Senior Vice President, Marketing and Communications, Eastern Europe, Middle East and Africa
Beatrice Cornacchia is the creative force leading the company’s brand strategy across the region’s markets. After starting her journey with the company in 1991, Cornacchia went on to head strategic sales functions and numerous marketing teams in a succession of key roles including Head of Consumer Marketing, Europe; Head of Issuer and Merchant Marketing, Europe; and Head of Marketing, Italy and Greece. In 2022, she was listed in Arabian Business’ ‘50 Inspiring Female Business Leaders’ in the region. Additionally, in 2021 and in 2022 she was included in the top ‘Women of Influence in the Arab World’ by Arabian Business.
Through strategic brand engagement and captivating story creation, Beatrice balances Mastercard’s growing positioning as a tech company with an aspirational approach that taps into its heritage of creating ‘Priceless Possibilities’. Her exceptional brand-building work over the past few years included launching the company’s innovative symbolic and sonic identity across the region, and during the pandemic resulted in enhancing Mastercard’s positioning as a trusted voice for safe, secure and seamless transactions.
Beatrice’s efforts included the rollout of an evolved ecommerce thrust, and diligently leveraging data and tech expertise to inform stakeholders on contactless adoption as part of a winning campaigns at MEPRA, Dubai Lynx and Holmes Report SABRE Awards amongst others. One of the most publicized award-winning initiatives – the Astronomical Sales campaign that tied 97% discounts to a rare solar eclipse – contributed to a sustained, dynamic progression of differentiating Mastercard’s marketing and communications.
Beatrice is systematically leveraging the underlying concept of Priceless – the deep emotional connection that fills people’s life with meaning and purpose – to empower Mastercard’s consumers in the region to pursue their passions with priceless possibilities. Cornacchia’s secret sauce for marketing combines great content with the science of data analytics, precision targeting and an innate understanding of human emotions.
- Beatrice Cornacchia