As part of its strategic growth plans for North Africa, Visa has unveiled a new sub-region made up of Egypt, Libya, and Sudan, with Malak El Baba appointed as country manager.
This expansion builds on the company’s long years of advancing digital payments, financial inclusion in the region.
According to the digital payments company, El Baba will oversee strategy, business development, and local market execution across the three nations.
Visa said having previously served as country manager for Egypt, El Baba is credited with leading major initiatives and driving the growth of new business lines and key partnerships.
The company goes to say her expanded geographic leadership will allow Visa to leverage regional synergies and accelerate the deployment of advanced digital commerce solutions for both consumers and businesses.
As part of this restructuring, Ahmed Mohey, who previously served as country manager for Tunisia, Algeria, Mauritania, Libya, and Sudan, will transition to the role of head of sales for Egypt.
Commenting on her strengthened role, El Baba, said: “These markets are at pivotal moments in their digital transformation journeys. Visa remains deeply committed to supporting governments, financial institutions, merchants, and fintechs in building secure, accessible, and innovative payment experiences for everyone."
Share