SAN FRANCISCO: Visa chief brand officer Antonio Lucio is leaving to join technology giant HP, which is splitting into two companies.
Lucio has overseen Visa's global branding and marketing since 2007 and was formerly chief innovation and health and wellness officer at PepsiCo and chief marketing officer before that. He has also held marketing roles at Kraft and Procter & Gamble.
At Visa, Lucio was CMO when the company prepared to go public in 2008 and developed the brand’s first global positioning. He also led the company’s activity for its sponsorship of the 2014 World Cup.
Lucio will serve as CMO for HP Inc., the PC and printer arm set to split from HP later this year. The second company, Hewlett-Packard Enterprise, will cover corporate hardware and services and remain a separate entity.
Visa restructured how the company manages marketing and communications in 2013, placing PR under marketing. Last September, Lucio told PRWeek that the integration "is a work in progress" and "not without challenges."
In late 2013, it also cut its agency workload around the globe as part of a move to bring more of its comms function in-house.
Former Visa comms leader Doug Michelman stepped down from his position nearly two years ago amid the restructuring, as its global corporate relations team was shifted under marketing. Visa communications SVP Ryan Donovan also left the financial services giant at the end of 2013.
Visa named Michele Quintaglie as SVP of global corporate communications last May.
"Since announcing our plans to separate, we have made great progress in designing how HP Inc. will operate in order to foster an entrepreneurial spirit that is built around innovation and quality," said Don Weisler, incoming CEO of HP Inc. "[Lucio’s] vision for a world-class marketing organization and comprehensive experience cultivating iconic global brands make him the perfect leader to join our team and take the HP Inc. mission forward."
HP said in a statement that Lucio will work alongside the new company’s senior leadership to boost sales and brand loyalty. He will leave Visa on April 24.
Visa did not respond to a request for comment. It was not immediately clear if his replacement had been named.
This story originally appeared on Marketing.