Visa has announced senior leadership changes in Asia Pacific, appointing new heads to spearhead its Value-Added Services (VAS) expansion and deepen growth across Southeast Asia, underscoring the company’s push to strengthen its regional payments ecosystem.
Serene Gay has been named Head of VAS for Asia Pacific, where she will oversee the expansion of Visa’s VAS portfolio across issuing and loyalty, acceptance, and risk and security solutions.
She succeeds Axel Boye-Moller, who has taken on a new role as Group Country Manager for the Nordics and Baltics.
In her new position, Gay will focus on scaling Visa’s VAS capabilities and integrating them more closely into core offerings to drive client growth and enhance secure, seamless digital payment experiences across the region.
Gay brings over 20 years of experience in payments and financial services, having held senior roles across digital banking, product strategy, marketing and data. She has led businesses in China and Singapore and is recognised for driving large-scale transformation and strategic partnerships.
Visa also appointed Adeline Kim as Group Country Manager for Singapore, Malaysia and Thailand, alongside her expanded role as Senior Vice-President, Global Clients & Acquirers for Asia Pacific. She previously served as Country Manager for Singapore and Brunei.
Kim will oversee Visa’s business across the three Southeast Asian markets, focusing on strengthening client relationships, deepening regional collaboration and accelerating innovation in secure and seamless commerce. She has more than 14 years of experience at Visa, spanning product, data, risk and country leadership roles.
Visa Asia Pacific Regional President Stephen Karpin said the appointments reflect the company’s strategic focus on high-growth areas and its strong leadership bench in the region.
He highlighted VAS as a key growth driver for Visa, while noting that Kim’s appointment ensures continuity in strengthening partnerships and accelerating expansion across Southeast Asia.
The leadership changes reinforce Visa’s continued investment in talent and its commitment to scaling digital payment capabilities across one of its fastest-growing regions globally.
