# Cristina Paslar

> Cristina Paslar is IBM's Chief Marketing Officer for Regional Markets, a New York-based executive whose career connects brand building, payments, financial inclusion, sustainability and enterprise technology. After an earlier four-year chapter at IBM and more than two decades at Mastercard - where she held senior product, marketing, cause-enablement and ESG roles - she returned to IBM in 2024. Her public work has a consistent operating idea: translate large systems into experiences people can understand, trust and use.

- **Role:** Chief Marketing Officer, Regional Markets at IBM
- **Organizations:** IBM, Mastercard, PwC, Verestro, EMpact
- **Education:** Business Administration, Universidade Presbiteriana Mackenzie, MBA, Universidade de São Paulo, Yale School of Management
- **Known for:** Built a career of more than two decades across payments product, consumer marketing, cause enablement and ESG leadership at Mastercard., Helped lead Mastercard initiatives intended to bring one billion people into the digital economy., Oversaw or supported sustainability initiatives including the Carbon Calculator and Priceless Planet Coalition.

## Career timeline

- **Before 2002** — Worked at PwC and completed an earlier four-year chapter at IBM.
- **2002-2024** — Spent approximately 22 years at Mastercard in product, consumer marketing, global marketing, cause enablement and ESG product leadership roles.
- **2005** — Served as a Mastercard credit-products director in Brazil, discussing premium-card products for bank customers.
- **2012** — Served in consumer marketing leadership for Mastercard Brazil and helped develop the service-oriented 'Meu Brasil Não Tem Preço' campaign and guide.
- **2019** — Held a global consumer marketing vice-president role at Mastercard and worked on the international 'The Red Ball' campaign.
- **2020** — As Mastercard's senior vice president of Cause Enablement, helped launch donation infrastructure for Los Angeles' LALOVE response in eight days and led work on digital giving channels.
- **2021** — Served as Mastercard senior vice president of Strategic Growth, linking social-impact programs with business goals.
- **2023** — Served as Mastercard executive vice president of ESG Products, speaking publicly about consumer demand, sustainable cards and the Priceless Planet Coalition.
- **2023-2025** — Served as an advisory board member of EMpact.
- **2024-present** — Joined Verestro's advisory board, bringing payments, product, marketing and sustainability experience.
- **2024-present** — Returned to IBM as Chief Marketing and Communications Officer for Regional Markets, based in the New York area.

## Achievements

- Built a career of more than two decades across payments product, consumer marketing, cause enablement and ESG leadership at Mastercard.
- Helped lead Mastercard initiatives intended to bring one billion people into the digital economy.
- Oversaw or supported sustainability initiatives including the Carbon Calculator and Priceless Planet Coalition.
- Helped design and launch digital donation channels for Los Angeles' 2020 LALOVE emergency response in eight days.
- Led or supported giving technology spanning social media, text messages, online checkout and ATMs in multiple markets.
- Returned to IBM in 2024 to lead marketing and communications for regional markets.
- Serves on Verestro's advisory board and previously served on EMpact's advisory board.

## Latest updates

- **2025-08** — Discussed enterprise AI adoption, operating structures, personalization, security and marketing's role in innovation in an interview with Forbes Brasil.
- **2025-06** — Shared IBM research on CMOs using AI and proprietary data to turn customer intent into real-time action.
- **2024-12** — Outlined IBM's Latin American priorities in governed AI, hybrid cloud, quantum computing, skills development and technology-enabled sports experiences.
- **2024-11** — Highlighted IBM's partnership with Scuderia Ferrari as its fan-engagement and data-analytics partner beginning in 2025.
- **2024-08** — Joined IBM as Chief Marketing and Communications Officer for Regional Markets, based in New York.
- **2024-05** — Joined Verestro's advisory board.

## Links

- Website: https://www.ibm.com
- LinkedIn: https://www.linkedin.com/in/cristina-paslar

---

Profile page: https://yespress.io/cristina-paslar
Published by YesPress — https://yespress.io
Last updated: 2026-08-14