Visa announces Asia Pacific leadership appointments to scale value-added services and Southeast Asia growth

• Serene Gay to lead Visa’s Value-Added Services expansion across Asia Pacific
• Adeline Kim assumes expanded Southeast Asia leadership role to drive regional growth

Visa, a global leader in digital payments, has announced two senior leadership appointments in Asia Pacific, reinforcing its focus on scaling Value-Added Services (VAS) and accelerating growth in Southeast Asia. These appointments highlight the depth of Visa’s leadership talent and reinforce Singapore’s position as a key hub for regional leadership development.

Serene Gay, previously group country manager for Singapore, Malaysia and Thailand, and SVP, Global Clients and Acquirers, Asia Pacific, has been appointed head of Value-Added Services for Asia Pacific, succeeding Axel Boye-Moller, who is now group country manager for the Nordics and Baltics.

In her new role, Gay will lead the expansion of Visa’s VAS business across Issuing and Loyalty, Acceptance and Risk & Security solutions. She will focus on scaling these capabilities and integrating them more deeply into Visa’s offerings to help clients grow, strengthen differentiation and deliver seamless, secure customer experiences.

Gay brings more than two decades of experience in payments and financial services, having held senior leadership roles across digital banking, product strategy, marketing and data. She has led businesses for global financial institutions in China and Singapore and is recognised for driving transformation and building strategic partnerships.

Adeline Kim has assumed an expanded role as group country manager for Singapore, Malaysia and Thailand, and SVP, Global Clients & Acquirers, Asia Pacific, succeeding Gay while ensuring continuity across the cluster. She previously served as country manager for Singapore and Brunei.

Kim will lead Visa’s business across Singapore, Malaysia and Thailand, focusing on deepening client and partner engagement, strengthening regional collaboration and accelerating innovation to deliver secure and seamless commerce experiences.

She brings extensive experience in payments and consumer products, including more than 14 years at Visa in leadership roles spanning products and solutions, data, risk and country management. She has played a key role in strengthening Visa’s business and client relationships across Southeast Asia.

Stephen Karpin, regional president, Asia Pacific, Visa, said: “Asia Pacific continues to be one of Visa’s most dynamic regions, and these appointments reflect both our strategic priorities and the depth of leadership talent we have built across the region. Value-Added Services is a key driver of our business and an increasingly important way we deliver differentiated value to our clients. Gay will play a pivotal role in scaling these capabilities across Asia Pacific.”

“At the same time, Kim brings strong market insight and deep client focus and is well positioned to lead our business across Southeast Asia and our Global Clients & Acquirers relationships. Her leadership ensures continuity as we deepen partnerships and accelerate growth,” he added.

The appointments underscore Visa’s continued investment in talent and its commitment to strengthening capabilities that support clients, partners and the broader payments ecosystem across Asia Pacific.