Chief Marketing Officer, Visa Europe, UK
Adrian Farina brings a wealth of experience in consumer and shopper marketing across multiple markets. He has been included in the “Power 100” list of top marketers by Campaign magazine for two years straight, and has been a juror for EFFIE, Festival of Media and Cannes Lions.
He started his career in the fast food industry with Pizza Hut leading all direct marketing efforts in Argentina. He then worked in FMCG marketing during a 10-year international career with Procter & Gamble in Argentina, Brazil, Chile and Venezuela. In 2008 Adrian moved to the US to join Saatchi & Saatchi X and led the expansion of the Shopper Marketing business in Latin America, doing work for leading companies including Coca Cola, Procter & Gamble, Cadbury, HP, Diageo and Nestle.
Adrian joined Visa in 2012 as SVP Marketing – Latin America & Caribbean, leading all marketing efforts in the region including the activation of the 2014 FIFA World Cup in Brazil and the 2016 Rio Olympics. In early 2017 he moved to London, where as SVP Marketing – Europe he leads a team of 100+ marketers across the region.
Adrian championed the development of purpose-driven marketing in Europe, which resulted in campaigns like “Where You Shop Matters” in support of small merchants, and the groundbreaking sponsorship of UEFA Women’s Football, which won multiple awards in the market.