# Visa Announces Asia Pacific Leadership Appointments to Scale Value-Added Services and Southeast Asia Growth

- Link: https://www.thailand-business-news.com/pr-news/visa-announces-asia-pacific-leadership-appointments-to-scale-value-added-services-and-southeast-asia-growth
- Published: 2026-06-04T13:00:00+07:00
- Author: PR Newswire

SINGAPORE, June 4, 2026 /PRNewswire/ — Visa, a global leader in digital payments,
today 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 leadership talent and reinforce 
Singapore’s position as a key hub for developing senior regional leaders.

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, taking over from Axel Boye-Moller, now Group
Country Manager for the Nordics and Baltics. In this role, she will lead the expansion
of Visa’s VAS business, spanning Issuing and Loyalty, Acceptance, and Risk & Security
solutions. She will focus on scaling these capabilities and embedding them more 
deeply into Visa’s core offerings to accelerate client growth, strengthen differentiation,
and deliver seamless and secure customer experiences.

[⌊Serene Gay, Head of Value-Added Services for Asia Pacific, Visa⌉⌊Serene Gay, Head
of Value-Added Services for Asia Pacific, Visa⌉[
Serene Gay, Head of Value-Added
Services for Asia Pacific, Visa

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

Adeline Kim steps into an expanded role as Group Country Manager for Singapore, 
Malaysia and Thailand and SVP, Global Clients & Acquirers for Asia Pacific, ensuring
continuity as the business enters its next phase of growth across the cluster. She
was previously Country Manager for Singapore and Brunei.

[⌊Adeline Kim, Group Country Manager for Singapore, Malaysia and Thailand and SVP,
Global Clients & Acquirers for Asia Pacific, Visa⌉⌊Adeline Kim, Group Country Manager
for Singapore, Malaysia and Thailand and SVP, Global Clients & Acquirers for Asia
Pacific, Visa⌉[
Adeline Kim, Group Country Manager for Singapore, Malaysia and Thailand
and SVP, Global Clients & Acquirers for Asia Pacific, Visa

In her new role, Adeline will lead Visa’s business across Singapore, Malaysia and
Thailand, with a focus on deepening client and partner engagement, strengthening
regional collaboration, and accelerating innovation to deliver secure and seamless
commerce experiences.

Adeline brings a wealth of experience in payments and consumer products, including
over 14 years at Visa in senior leadership roles spanning products and solutions,
data, risk and country management. She has played a key role in advancing Visa’s
business and client relationships across Southeast Asia, with a focus on execution
and partnership-led growth.

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 growth and an increasingly important
way we deliver differentiated value to our clients. Serene will play a pivotal role
in scaling these capabilities for our clients across Asia Pacific."

"At the same time, Adeline 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 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.

###

**About Visa**

Visa (NYSE: V) is a world leader in digital payments, facilitating transactions 
between consumers, merchants, financial institutions and government entities across
more than 200 countries and territories. Our mission is to connect the world through
the most innovative, convenient, reliable and secure payments network, enabling 
individuals, businesses and economies to thrive. We believe that economies that 
include everyone everywhere, uplift everyone everywhere and see access as foundational
to the future of money movement. Learn more at Visa.com. 

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  |  This article was produced by Cision PR Newswire, our trusted news partner. The views expressed and the content presented here are solely those of the author and may not fully reflect the opinions of Thailand Business News. |

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