Danielle Jin

Leading the pack requires the willingness to constantly challenge oneself and embrace change. These were qualities demonstrated marketing chief Danielle Jin throughout a successful 2025 that saw Visa named the #1 overall card brand in 15 of 16 Asia Pacific markets measured in Visa’s own 2025 Brand Strength Survey. 

Driving this dominance is a philosophy of engaging customers through their own interests, through global and regional events and cultural moments that resonate in their daily lives, in what Danielle has dubbed the ‘passion pillar strategy’. By integrating the Visa brand into customers’ lives beyond payments, across passions such as sports, music, gaming and lifestyle, Visa has expanded its relevance through a consistent presence and deepened engagement that drives spend with priority segments like Gen Z.

Alongside a decade-long partnership with Shanghai Fashion Week that established Visa as the first financial payments brand to sponsor the event, the brand has since expanded its efforts into the music ‘passion pillar’ by leveraging major events like the renowned MAMA Awards, as well as incorporating global K-Pop superstar Jennie in its recent #TravelLikeJENNIE campaign. This campaign notably achieved 285 million combined paid and organic views, with a 218 million hashtag reach, delivering triple the engagement of Visa’s regional benchmark—a proof-of-concept that illustrates the effectiveness of meeting customers where they are for brand growth.

The ‘passion pillar’ strategy has also been implemented for other major interest areas such as gaming through the EA FC Asia Festival in Bangkok, and the Sports Visa Cash App RB Formula One campaign in Singapore, engaging customers through culture, not channels.

Outside the office, Danielle has made purpose-driven leadership key to her modus operandi, speaking throughout the region on the latest trends and technologies that drive marketing innovation, while also championing women in leadership, inclusion and diversity, and offering insight on career development in an increasingly competitive environment.

From speaking at APAC Effie roadshows in Indonesia to the Payments in Motion event in Shanghai, Danielle demonstrates that effective leadership is a process that involves uplifting those around you with the experience you gain through work and life.