Staff Reporters
May 16, 2024

Asia-Pacific Power List 2024: Julie Nestor, Mastercard

In line with Mastercard’s commitment to tap into consumers’ all five senses, Nestor has led the execution of exciting campaigns around the region that do just that.

Asia-Pacific Power List 2024: Julie Nestor, Mastercard
SEE THE FULL 2024 POWER LIST
Asia-Pacific’s 50 most influential and purposeful marketers
#AuthenticLeaders 

Julie Nestor 

Executive vice president, head of marketing and communications, Asia Pacific
Mastercard
Singapore
Returning member since 2023

Julie Nestor, the executive vice president and head of marketing and communications for Asia Pacific at Mastercard, marks her second consecutive year on the Campaign Asia-Pacific Power List. Her strategic insight and visionary leadership have solidified Mastercard's position as an innovator in the financial services sector.

Under her guidance, Mastercard has launched impactful campaigns that marry consumer passion with digital innovation. Her efforts have strengthened Mastercard's market presence, particularly evident in its ascent in BrandZ's Top 100 Most Valuable Global Brands 2023, which climbed from #12 to #9.

Throughout 2023-24, Nestor has driven several key initiatives. In Australia, she introduced the nation's first wheelchair ball kid program at the Australian Open, setting a precedent for inclusivity in Australian tennis. In collaboration with creative tech partner Streaker, Mastercard supported wheelchair user and tennis champion Sonny Rennison to deliver the high ballkid standards required at Grand Slam tournaments. Thereon, a ball holder and collector were custom-made for wheelchair users.

In India, her strategic direction during the ICC Men’s Cricket World Cup 2023 boosted Mastercard's brand visibility and engagement. By offering cardholders unique, Nestor's team enhanced customer loyalty and drove a notable increase in transaction spend. Through the Cricket World Cup sponsorship, the brand claimed to have connected with one billion global consumers and cricket fans and drove card uptake for its bank partners, who leveraged ICC tickets as an acquisition tool. 

Meanwhile, Mastercard saw a 10-point uplift in brand awareness, a seven-point lift in consideration, a six-point lift in usage intention, and a 30 basis-point increase in transaction spending year-on-year.

Nestor's leadership extends to Hong Kong, where she launched Mastercard’s first concept restaurant, LUMA, in partnership with the F&B group LUBUDS. Luma is a luxury dining experience exclusive to Mastercard cardholders that includes a dining room, a cocktail bar, a dedicated art space, and a balcony overlooking Hong Kong’s skyline. This restaurant venture goes hand-in-hand with the brand’s intention to tap into all five senses: sight, sound, smell, touch, and taste.

Beyond marketing campaigns, Nestor’s commitment to DEI is evident in her role as the executive sponsor of the Singapore chapter of Mastercard’s ADAPT business resource group, which advocates for individuals with disabilities. This role is personal to Nestor and reflects her dedication to creating a more inclusive society within and outside Mastercard.

SEE THE FULL 2024 POWER LIST
Asia-Pacific’s 50 most influential and purposeful marketers
#AuthenticLeaders

 

Source:
Campaign Asia

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