Ms. Lyons came to Visa from Charles Schwab & Co., where she spent about a year as CMO. In her three years with Visa, 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.
Ms. Lyons could not be reached for comment. In response to Ad Age's query, Visa said Ms. Lyons is retiring and that Kevin Burke, senior VP-advertising and brand management, Visa USA, was named head of U.S. marketing effective July 16.
The credit-card company spent $417.9 million on measured media in the U.S. in 2006, according to TNS Media Intelligence. Omnicom Group's TBWA/Chiat/Day, Los Angeles, handles creative while Omnicom sibling OMD handles media.