Visa, a global leader in digital payments, has announced the creation of a new sub-region comprising Egypt, Libya, and Sudan as part of its strategic growth plans across North Africa.
The move reflects the company’s continued commitment to supporting national government priorities around digital transformation, while deepening engagement with financial institutions, fintech innovators, and merchant partners in key markets.
Building on more than 40 years of regional presence, the new structure is designed to bring them closer to clients and stakeholders. By aligning the three markets under a focused leadership framework, Visa aims to strengthen collaboration, accelerate decision-making, and better respond to local market dynamics. The reorganization also reinforces their broader mission to advance digital payments, promote financial inclusion, and enable commerce across the wider North Africa, Levant, and Pakistan region.
The establishment of this sub-region comes at a time when digital adoption is gaining momentum. Governments across Egypt, Libya, and Sudan are prioritizing financial inclusion, expanding digital infrastructure, and modernizing payment ecosystems to support economic growth. Consumers are increasingly embracing digital wallets, contactless payments, and e-commerce, while businesses are seeking secure and scalable solutions to meet changing customer expectations. By consolidating these markets under a unified strategy, they are positioning themselves to work more closely with regulators and ecosystem players to scale secure and innovative payment solutions that drive measurable economic impact.
Visa has appointed Malak El Baba as Country Manager for Egypt, Libya, and Sudan. In her expanded role, she will oversee the company’s strategy, business development, and in-market execution across the three countries. Malak previously served as Country Manager for Egypt, where she led several major initiatives that contributed to the growth of new business lines and strengthened partnerships across the financial services sector. Under her leadership, the company expanded its acceptance footprint, supported the rollout of innovative payment technologies, and deepened collaboration with both public and private sector stakeholders.
Her expanded geographic leadership will enable the company to leverage regional synergies and share best practices across markets. By aligning strategies and fostering cross-border collaboration, Visa aims to accelerate growth, unlock new opportunities in digital commerce, and support both consumers and businesses with advanced payment capabilities. The new structure is also expected to enhance their ability to tailor solutions to local market needs while maintaining a cohesive regional vision, ensuring consistency in execution while remaining responsive to country-specific priorities.
Commenting on her appointment, Malak El Baba said she is honoured to take on the expanded responsibility and continue driving Visa’s strategy across Egypt, Libya, and Sudan. She noted that these markets are at pivotal moments in their digital transformation journeys, with growing demand for secure, accessible, and innovative payment experiences. She reaffirmed their commitment to supporting governments, financial institutions, merchants, and fintech partners in building inclusive and resilient digital ecosystems that benefit individuals and businesses alike, while fostering sustainable long-term growth.
As part of the organizational change, Ahmed Mohey, who previously served as Visa’s Country Manager for Tunisia, Algeria, Mauritania, Libya, and Sudan, will assume the role of Head of Sales for Egypt. In this capacity, he will focus on executing the growth strategy in Egypt, one of the region’s most dynamic and strategically important markets, where digital payment adoption continues to accelerate across both urban and rural segments.
With nearly two decades of experience at Visa and a strong track record across North Africa, Ahmed brings deep client expertise and market knowledge to his new role. He will lead Visa’s Egypt sales organization, driving business expansion and strengthening value-based partnerships with key financial institutions. His appointment is expected to further enhance their ability to deliver tailored solutions, expand acceptance networks, accelerate digital payment adoption, and support clients in navigating an increasingly competitive payments landscape.
Together, these leadership appointments underscore the company’s long-term commitment to the region and its ambition to play a central role in shaping the future of digital commerce across Egypt, Libya, and Sudan.
