Alexey Bokov is Vice President of Brand Product, Content and Experience at Visa Europe, where he leads the integration of product, brand and content strategies across the region. He joined Visa in early 2021 as Head of Marketing for Russia, before moving into the CEMEA marketing hub team in 2022, and then later progressing to VP Brand Product Content and Experience in Europe.

With more than 20 years of experience, Alexey brings deep expertise in brand building, integrated marketing and content strategy. Before joining Visa. Alexey spent 11 years at Red Bull, where he served as Marketing Director, building and shaping the Red Bull brand. Notably, Alexey launched the Red Bull media network as a secondary content business for their organisation.

Earlier in his career, Alexey worked across the beverages categories, introducing new products in coffee category and developing both global and local brands across Russia and Eastern Europe.

Alexey’s passion is using technology and UX products to enrich everyday consumer lives – underpinned by insights drawn from identity data and behaviour signals for future development.

Now, his focus includes the evolution of AI – shifting from AI as a tool to AI as a service/product.