Visa Inc., a global leader in digital payments, has announced the appointment of Malak El Baba as Country Manager for Egypt, Libya, and Sudan, following the creation of a new sub-region covering these markets as part of Visa’s strategic growth plans.
In her expanded role, El Baba will oversee Visa’s strategy, business development, and local market execution across the three countries. She brings extensive experience from her previous role as Country Manager for Egypt, where she successfully led major initiatives, developed new business lines, and strengthened key partnerships in the market.
El Baba’s leadership across this new sub-region will enable Visa to leverage regional synergies, accelerate growth, and deliver advanced digital commerce solutions to consumers, businesses, and governments in Egypt, Libya, and Sudan.
“I am honored to take on this expanded role and continue driving Visa’s strategy across Egypt, Libya, and Sudan,” said Malak El Baba. “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.”
The new sub-region underscores Visa’s commitment to advancing digital payments and financial inclusion in North Africa and the wider region. With over 40 years of presence in the region, Visa aims to be closer to its clients and stakeholders, supporting national digital transformation priorities while fostering innovation and growth among businesses and partners.
Through this strategic appointment, Visa strengthens its leadership team in the region, positioning El Baba to drive impactful initiatives that enhance commerce enablement, expand access to digital payments, and deliver value-based partnerships across Egypt, Libya, and Sudan.
