Interview With Jac Phillips, Head Of Marketing, Australia, NZ & South Pacific At Visa

We sat down with Jac to discuss how Visa manage their digital marketing


Jac Phillips is a full-service marketing thought leader who is currently the Head of Marketing for Australia, NZ & South Pacific.

Jac has more than 20 years marketing and communications expertise in both traditional and online environments, areas of focus have included leadership of high-performance marketing teams, strategic marketing, data analysis and segmentation, public relations, branding, research, events, advertising, digital, media, and communications.

Following roles at IBM, ANZ, and Bank of Melbourne, Jac has extensive international experience in wealth management, banking, technology, FMCG and retail industries. She has a particular passion for conducting business across Asia Pacific, along with improving diversity and creating an inclusive workforce. 

Ahead of her presentation at the Digital Marketing Innovation Summit this March 15 - 16 in Melbourne, we talked all things digital marketing with Jac, from social to data usage. 

What social media platforms do you find most effective and what metrics are you using to define your success?

Facebook – By far the platform with the greatest reach. In terms of metrics we use to measure success, we still look at traditional reach and ad frequency as well as engagement metrics. The organization is also moving away from these softer vanity metrics to aligning our social KPIS with hard business metrics where we can… it’s not always possible, but where we can we use data to better understand how social is driving business. This means not just focusing on short term post-by post / campaign by campaign measurements, but brand impact over time.

How does your output across the different social media platforms differ and why?

Different channels have distinct audiences, different publishing features and unique, nuanced ways in which audiences use them and engage. One size, when it comes to content, does not fit all, and to get the most out of each, it is critical to have a channel strategy to optimize audience reach, relevancy and performance.

When ‘content is king’ how are you implementing a content marketing strategy?

We are shifting away from advertising and speaking ‘at’ our audience with brand-centric content, to putting the audience at the centre of our conversation, and tapping into user interests in topics that are adjacent to the brand but not strictly the brand itself. This is where the opportunity lies – a more editorially focused, user-centric approach to drive brand love, particularly amongst Millennials.

Our content plan has clearly defined content pillars that we will not step outside of, and is based around talking about things that people care about, finding those ‘virgin territories’ within topics that we can own, rather than repeating what everyone else is saying and knowing who we’re talking to so we are relevant as well as original.

What is your SEO strategy and how are you optimising your websites and eCommerce platforms for search marketing?

Currently we monitor and track pre-defined Keywords through an SEO tool called Brightedge. This blends page rank across multiple keywords to understand which content is resonating best with both customers and Google. Through this we can create a feedback loop with Visa to rollout content in a strategic way. This can support other content channels such as the Chat Bot, to ensure that content and messaging remains consistent.

How do you maintain brand loyalty and meaningful engagement in the over-crowded digital space?

Have a deep, data-led understanding of who your audience is. Be very clear on who you are as a brand, what you stand for and what your role is, and be single-minded about your purpose. Be creative, surprising, innovative, authentic and relevant.

Are you personalising your consumer engagement? If so how?

- Through our C.D.T (Customer, Data and Technology) led approach.

- We analyse our customer journeys, persona profiles, engagements (think devices, type of media, content etc) extract relevant data points to inform, refine and enrich our knowledge of our consumer’s needs and strategies.

- All underpinned by our Marketing Technology foundation which is fueled by 1P, 2P and 3P data

How are you tracking your customer's journey and have you seen a change in browsing behaviours? (e.g. move to mobile, two-screens, etc.)

- We track through a variety of Analytics, Reporting and BI tools - Google Analytics Premium, DCM, Datarama etc

- Consumption trends and behaviours forms part of our framework

- Trends like multi-screening and mobile led in device usage are factors we consider, to ensure we are always in lockstep with our customer’s preferences so they have the best holistic experience with us

How crucial is the role that data plays in your decision-making and marketing planning?

Data plays a crucial part in our decision making and marketing planning. We use a DMP to segment and understand our consumers over a period of time. This enables us greater personalization in our creative message through the use of our dynamic container. We are also looking at how we can combine our owned data with other data providers to better understand our consumer journey.

How are you using data to better target your marketing? (localisation, audience segmentation, etc.)

We use a mixture of partners to enable us to segment our customers, either by interest, demo/persona based or location. We still have a broad audience that we buy media against, but we segment creative message by what we believe will be most interesting to that specific person based on data signals.

What do you foresee to be the biggest disruption/innovation in digital marketing in 2018?

Facebook algorithm changes, changes to privacy rules on data collection and branded voice experience.

You can hear more from Jac, along with many other industry-leading digital marketing executives, at the Digital Marketing Innovation Summit this March 15 - 16 in Melbourne. To see the full schedule, click here

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