Dima has been tasked with boosting customer loyalty as new products including contactless cards are launched. He replaces John Prideaux, who left Visa in September.
After beginning his career at PepsiCo, Dima's roles have included head of consumer segments strategy worldwide for Vodafone and head of international marketing and business development at Pentland Group, whose sportswear brands include Speedo and Lacoste.
Visa last week announced the launch of its first contactless card with Barclaycard and Transport for London. Users of the combined Oyster-Barclaycard will be able to use the same plastic to pay for travel and as a credit card.
Earlier this year, Visa Europe ran a major campaign encouraging consumers to use their cards more often for lower-value transactions.
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