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Launching Visa Extra: Visa's first loyalty mobile app in EMEA

2021 - 2024

Situation

Visa Inc. decided to build its first-ever loyalty platform in CEMEA, a mobile app designed to enhance engagement with B2C cardholders by offering personalized rewards and experiences.

Task

As a key member of the cross-functional team, I was responsible for leading the development of the go-to-market strategy, creating all necessary creative assets for the app launch, and driving user acquisition, engagement, and retention. Additionally, I collaborated with cross-functional team to engage B2B stakeholders (banks and merchants) and integrate their participation into the app’s success.

Result

  • Successfully launched Visa Extra, growing app users from 0 to six figures (as reflected on Google Play).

  • Achieved a significant reduction in CPA and boosted conversion rates by leveraging data-driven strategies and collaborative efforts with B2B stakeholders.

  • Enhanced app visibility and user engagement through ASO and multi-channel marketing campaigns.

  • Delivered scalable analytics frameworks that informed strategic decisions and optimized performance across all campaign efforts.

Media: 

What I did

  • Analytics Setup: Established and implemented end-to-end analytics tools to measure app performance, optimize campaigns, and provide data-driven insights for strategic decisions.

  • Go-to-Market Strategy and Creative Development: Designed and executed a comprehensive GTM strategy that targeted both B2C cardholders and B2B partners, creating all necessary creative assets—including visuals, copy, and campaign materials—to ensure a seamless and impactful launch. Grew app users from 0 to six figures while lowering CPA and boosting conversion rates.

  • B2B Enablement: Created sales enablement tools such as pitch decks and one-pagers, empowering bank and merchant sales teams to drive user acquisition with minimal media investment.

  • Marketing Campaigns: Launched multi-channel campaigns across paid, owned, and earned media to drive product awareness, user acquisition, and engagement.

  • Market Research: Conducted market and customer research, tracking global trends to inform product improvements, feature prioritization, and campaign differentiation.

  • ASO Strategies: Delivered App Store Optimization (ASO) strategies to enhance app visibility, drive organic growth, and improve conversion rates.

  • Post-Campaign Analysis: Provided detailed retrospectives on campaign performance, highlighting wins, areas for improvement, and actionable insights for future initiatives.

Expanding social media presence and building influencer marketing strategy for Visa in EMEA

2017 - 2024

Situation

When I joined Visa Inc. as a Digital Marketing Manager for 17 EMEA markets, the company’s social media presence was minimal, with only 5 Facebook accounts and no collaborations with social media influencers. The challenge was to grow Visa’s digital presence, drive user engagement, and strengthen brand loyalty across diverse markets.

Task

My primary objectives were to expand Visa’s social media footprint, implement effective content and influencer strategies, and optimize campaigns to deliver measurable results. Additionally, I needed to improve website performance through enhanced SEO, site structure, and analytics.

Result

  • Expanded Visa’s social media presence from 5 to 21 accounts across 11 countries, significantly increasing reach and engagement.

  • Established an influencer marketing framework that became a cornerstone for Visa’s regional campaigns, enhancing brand loyalty and content reach.

  • Enhanced campaign effectiveness, achieving over a 4x increase in CTR through strategic, data-driven optimizations.

  • Improved website performance metrics, driving 20% higher organic traffic and user engagement.

What I did

  • Social Media Expansion: Grew Visa’s presence from 5 to 21 social media accounts across 11 countries, including launching Instagram accounts to target broader and younger audiences.

  • Content Strategies: Designed and executed content strategies tailored to each market, focusing on user engagement, growth, and collaborations with influencers.

  • Influencer Marketing: Developed Visa’s first-ever influencer marketing strategy, building long-term relationships with opinion leaders and social media influencers to amplify brand reach and strengthen loyalty.

  • Campaign Optimization: Leveraged A/B testing and programmatic solutions to deliver highly targeted ads, tailoring content to specific audience segments. This resulted in 4x increase in CTR for display and social ads.

  • Website Optimization: Partnered with developers, agencies, and creative teams to improve site structure, SEO, and analytics, leading to increased organic traffic, session depth, and time spent on the site.

  • Global Partnerships: Communicated and partnered directly with global platforms such as Google, Meta, and TikTok to execute creative sessions, access insights, and optimize campaigns—leading to improved CPC, CPA, and ROI metrics.

Market research and launch strategy for a global astrology brand

2024

Situation

A leading spiritual self-discovery brand with millions of global users aimed to enter the Indian market with a new astrology service. While the product was already successful in the USA, Canada, and other countries, it required a tailored approach for India.

Task

Develop a market research-driven strategy to define the product’s positioning, pricing model, and marketing plan, ensuring a competitive edge in the culturally unique and saturated Indian market.

Result

Provided a comprehensive, actionable strategy that gave the client a clear vision of how to position, brand, and launch the product in the Indian market, setting the stage for a successful entry.​

What I did

  • Conducted a market overview of the Indian spiritual industry, identifying trends, opportunities, and investment challenges.

  • Delivered competitive analysis of key players, their business models, USPs, and market positioning.

  • Developed customer segmentation and behavior insights to align with target audience needs.

  • Created a product positioning framework, pricing model, and branding strategy, accompanied by a messaging and promotion roadmap.

Let’s Work Together

While I primarily work remotely, I’m open to business trips when needed.

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katesamsmarketing@gmail.com

I’m open to full-time roles and also partner with businesses on consulting engagements where I can drive impact. Let's meet over online coffee!

© 2025 by Kateryna Samsonova. 

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