Lyons came to Visa from Charles Schwab & Co., where she spent about a year as CMO. In her three years atVisa, she guided the company’s transition from a celebrity-studded “Everywhere you want to be” brand message to a more inspiration-for-the-average-Joe “Life takes Visa” perspective. The reasons for her departure are unclear, reported Ad Age, a BtoB sibling publication.
Lyons could not be reached for comment. In response to Ad Age’squery, Visa said Lyons is retiring and that Kevin Burke, senior VP-advertising and brand management, Visa USA, was named head of U.S. marketing effective next Monday.