Lena Zurkiya is the Head of Consumer Products and Solutions for Visa in Central and Eastern Europe, Middle East and Africa (CEMEA). In her current role, Lena leads Visa’s consumer products portfolio across the region, overseeing core consumer products, advancing Visa’s consumer value propositions, and enhancing the technical capabilities of Visa’s benefits platforms. She works closely with issuers and ecosystem partners to deliver differentiated payment experiences that meet evolving consumer expectations and accelerate the adoption of digital payments. Lena joined Visa in 2022 as Head of Strategy and Operations for Visa Consulting & Analytics (VCA) in CEMEA, where she led strategic planning and operational excellence across the business. Prior to Visa, Lena spent 12 years in management consulting, advising leading financial institutions and clients across the consumer and travel sectors on strategy, growth, transformation, and operational excellence. Lena brings deep expertise in payments, consumer strategy, and product innovation, with a strong track record of helping clients develop customer-centric solutions that drive business growth and deliver meaningful consumer value.