Everything begins and ends with the customers’ wants and needs, says Mariano Dima, who was CMO of Visa Europe for seven years, leading the charge to convince consumers to use contactless payments, before joining startup holiday rental company HomeAway in 2014. Now his role covers a portfolio of regional brands serving 190 countries. Before joining Visa Dima held senior roles at Levi Strauss, Vodafone and PepsiCo.