DNA Payments appoints ex-Adyen Jan-Pieter Lips as CEO

Rick Steves

“I am a big believer in the transformational role of technology, and DNA is in a very strong position as a technology-first, end-to-end payments platform that consolidates and supports multiple channels.”

Jan-Pieter Lips, previously with Adyen, has been appointed CEO of DNA Payments Group. This UK and EU integrated omnichannel payments company is entering a new growth phase. Lips, with over twenty years of experience, including founding Nectar and leading at Adyen, will focus on enhancing customer experiences in growing market sectors like restaurants and specialty retail.

Lips’ tenure at Adyen involved driving the Unified Commerce offering, crucial for retail, food, beverage, and hospitality sectors.

This appointment allows DNA Payments’ founders, Arif Babayev and Nurlan Zhagiparov to concentrate on innovation, product, technology, and strategic partnerships.

DNA Payments, a technology-first platform, offers scalable and secure systems, supporting diverse customer needs. Lips emphasizes the importance of adapting to consumer behavior changes and innovations in commerce and payments.

“Creating great customer experiences is now non-negotiable”

Jan-Pieter Lips, CEO at DNA Payments said: “I am excited to join DNA at this key moment where the company is going through huge growth. Creating great customer experiences is now non-negotiable and expectations from consumers are growing exponentially. More than ever before, companies want to quickly and easily adapt to changing customer behaviours and new innovations in commerce and payments. DNA’s people and platform are incredibly well placed to deliver this.

“I am a big believer in the transformational role of technology, and DNA is in a very strong position as a technology-first, end-to-end payments platform that consolidates and supports multiple channels. By providing these scalable and secure systems, we can help our clients provide their customers what they want and need – a consistent buying experience.”

Arif Babayev and Nurlan Zhagiparov, Founders of DNA Payments, said: “We are delighted to have secured JP as CEO. He brings with him more than two decades of immense experience after founding Nectar and at the highest level at Adyen. His passion for customer experience means that he was the outstanding candidate for the role and in the perfect person to take DNA to even greater heights.

A look into Jan-Pieter Lips’s career

Jan-Pieter Lips, often referred to as JP Lips, has a notable career trajectory, particularly in the fields of loyalty management, analytics, digital marketing, and fintech. His professional journey began at the retail consortium Vendex in the Netherlands. In 1997, he joined Loyalty Management Group (LMG) in the Netherlands, which played a pivotal role in launching the Nectar loyalty scheme in 2002. Nectar was later acquired by Aimia in 2007.

Lips was a key figure at Aimia, where he held several leadership roles, including Managing Director of Nectar from 2009 to 2013 and President of Aimia’s EMEA division from 2013 to 2017. In these roles, he was accountable for leading Aimia’s loyalty and data-driven marketing businesses, including Nectar and Air Miles Middle East, and launching programs in new countries.

Following his tenure at Aimia, Lips joined Adyen, where he worked from 2018 to 2023. As Head of Unified Commerce and a member of the Leadership Group at Adyen, he was instrumental in developing and promoting the Unified Commerce offering. This role involved enabling omnichannel companies in retail, food and beverage, and hospitality to create seamless shopping experiences and engage customers with recognition and loyalty.

Lips’ expertise is widely recognized in the industry, particularly for his contributions to the development of data-driven marketing strategies in retail, financial services, and travel, and for his pioneering work in the loyalty management industry in Europe.

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