Maja Lapcevic
SVP Crypto Flows & Digital Asset Commercialization Mastercard
Maja is the Senior Vice President of Crypto Flows & Commercialization and sits on the leadership team of the Global Digital Asset product team. Maja leads Mastercard’s Crypto Flows products globally and commercialization efforts across the team. Previously Maja held leadership positions in Mastercard Foundry, the company’s enterprise innovation lab focused on powering Mastercard's ability to deliver new, customer-centric solutions and experiences. She has incubated and commercialized numerous new offerings aimed at advancing Mastercard into new payment flows and growth areas. In addition, Maja also oversaw Mastercard’s global and regional Innovation Management practices cross-functionally. She built out Mastercard’s Global Experience Centers across 7 locations in the world, established the Foundry’s foresights practice that brings insights on the future of next-gen technology trends, and created Mastercard Signal’s, the company’s insights thought leadership publication focused on the intersection of payment and emerging technology trends..
Prior to joining Mastercard, Maja held a number of innovation leadership roles at Citi Ventures including the build out of an Emerging Technology practice, co-heading the award-winning D10x Global Incubator program where she led the definition, design and development of new products and services, and in Venture Investing where she was responsible for startup sourcing, investment, and commercialization focusing on commerce, payments, fintech, and marketing technology domains. She also established Citi consumer’s social presence and managed digital partnerships including Facebook, LinkedIn, Twitter (X), Amazon, Spotify, and others. Prior to Citi, Maja held numerous roles in startups including serving as the Corporate Affairs officer of a mobile payments startup, InternetQ, taking it public on AIM as well as founding and running her own international consultancy, SML Strategic Media.
Maja is an experienced public and non-for-profit board director and is active in the community serving as an advisor to Alinea Ventures, Women in Innovation, and Girls on the Run in New York.
2026 Agenda Sessions
Are cobrand cards becoming the new digital loyalty platforms?
Cobrand programs are no longer just about rewards—they’re becoming the connective tissue between brands, consumers, and the digital ecosystems they move through every day. As commerce shifts toward mobile wallets, embedded checkout, and AI driven personalization, the most successful cobrand partnerships are those that feel native to the brand experience, not bolted on. This fireside conversation explores how Mastercard and its partners are reimagining cobrand programs as engines of engagement, trust, and growth.
We’ll unpack how global payment infrastructure, tokenization, advanced fraud tools, and API driven experimentation are enabling partners to innovate faster. You’ll hear how data and insights are powering more personalized journeys, how loyalty is evolving beyond points into behavior based value, and how strategic pilots are helping brands test and scale new ideas with confidence.
Takeaways:
• How Mastercard and leading brands co create differentiated cobrand value that feels native, not generic
• How digital first tools—tokenization, Click to Pay, embedded checkout—are reshaping the cobrand experience
• How data and insights unlock personalization, loyalty optimization, and incremental spend
• How partners are modernizing digital ecosystems across wallets, apps, and omnichannel journeys
• How strategic pilots and emerging tech accelerate innovation without adding risk
Tuesday 31 March 13:05 - 13:50 Payments
We’ll unpack how global payment infrastructure, tokenization, advanced fraud tools, and API driven experimentation are enabling partners to innovate faster. You’ll hear how data and insights are powering more personalized journeys, how loyalty is evolving beyond points into behavior based value, and how strategic pilots are helping brands test and scale new ideas with confidence.
Takeaways:
• How Mastercard and leading brands co create differentiated cobrand value that feels native, not generic
• How digital first tools—tokenization, Click to Pay, embedded checkout—are reshaping the cobrand experience
• How data and insights unlock personalization, loyalty optimization, and incremental spend
• How partners are modernizing digital ecosystems across wallets, apps, and omnichannel journeys
• How strategic pilots and emerging tech accelerate innovation without adding risk Payments US/Pacific
