Vision 100


Gary Twelvetree

Executive director brand & central marketing

Visa Europe

As former global brand director at Barclaycard, Gary Twelvetree was responsible for the iconic ‘Waterslide’, ‘Rollercoaster’ and ‘Toys’ campaigns that helped shift the credit company’s perception from one of high interest rates to one of opportunity and excitement. At Visa, he is building on his former role leading digital marketing at the financial services brand to help the company stay abreast of payments innovations, including the ‘Ready’ campaign, which highlights the brand’s link with Apple Pay. Despite boasting some serious digital expertise he believes there is more to being a rounded marketer than being a subject matter expert. That said, his experience will prove vital as he notes his biggest challenge is “ensuring Visa is as successful in 10 years’ time as it is today in a market going through enormous change”.

Best advice: “Your career is a marathon not a sprint.”