Global payments technology company Visa has established a new sub-regional structure bringing together Egypt, Libya, and Sudan, as part of its broader regional growth strategy. The company also appointed Malak El Baba as country manager to lead operations across the three markets.
Visa said the move is aimed at accelerating digital payments, expanding financial inclusion, and strengthening commerce enablement in the sub-region. The restructuring is designed to deepen collaboration with governments, financial institutions, fintech firms, and merchant partners while supporting national digital transformation agendas.
Building on more than four decades of regional presence, Visa stated that the new organisational model will bring it closer to clients and stakeholders, enabling faster innovation and more tailored market execution. The company views Egypt, Libya, and Sudan as markets at pivotal stages of digital evolution, with rising demand for secure and accessible payment solutions.
In her expanded role, Malak El Baba will oversee strategy, business development, and operational execution across the three countries. She previously served as Visa’s country manager for Egypt, where she led major initiatives and drove growth across new business lines and strategic partnerships. Her broader mandate is expected to help leverage cross-market synergies and introduce advanced digital commerce solutions to consumers and businesses.
El Baba said the three markets are at critical moments in their digital transformation journeys, emphasising Visa’s commitment to supporting governments, financial institutions, merchants, and fintech companies in building secure and innovative payment ecosystems.
As part of the organisational changes, Ahmed Mohey has been appointed head of sales for Egypt. He previously served as Visa’s country manager for Tunisia, Algeria, Mauritania, Libya, and Sudan. With nearly two decades at Visa, Mohey will lead Egypt’s sales operations, focusing on executing growth strategies and strengthening value-based partnerships with key financial institutions.
Visa opened a dedicated office in Cairo in September 2023 to strengthen local partnerships and drive cashless adoption. The company supports banks, merchants, governments, and fintechs through its global network, facilitating transactions in more than 200 countries. The Cairo office launch marked part of Visa’s regional expansion strategy, which included a 15 per cent annual increase in staff across North Africa, the Levant, and Pakistan, with a focus on hybrid work models, talent development, and innovation.
