Frederique “Freddie” Covington Corbett is the senior vice president, chief global brand and integrated marketing officer at Visa. In this role, she is responsible for future-proofing Visa’s brand health and ensuring Visa continues to be one of the most valuable brands in the world. This includes overseeing Visa’s global branding efforts for both businesses and consumers, physical and digital branding strategies, brand identity, and global sponsorship brand activation, among other key facets of global brand-building. Covington also leads company-wide efforts to evolve Visa’s focus on corporate purpose.
Previously, Covington was the senior vice president, head of marketing and cross border for Visa in Asia-Pacific, based in Singapore. In this role, Covington managed all aspects of Visa’s regional brand efforts in over 17 countries across Asia and sat on the Asia Pacific Executive Leadership team. Among many highlights in this role, Covington led the PyeongChang 2018 Olympic Winter Games in Korea, created a Shanghai-Melbourne-New York cross border fashion platform, created a purpose-led Small Business campaign called #WhereYouShopMatters across 10 regional territories, and scaled up Visa’s ecommerce efforts with key partners and digital marketplaces.
Covington’s work and leadership has been globally recognized through numerous accolades. In 2020 and 2018, she was named on the list of Asia-Pacific’s 50 most influential Chief Marketing Officers, as chosen by the editorial team at Campaign Asia.
Prior to Visa, Covington was the International Marketing Director at Twitter for all territories outside of the United States (including Canada, South America, Africa, Russia and Asia) and was responsible for global business marketing for the platform, its partners and users. Before Twitter, Covington was the Chief Marketing Officer for Microsoft in Asia Pacific, overseeing all enterprise, small business and consumer marketing programs. Earlier in her career, Covington held several leadership roles in advertising and strategy consulting, including as a Managing Partner at Ogilvy & Mather and a global strategist at Y&R in the United States (New York and Los Angeles).
Covington holds a doctoral degree in global leadership and change from Pepperdine University in Los Angeles, California, as well as a BA and MBA from La Sorbonne University (CELSA) in Paris, France. Furthermore, she is a graduate of the Harvard Kennedy School for the Women and Public Policy Program.