Visa has announced two strategic leadership appointments across its Asia Pacific operations as the global payments technology company accelerates the growth of its Value-Added Services (VAS) business and strengthens its presence in Southeast Asia.
The appointments reflect Visa’s continued investment in leadership talent and its commitment to delivering innovative payment solutions, enhanced customer experiences, and sustainable business growth across the region.
Serene Gay to Lead Visa’s Value-Added Services Business in Asia Pacific
Visa has appointed Serene Gay as Head of Value-Added Services (VAS) for Asia Pacific. She succeeds Axel Boye-Moller, who has taken on the role of Group Country Manager for the Nordics and Baltics.
In her new position, Serene will oversee the expansion of Visa’s Value-Added Services portfolio, which includes issuing and loyalty solutions, acceptance services, as well as risk and security offerings. Her focus will be on helping clients unlock new growth opportunities while enhancing payment security and customer experiences.
Serene brings more than 20 years of experience in payments and financial services. Throughout her career, she has held senior leadership positions across digital banking, product strategy, marketing, and data-driven business functions. She has also led major transformation initiatives and strategic partnerships across key markets including Singapore and China.
Adeline Kim Takes on Expanded Leadership Role
Visa has also promoted Adeline Kim to Group Country Manager for Singapore, Malaysia, and Thailand, in addition to her role as Senior Vice President, Global Clients & Acquirers, Asia Pacific.
Previously serving as Country Manager for Singapore and Brunei, Adeline will now oversee Visa’s operations across three important Southeast Asian markets. Her responsibilities will include strengthening client relationships, drive regional collaboration, and accelerate innovation to support secure and seamless digital commerce experiences.
With more than 14 years at Visa, Adeline has held leadership positions spanning products and solutions, risk management, data, and country leadership. She has played a key role in expanding Visa’s business footprint and deepening partnerships across Southeast Asia.
Focused on Growth and Innovation
Commenting on the appointments, Stephen Karpin, Regional President, Asia Pacific, Visa, highlighted the strategic importance of the leadership changes.
He noted that Asia Pacific remains one of Visa’s fastest growing and most dynamic regions, with Value-Added Services emerging as a major driver of client growth and differentiation. He added that Serene’s leadership will be instrumental in scaling these capabilities across the region.
Karpin also emphasized that Adeline’s extensive market knowledge and strong client relationships position her well to lead Visa’s business across Southeast Asia while strengthening partnerships with key clients and acquirers.
Strengthening Regional Leadership
The latest appointments underscore Visa’s long-term commitment to investing in leadership, innovation, and customer-focused solutions across Asia Pacific. As digital payments continue to evolve, the company remains focused on helping financial institutions, merchants, and partners unlock new opportunities while delivering secure, seamless, and innovative payment experiences.
