Global digital payments leader Visa announced Sunday the appointment of Malak El-Baba as country manager for Egypt in an effort to "accelerate the growth of the country's digital payments sector."
A press release sent by Visa to Ahram Online said El-Baba "will be responsible for all aspects of Visa’s operations in Egypt and for deepening Visa’s partnerships with key clients to accelerate the growth of the country’s digital payments sector.”
El-Baba first joined Visa in 2011 and since then has taken on several marketing positions, with her latest posting being senior director of marketing for North Africa, the Levant and Pakistan, where she carried out her role "to increase the global digital payments leader’s brand visibility in the region," and helped "boost business growth and competitiveness."
“Egypt is moving rapidly towards digitising the economy and we continue to be committed to bringing the best in payments technology to consumers and businesses. I am excited to help accelerate this trend by building on Visa’s strong relationships with our financial institutions, merchants, government, payment industry regulators and other industry partners," El-Baba said.
Visa also named Essam El-Daly as head of merchant sales and acquiring (MSA) for North Africa, the Levant and Pakistan, based in Cairo, according to the statement.
El-Daly joined Visa in 2013 with over 20 years’ experience in banking and finance and was "instrumental in developing the company’s acceptance business across North and West Africa."
El-Daly had served in 2019 as head of financial institutions, Egypt, where he led the local business development team and signed a number of strategic partnerships.
He will be responsible in his new role "for driving Visa’s growth and expansion strategy through opening up new acceptance flows and building the right strategic partnerships in these markets."
“I’m thrilled with the opportunity to step into this role with Visa already well-positioned to help unlock the vast opportunities for growth and drive the delivery of the social and economic benefits of digital payments to more people,” El-Daly said.
Visa said Egypt "represents significant opportunity for digital payments," with the global payment company "committed to continue supporting its partner banks, new entrants and the government in further driving digital commerce in the Arab world’s most populous country."