Visa Announces Strategic Leadership Appointments Across Asia Pacific

Serene Gay has been appointed Head of Value-Added Services for Asia Pacific. She previously served as Group Country Manager for Singapore, Malaysia, and Thailand, as well as SVP, Global Clients and Acquirers, Asia Pacific. In her new position, she will focus on expanding Visa’s services in areas such as loyalty programs, payment acceptance, risk management, and security solutions.

With more than 20 years of experience in payments and financial services, Serene Gay has held senior leadership roles in digital banking, product strategy, marketing, and data. She has worked with major financial institutions in China and Singapore and is known for driving business transformation and building strong partnerships.

Adeline Kim has been promoted to Group Country Manager for Singapore, Malaysia, and Thailand, while also serving as SVP, Global Clients & Acquirers, Asia Pacific. She succeeds Serene Gay and will lead Visa’s business operations across the three countries, focusing on client relationships, regional collaboration, and innovation.

Before this promotion, Adeline Kim was Country Manager for Singapore and Brunei. She has more than 14 years of experience at Visa and has held leadership roles across products, solutions, data, risk management, and country operations. She has played a major role in strengthening Visa’s business and customer 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.

These leadership appointments show Visa’s ongoing commitment to investing in talented people and strengthening its team. The company aims to build stronger capabilities that help its clients, partners, and the overall payments industry grow and succeed across the Asia Pacific region.

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