Shannon Watkins, the current Executive Vice President and Chief Marketing & Communications Officer at Fiserv, stands as one of the most dynamic and influential figures in modern marketing. A seasoned brand strategist with over two decades of high-impact experience, Watkins is redefining how global financial service companies engage, communicate, and build lasting relationships with clients and consumers across the digital landscape.
In her pivotal role at Fiserv — a Fortune 500 global leader in financial technology and payments — Watkins oversees a wide-ranging portfolio that spans global brand strategy, corporate messaging, creative development, media planning, and digital infrastructure. Her leadership is at the core of how Fiserv presents itself to the world: innovative, trusted, and forward-thinking. Charged with shaping the company’s brand identity across international markets, Watkins ensures that Fiserv’s voice not only resonates but leads in a crowded financial services space.
A Career Defined by Iconic Brands and Breakthrough Campaigns
Shannon Watkins’ journey to the top of the marketing world is nothing short of inspiring. With a career that spans more than 20 years, she has built a reputation as a creative powerhouse and strategic thinker. Her résumé reads like a master class in brand evolution — featuring leadership roles across some of the most iconic and culturally relevant consumer brands in the world.
Before joining Fiserv, Watkins held key executive marketing positions at industry titans like Nike, Aflac, The Coca-Cola Company, and Kraft Foods. Her time with Nike’s Jordan Brand was particularly notable, where she played a pivotal role in elevating the brand’s cultural relevance and deepening its connection with athletes and consumers alike. At Aflac, she spearheaded marketing efforts that modernized the brand’s voice and digital presence, helping to reposition it within a competitive insurance marketplace.
Watkins also left an indelible mark on Coca-Cola’s powerhouse beverage portfolio. She drove growth and consumer engagement for household names such as Powerade, Coke Zero, and Dasani, blending analytical rigor with creative flair to deliver campaigns that resonated with diverse audiences. Her work consistently balanced the art and science of marketing — combining data-driven insights with emotionally compelling storytelling.
Award-Winning Leadership and Industry Recognition
Watkins’ innovative approach and relentless pursuit of excellence have garnered widespread industry recognition. She is a recipient of several of the advertising world’s most prestigious honors, including a Clio Award, a coveted Cannes Lion, and a place on Adweek’s Most Powerful Women in Sports list — a reflection of her influential work and leadership within sports marketing, particularly during her tenure with Jordan Brand.
These accolades speak not just to the creativity of her campaigns, but to the impact they’ve had on brand equity, consumer engagement, and bottom-line growth. Watkins has consistently demonstrated a rare ability to build marketing ecosystems that are bold, inclusive, and culturally relevant — while driving measurable business success.
A Visionary for the Future of Financial Services Marketing
Now at Fiserv, Watkins brings that same passion, strategic discipline, and creative edge to the world of financial services — a sector undergoing rapid transformation fueled by technology, innovation, and evolving consumer expectations. Under her leadership, Fiserv is evolving into a brand that reflects modern values: transparency, accessibility, and digital-first thinking.
She is also instrumental in shaping the company’s internal and external communications, driving brand cohesion, corporate reputation, and thought leadership across all levels of the organization. From fintech product launches to global brand activations, Watkins is redefining how financial services can show up in people’s lives — with relevance, empathy, and purpose.
A Leader, Mentor, and Advocate
Beyond her executive responsibilities, Shannon Watkins is a respected mentor and advocate for diversity, equity, and inclusion in marketing and business leadership. She is deeply committed to elevating underrepresented voices in the creative industry and cultivating the next generation of marketers. Her leadership style is marked by authenticity, collaboration, and an unwavering belief in the power of great storytelling to move people and transform brands.
Final Thoughts
Shannon Watkins is not just a marketing executive — she is a visionary leader who has helped shape some of the world’s most recognizable brands and is now charting a bold new path for Fiserv’s future. With an extraordinary track record, unmatched creative instincts, and a deep understanding of what drives consumer behavior in a digital world, she continues to redefine the standards of excellence in global marketing and communications.
As financial services embrace the future, Shannon Watkins ensures that Fiserv is not only part of the conversation — but leading it.
