Credit: beboy, Shutterstock has announced new leadership for one of its biggest markets, France, appointing a new General Manager for the country in Jean-Brice Picardi.

Picardi has been charged with accelerating growth for the company in France. Boosting the company’s growth trajectory in the country has been underscored as ‘critical’ to’s European strategy.

The new addition to Viva’s senior management in France will take on the role of overseeing ‘all aspects’ of its operations in the market, including strategic guidance as well as maintaining and delivering company standards and objectives.

Picardi remarked: “Joining at this stage is a remarkable opportunity to leverage my experience in the commercial banking and payment industries to further accelerate the company’s already impressive growth in France. 

“’s commitment to innovation and its impressive in-house payment technology is exciting to me and I am eager to expand our operations and continue delivering exceptional value to our clients in this dynamic market.”

Picardi’s background includes experience at BNP Paribas, one of the largest banks in both France and Europe at large, where he began his tenure as Inspection Générale in 2007.

He would later become Deputy CEO of the group’s buy now, pay later (BNLPL) subsidiary, Floa, where he played a role in rolling out the franchise’s operations in Spain, Italy and Portugal.

He joins’s French journey at a time of increased focus on local growth acceleration for the firm, which last year moved to diversify its offering for French customers by integrating iPhone Tap to Pay.

Dimitris Papaioannou, Regional Vice President at, said: “Jean-Brice joins at a pivotal moment for the company as we continue our expansion in the French market and around Europe, pioneering the new wave of payments based on Tap on Any Device innovation which enables acceptance of payments over literally any device the merchants owns,”

“Our innovative platform offers unprecedented payments and productivity benefits, including the line-up of over 38 payment methods, from international card schemes to CB (Cartes Bancaires). 

“With a significant experience in banking and commercial development, Jean-Brice is uniquely well-equipped to guide our operations and accelerate growth in France.”