Global digital payments leader Visa has announced a significant strategic realignment in North Africa, creating a new sub-region that combines Egypt, Libya, and Sudan. This move is designed to accelerate the growth of digital payments and deepen engagement with financial institutions, fintechs, and government partners across these key markets.
The restructuring aims to bring Visa’s operations closer to its clients and stakeholders, reinforcing its 40-year presence in the wider North Africa, Levant, and Pakistan region. The company stated the initiative aligns with national government priorities for digital transformation and financial inclusion.
New Leadership Structure
To spearhead this new chapter, Visa has appointed Malak El Baba as the Country Manager for the newly formed Egypt, Libya, and Sudan sub-region. Previously the Country Manager for Egypt, El Baba will now oversee Visa’s strategy, business development, and market execution across all three countries. Her expanded role is expected to leverage regional synergies and drive the adoption of advanced digital commerce solutions.
“I am honored to take on this expanded role and continue driving Visa’s strategy across Egypt, Libya, and Sudan,” said Malak El Baba. “These markets are at pivotal moments in their digital transformation journeys, and Visa remains deeply committed to supporting governments, financial institutions, merchants, and fintechs in building secure, accessible, and innovative payment experiences for everyone.”
Deepening Egypt Focus
As part of the organizational changes, Ahmed Mohey has been appointed as the Head of Sales for Egypt. Mohey, who formerly served as Visa’s Country Manager for Tunisia, Algeria, Mauritania, Libya, and Sudan, will leverage his extensive client expertise to execute Visa’s growth strategy in the Egyptian market. With nearly two decades of experience at the company, he will lead the Egypt sales team to strengthen partnerships with key financial institutions.
About Visa
Visa (NYSE: V) is a world leader in digital payments, facilitating transactions between consumers, merchants, financial institutions and government entities across more than 200 countries and territories. Our mission is to connect the world through the most innovative, convenient, reliable and secure payments network, enabling individuals, businesses and economies to thrive. We believe that economies that include everyone everywhere uplift everyone everywhere and see access as foundational to the future of money movement.
Source: MEA Tech Watch
