Visa has named Tarek Abdalla as Senior Vice President and Chief Marketing Officer for Central and Eastern Europe, Middle East, and Africa (CEMEA).

Abdalla, who officially started his role on May 2nd, will be based in Dubai and brings over two decades of experience including his previous role as TikTok’s General Manager for the Middle East, Africa, and South Asia. Prior to this, Abdalla spent a decade with Google, eventually rising to the role of Regional Marketing Director.

The new appointee will report to Frank Cooper III, Visa’s global Chief Marketing Officer and will be tasked with helping Visa expand its presence across several key markets.

“Tarek joins at an exciting time when clients have never been more engaged and connected with Visa as a brand and an essential service provider that both enables and empowers their everyday lives and businesses,” said Andrew Torre, Regional President for CEMEA, Visa in a statement.