Twitter’s Frederique Covington moves to Visa as CMO as Rajiv Kapoor retires after 19 years

Kapoor and CovingtonFrederique Covington, the Singapore-based international marketing director of Twitter, is leaving the company to join Visa.

She takes on the role of senior vice president, chief marketing officer, Asia for the credit card company and will be based in Singapore. The markets in her remit span the region, including India, China, Japan, Southeast Asia, New Zealand and Australia.

She is replacing Rajiv Kapoor, who is retiring after 19 years of service.

Covington will report to Lynne Biggar, who was appointed EVP, global chief marketing officer, at the start of the year.

Covington joined Twitter two and a half years ago from Microsoft, where she latterly was senior director and CMO for the region. She moved client-side in 2011 after much of her career spent in agencies. She was managing partner with Bates, global planning director at Ogilvy & Mather and led planning for the agency formerly known as DMB&B.

Kapoor began his career with Visa in the late nineties, moving from Pepsi to take on the role of EPV of marketing for APAC. He has worked in various roles across the world for Visa, and was named head of marketing and cross border for APAC two years ago.

Kapoor began his career in marketing with Nestle in India.

The search is underway for a replacement for Covington at Twitter.

The company told Mumbrella in a statement: “Freddie has done an amazing job as Twitter’s International Marketing Director for Asia Pacific, Russia and the Middle East over the past 2.5 years. She has built up the the marketing function across the region and successfully led our efforts to educate and inspire our customers about Twitter’s platform as the live connection to culture. We thank Freddie for her contributions and wish her well in her next adventure.”

“As Freddie will be joining a major consumer brand and one of our top global clients, we look forward to working closely with her to leverage Twitter in her brand and marketing campaigns. In the meantime, we will immediately start a search for her replacement. We have strong country marketing teams who will continue to engage with our customers across the region and help them see the power of Twitter’s live, influential communications platform.”


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