Visa has appointed Sergiy Martinchuk as Senior Vice President and Regional Manager for Ukraine, Moldova, Southern and Eastern Europe, Central Asia and the Caucasus. Based in Kyiv, he will oversee business operations and strategy across 17 markets.
Martinčuk succeeds Kristina Dorosh, who has moved into a global role at Visa’s headquarters in San Francisco within Value Added Services. His focus will be on strengthening partnerships with financial institutions, regulators, banks, merchants and technology partners, while advancing the digitalisation of payments.
Before joining Visa, Martinchuk spent nearly two decades at Cisco, where he held senior leadership roles and worked on digital transformation, operational management and regional growth strategies.
He holds expertise in both computer science and finance.
“Joining Visa at such a pivotal moment for the payments industry is a great honour,” Martinchuk said, adding that the priority will be to enhance digital payment solutions, support business growth and further develop value-added services.
Visa has been present in Southeast Europe for more than 40 years, working with banks, merchants and public institutions to build a secure and inclusive digital payments ecosystem, while continuing to innovate in areas such as tokenisation, biometric payments and e-commerce.
