Payment Facilitator Track

6 - Card Brand Strategy

Wednesday, April 18
2:00 PM - 2:50 PM
Location: Exhibit Hall, Session Room 1

Each of the major card brands have sought to ensure levels of understanding and compliance with card network rules and regulations. Key to being successful in the payfac world is gaining familiarity and fluency in how card network rules affect this market, and the ability to build your business with an understanding what the rules are and why they exist. Moreover, each brand brings their perspective aligned around enforcement, audits and broader compliance. This session will offer a brief consideration of these key components of card brand strategy.

Amy Zirkle

Vice President, Industry Affairs
Electronic Transactions Association

Amy Zirkle is Vice President, Industry Affairs with the Electronic Transactions Association (ETA). In that role, she oversees the critical relationships between ETA member companies and the association’s industry committees, councils, and working groups, as well as overseeing ETA’s education and professional credentialing programs. In addition, she is responsible for the development of multiple approaches, strategies and tactics that serve to establish and solidify ETA’s role as an industry thought leader across the range of business policy issues arising in the payments technology space, and represents the association before external organizations including industry forums, think tanks, and standards setting organizations. Prior to joining ETA, Ms. Zirkle spent 17 years working as a Senior Economist for an international consulting firm working on a range of technology matters including mobile payments in the developing world. She also has extensive work experience in both the financial services and technology sectors, including American Express and at the former MCI Communications (Verizon). Ms. Zirkle holds an S.M. from MIT, where she served as a Research Associate at the MIT Media Lab as well as the MIT Research Program on Communications Policy; and at the Sloan School of Management, MIT.


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Julius Alexander

Head of Payment Facilitation and Emerging Markets
Discover Global Network


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Mickey J. Hansen

Vice President, Global Acquisition Capabilities
American Express

Mickey J Hansen, Vice President of Global Acquisition Capability for American Express.
Mickey leads platform development and partner enablement and oversight for American Express third-party acquiring and servicing programs globally. Mickey has over twenty years of experience across acquiring, issuing and servicing businesses within American Express. Mickey resides in Phoenix, Arizona with a global capabilities remit for recruitment, aggregator and servicing partners. Mickey graduated from Arizona State University with a degree in Industrial Engineering and Masters of Business Administration.


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Robin Leidenthal

Vice President, Merchant Sales and Solutions

Robin has over 20 years experience in digital payments and banking, including leadership roles managing geographically diverse risk, compliance, sales, relationship management and product teams. Robin resides in the San Francisco Bay Area and has been active on the Board of Directors of MAC, various Electronic Transactions Association committees and the Merchant Risk Council.


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Jeff White

Vice President

Jeff White has acquired a career reputation as a Business Driver, Change Agent and Sales Entrepreneur with industry leader – Mastercard. His subject matter expertise encompasses solution sales, strategic account penetration, partnership building, payment processing services and crisis resolution in the acquiring segment of the payments business.

Some of Jeff’s most important talent areas lie in selling and supporting enterprise solutions, maintaining positive relations with major payment processors, merchants and aligning top providers with key clients. His marketing experience includes relationships with such multi-market leaders as Williams-Sonoma, Shell Oil, CVS, Lord & Taylor, Staples, Saks Fifth Avenue and others. He has held progressively higher senior leadership roles, while penetrating competitive retail and technology sectors.

Currently, Jeff is the Vice President Acquiring Channel Management at Mastercard. He is responsible for developing go to market strategies with acquirers, ISOs and Integrated Software providers. Jeff is a Mastercard veteran with over 17 years of progressive individual contributor and leadership roles. His broad experience across the acceptance value chain has positioned him will as an acquiring subject expert.

Prior to his return to Mastercard, Jeff was the Head of Sales, Business Development and Strategic Channel Partners at TSYS, based in Omaha, NE, where he was hired to create and execute go-to-market plans to generate new business and promote partnership acquisition for this $2.7 billion provider of financial products and merchant processing services. He recruited, trained and managed 214 managers and sales staff in supporting a global B2B/B2C client base. His focused on instituting sales performance discipline to optimize pipeline management and achieve financial targets.

Previously, he was Head of Sales at i3 Verticals, Inc. in Atlanta, GA, where he effectively executed a comprehensive sales strategy with a 17-person team through five independent sales networks, along with directing a base of 55 ISO/ISA agents and 23 referral bank partners. He focused on driving rapid growth through new acquisitions and overall business development.

Building off finely honed skills in strategic planning, program implementation, target marketing and matrixed business operations, Jeff was regularly given tough assignments and special projects at Mastercard. He has always displayed deep abilities in negotiating and executing complex initiatives with top executives, key decision-makers and different financial agencies. While at MasterCard in his earlier roles, Jeff developed a comprehensive global acquiring strategy, expanded Mastercard’s strategic support of ISOs and helped drive the launch of their payment facilitator program.

Jeff earned his B.S. Degree in Business Administration with a concentration in Marketing and Summa Cum Laude graduation status from Regis University.

Jeff has an active and outstanding track record in competitive triathlon amateur athletics at Half Ironman, Olympic and Sprint distances. He is also active in donor support for MADD, ALS Association, ASPCA and the University of Georgia Veterinary Teaching Hospital.


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6 - Card Brand Strategy

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