Visa, a global leader in digital payments, has announced two significant leadership appointments in the Asia Pacific region, aiming to expand its Value-Added Services (VAS) and accelerate growth in Southeast Asia. Serene Gay, formerly Group Country Manager for Singapore, Malaysia, and Thailand, has been appointed as Head of Value-Added Services for Asia Pacific. She will focus on expanding Visa’s VAS business, which includes Issuing and Loyalty, Acceptance, and Risk & Security solutions.
Serene Gay brings over two decades of experience in payments and financial services, having held senior roles in digital banking, product strategy, and marketing. Her leadership is expected to drive transformation and build strategic partnerships across the region. “Serene will play a pivotal role in scaling these capabilities for our clients across Asia Pacific,” said Stephen Karpin, Regional President for Asia Pacific at Visa.
Adeline Kim steps into an expanded role as Group Country Manager for Singapore, Malaysia, and Thailand, and Senior Vice President of Global Clients & Acquirers for Asia Pacific. Previously the Country Manager for Singapore and Brunei, Adeline will lead Visa’s business across these countries, focusing on client engagement and regional collaboration. With over 14 years at Visa, she has been instrumental in advancing the company’s business and client relationships in Southeast Asia.
These appointments underscore Visa’s commitment to investing in talent and strengthening its capabilities to support clients and partners across the Asia Pacific region. As Visa continues to prioritise Value-Added Services, these leadership changes are set to enhance the company’s growth and innovation in the dynamic Asia Pacific market.
