Visa Names Malak El Baba to Lead New North Africa Region Covering Egypt, Libya, and Sudan

Visa, the global payments leader, has created a new sub-region that groups Egypt, Libya, and Sudan together. This move aims to grow its presence in North Africa and speed up digital changes in these three countries. The change fits into Visa’s big plans for growth. It shows the company’s strong support for each country’s push toward digital economies. By uniting leadership and work in these markets, Visa wants to work closer with governments, banks, fintech companies, and businesses. The goal is to help more people join the financial system and make digital shopping easier.

This new setup builds on Visa’s over 40 years of work in North Africa, the Levant, and Pakistan. The company says the change will let it make decisions faster and closer to its customers. This means quicker new ideas and solutions that fit each market’s needs perfectly.

Visa picked Malak El Baba to lead this new sub-region as Country Manager for Egypt, Libya, and Sudan. In her bigger job, she will guide the company’s plans, grow its business, and handle daily work across all three countries.

Visa Names Malak El Baba to Lead New North Africa

Before this, El Baba was Country Manager just for Egypt. There, she started big projects that helped Visa grow and add new services. She built strong ties with major banks and other key players. This made Visa a top name in Egypt’s fast-changing digital payments world.

Now, in her new role across borders, she will create better teamwork between the countries. This should boost growth in all three markets and bring advanced digital shopping tools to people and businesses.

“I am honored 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.”

Along with this change, Ahmed Mohey now leads sales for Egypt. He used to be Country Manager for Tunisia, Algeria, Mauritania, Libya, and Sudan. In that job, he managed operations in several North and West African countries.

In his new position, Mohey will focus only on Egypt. He will run the sales team and build deeper partnerships with big banks. With almost 20 years at Visa and deep knowledge of North Africa, he brings real expertise. His role shows Visa’s plan to improve its sales push in Egypt, a key and lively payments market in the region.

This new sub-region is part of a larger pattern. Many global tech and payments firms are shifting to more flexible setups that match local markets in Africa and the Middle East. For Visa, it means getting even more involved in each country’s digital systems. Governments here are focusing on cashless payments, new fintech ideas, and including more people in finance.

By bringing leaders together and improving local work, Visa sets itself up to grab the next big wave of digital business growth in North Africa. It will help governments go digital, give more people access to formal money services, and provide safe payment systems that can grow with businesses and shoppers.

For tech leaders and company heads in the region, this change points to key trends. Integrated payment networks, teamwork between public and private sectors, and plans that cross borders are vital. They drive lasting economic change.

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