Singapore – Visa has announced two senior leadership appointments in Asia Pacific as it looks to expand its Value-Added Services (VAS) business and strengthen growth across Southeast Asia.
The company named Serene Gay as Head of Value-Added Services for Asia Pacific, succeeding Axel Boye-Moller, who has moved to the role of Group Country Manager for the Nordics and Baltics. Gay previously served as Group Country Manager for Singapore, Malaysia and Thailand, as well as Senior Vice President for Global Clients and Acquirers in Asia Pacific.
In her new role, Gay will oversee the growth of Visa’s VAS portfolio across the region, including issuing and loyalty solutions, acceptance services, and risk and security offerings. The company said she will focus on scaling these capabilities and integrating them more closely with Visa’s core products and services.
Gay brings more than 20 years of experience in the payments and financial services sector, having held leadership positions in digital banking, product strategy, marketing, and data. She has also led businesses for global financial institutions in China and Singapore.
Meanwhile, Adeline Kim has been appointed Group Country Manager for Singapore, Malaysia and Thailand, while also assuming the role of Senior Vice President for Global Clients & Acquirers in Asia Pacific. She previously served as Country Manager for Singapore and Brunei.
Kim will be responsible for leading Visa’s operations across Singapore, Malaysia and Thailand, with a focus on strengthening client and partner relationships, driving regional collaboration, and supporting innovation in digital commerce.
She has spent more than 14 years with Visa in various leadership roles spanning products and solutions, data, risk management, and country leadership. The company said she has played a key role in developing client relationships and business growth initiatives across Southeast Asia.
Commenting on the appointments, Stephen Karpin, Regional President, Asia Pacific at 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.”
He added: “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.”
Visa said the appointments reflect its continued investment in leadership talent and its efforts to strengthen capabilities supporting clients, partners, and the broader payments ecosystem across Asia Pacific.
