Asia-Pacific Power List 2025: Danielle Jin, Visa

Danielle Jin

Senior vice president, chief marketing officer, Asia Pacific
Visa
Singapore
Member since 2021  

Danielle Jin has been a constant force behind Visa’s brand performance across Asia Pacific—and a regular name on this Power List since 2021 for good reason. As SVP and CMO for the region, Jin leads a 144-person team driving both brand equity and business relevance across 16 markets.

In Visa’s FY24 Brand Strength Survey, the company ranked #1 in brand trust in 12 markets, #1 for cross-border usage in 15, and led in core perception metrics such as “proactively protects my payments” and “accepted wherever and whenever I need it” in 12 markets. These results reflect not just strong brand salience, but Visa’s ability to stay top of mind in a rapidly shifting payments landscape.

Jin’s team adopted a ‘test and learn”’mindset—experimenting with dynamic content for travel corridors, signal-based content on TikTok, and the use of gen AI to analyse global travel data that provides insight into understanding consumer behaviour. Visa’s regional ‘Go Where Your Heart Beeps’ campaign, built on creator-led storytelling and local nuance, showcased her team’s fluency in both data and culture.

Jin also expanded Visa’s reach with Gen Z and affluent consumers by tapping into their respective passions. That included launching Visa’s first Creator Program in China for emerging fashion designers, sponsoring the Mnet Asia Music Awards (MAMA) as a tap-to-pay event, and activating across gaming, racing, and fashion to drive cultural impact and usage. These initiatives aimed to make ‘super fans’ out of Gen Z and affluent consumers via targeted, highly relevant activations. 

Under her guidance, Visa campaigns have gone on to pick up numerous accolades, including the Indian Marketing Awards, Malaysia’s Putra Brand Awards, Korea’s If Design Awards, and Japan’s CM Souken ‘Brand of the Year’ recognition.

Beyond campaigns, Jin is a vocal advocate for diversity and inclusion. She serves as executive sponsor for Visa;s Pride Asia Pacific Chapter, mentors women leaders inside and outside Visa, and actively participates in Visa’s DEI and wellness programmes. She’s also an active contributor to the wider industry—speaking at GDMS Shanghai, IAB HK, and was a head jury member at the APAC Effies.

With a focus on marketing effectiveness, inclusive leadership, and cultural fluency, Jin continues to ensure that Visa remains one of the region’s most trusted and future-facing financial brands.