Mastercard is entering a major transformation. Once known primarily for consumer payments and credit cards, it’s now evolving into a technology and services powerhouse. The company’s focus is expanding to include data analytics, cybersecurity, loyalty programs, and digital media solutions — all designed to fuel future growth.
Today, nearly half of Mastercard’s revenue comes from its services division, a figure projected to surpass the halfway mark soon. This evolution is driven by emerging areas like commerce media, where Mastercard aims to help advertisers reach audiences more effectively and measure performance with precision.
This shift coincides with new leadership in the company’s marketing ranks. Jill Kramer, formerly a senior marketing executive at a global consultancy, will step in as Mastercard’s next global chief marketing officer. She succeeds Raja Rajamannar, who moves into a senior advisory position after leading a decade of groundbreaking, multi-sensory brand innovation. Kramer’s arrival marks a clear signal that Mastercard’s next chapter will focus even more on business growth and enterprise solutions.
According to Cheryl Guerin, the company’s head of brand strategy and innovation, the foundation for this transformation is the same emotional storytelling that built Mastercard’s reputation. She explains that while the brand has always been strong with consumers, the ultimate decision-makers are often businesses — banks, merchants, and partners — who determine whether Mastercard’s products reach end users. Consumer marketing, therefore, isn’t just about awareness; it’s also a key factor in winning those business relationships.
What’s changing now is the scale and sophistication of Mastercard’s services. The company is selling data-driven insights, advanced cybersecurity tools, and loyalty systems directly to other enterprises. Its newest initiative, commerce media, is designed to help advertisers deliver messages to the right person at the right time and confirm whether those messages lead to real sales — a goal Guerin calls the ultimate achievement in marketing effectiveness.
Despite its increasing focus on enterprise clients, Mastercard insists that its human-centered philosophy remains intact. Guerin emphasizes that whether communicating with a consumer or a corporate client, the brand is still speaking to a person with emotions, needs, and values. “Without a strong brand,” she notes, “there can be no demand.”
This principle allows Mastercard to expand into business-to-business markets without losing its identity. Its iconic “Priceless” platform continues to represent consistency, authenticity, and trust — values that have defined the brand for more than two decades. Guerin highlights that in an era of rapid change, remaining consistent is an act of strength that reinforces what the brand stands for.
Mastercard’s recent embrace of new marketing frameworks, such as the concept of “buyability” — the measure of how ready a company is to be chosen by customers — aligns with this thinking. It blends emotional connection, credibility, and brand familiarity with tangible business outcomes. Guerin stresses that every marketing action must tie back to measurable growth, reinforcing that brand and demand are not opposing forces but two sides of the same strategy.
Kramer’s appointment further supports this direction. Her experience leading large-scale marketing transformations, coupled with her background in creative agencies, positions her perfectly to guide Mastercard through its next phase of expansion. With services expected to make up the majority of its business, bringing in a marketing leader with deep B2B expertise is a natural move.
Ultimately, Mastercard’s ambition is clear: to ensure its brand carries as much weight in boardrooms as it does in consumers’ everyday lives. Even in a world driven by data and enterprise technology, the company remains convinced that brand strength — the emotional trust that makes people and partners choose you — is the most valuable currency of all. For Mastercard, that belief continues to be, quite literally, priceless.
