Visa, the global digital payments company, has established a new sub-regional structure comprising Egypt, Libya, and Sudan.
The move forms a key part of Visa’s strategic growth plans for the wider North Africa, Levant, and Pakistan region. The reorganisation builds on the company’s 40-year presence in the region and is designed to bring the firm closer to its clients and stakeholders.
The creation of the sub-region reflects Visa’s commitment to supporting national government priorities for digital transformation, while expanding its engagement with financial institutions, fintechs, and merchant partners.
Leadership appointments
To spearhead this new strategic hub, Visa has appointed Malak El Baba as country manager for Egypt, Libya, and Sudan.
El Baba, who previously served as Country Manager solely for Egypt, will now oversee the company’s strategy, business development, and local market execution across all three countries. Her expanded geographic leadership aims to leverage regional synergies and bring advanced digital commerce solutions to both consumers and businesses.
Commenting on her new role, Malak El Baba stated: “I am honored to take on this expanded role and continue driving Visa’s strategy across Egypt, Libya, and Sudan. 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.”
As part of the regional reshuffle, Ahmed Mohey is taking on the role of head of sales for Egypt.
Mohey brings close to two decades of experience at Visa, having previously served as the company’s country manager for Tunisia, Algeria, Mauritania, Libya, and Sudan. In his new position, he will leverage his deep client expertise to execute Visa’s growth strategy in Egypt, driving further expansion and deepening value-based partnerships with key financial institutions.