Illustrative image of credit cards. AP.
Visa said the action underscores its commitment to supporting government-led digital transformation agendas and deepening engagement with financial institutions, fintech firms, and merchant partners.
Building on more than 40 years of regional presence, the new organizational structure is designed to bring Visa closer to clients and stakeholders, enabling businesses, governments, and partners to innovate and scale, while advancing digital payments, financial inclusion, and commerce across the wider North Africa, Levant, and Pakistan region.
As part of the move, Visa appointed Malak El Baba as country manager for Egypt, Libya, and Sudan. In her expanded role, El Baba will oversee the company’s strategy, business development, and local market execution across the three countries. She previously served as Visa’s country manager for Egypt, where she led major initiatives and drove growth in new business lines and strategic partnerships.
Her broader geographic mandate is expected to help Visa leverage regional synergies, accelerate market growth, and introduce advanced digital commerce solutions to consumers and businesses across the three markets.
“I am honoured to take on this expanded role and continue driving Visa’s strategy across Egypt, Libya, and Sudan,” El Baba said. “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.”
Meanwhile, Ahmed Mohey, who previously served as Visa’s country manager for Tunisia, Algeria, Mauritania, Libya, and Sudan, has been appointed head of sales for Egypt. With nearly two decades of experience at Visa and a strong track record across North Africa, Mohey will lead the company’s Egypt sales organization, focusing on executing Visa’s growth strategy and deepening value-based partnerships with key financial institutions.
In September 2023, Visa established a dedicated office in Cairo to bolster local partnerships and drive cashless adoption. As the first global payments organization in Egypt, Visa supports financial institutions, merchants, governments, and fintechs through its secure network, facilitating transactions across over 200 countries. The 2023 office opening marked regional growth, with 15 percent annual staff increases in North Africa, the Levant, and Pakistan, emphasizing hybrid work, talent development, and innovation sharing.
Visa operations in the Egyptian market focus on digitizing payments amid accelerating cash displacement, capturing trends in consumer behaviour for online/offline commerce, and contributing to Egypt's economy through efficient solutions.
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