving significant ROI and brand preference shifts in the U.S. market- Passionate about capturing Gen Z market share through culturally relevant, social-first storytelling and influencer engagement- Focused on identifying and scaling emerging digital trends to keep brands at the forefront of cultural relevanceGLOBAL MINDSET: I thrive in multi-market environments, bringing direct experience from the U.S. and Canadian markets. My perspective is shaped by international training at Bocconi University (Milan) and a passion for how global brands adapt to diverse cultural landscapes.OUTSIDE OF THE OFFICE: You’ll find me strength training, dancing, or exploring new food scenes and travel. I am also deeply committed to social impact, having served on the Board of Directors for Ernestine’s Women’s Shelter.
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