Visa Establishes New Sub-Region Covering Egypt, Libya, and Sudan to Accelerate Digital Payments Growth
Visa, a global leader in digital payments, has announced the creation of a new sub-region encompassing Egypt, Libya, and Sudan. This move aligns with the company’s strategic plan to accelerate digital transformation and drive payments growth across the region.
The decision highlights Visa’s commitment to supporting national government priorities in digital transformation while strengthening collaboration with financial institutions, fintech companies, and merchant partners.
Restructuring to Enhance Market Proximity
With over 40 years of regional experience, the new organizational structure allows Visa to be closer to its clients and stakeholders, supporting businesses and governments in innovation and growth.
Key objectives include:
- Accelerating the adoption of digital payment solutions
- Supporting financial inclusion
- Enabling e-commerce and cross-border trade
- Enhancing regional integration across North Africa, the Middle East, and broader Pakistan
Leadership Appointments to Drive Implementation
As part of the operational plans, Visa appointed Malak El Baba as General Manager for Egypt, Libya, and Sudan. She will oversee the company’s strategy, business development, and operational execution across the three markets.
El Baba has extensive experience in Egypt, having led major initiatives that launched new business lines and built strategic partnerships. Her expanded regional role will allow Visa to leverage synergies and accelerate market growth while delivering advanced digital payment solutions to consumers and businesses in the three countries.
Additionally, Ahmed Mohie has been appointed Head of Sales in Egypt. With nearly two decades of experience across North African markets, he will lead the sales team, focusing on strengthening value-driven partnerships and supporting Visa’s growth strategy in Egypt.
Economic and Strategic Implications
The creation of this new sub-region carries significant strategic implications:
- Recognition of Egypt, Libya, and Sudan as key growth markets for digital payments in North Africa
- Highlighting Egypt’s increasing role as a regional hub for digital transformation and financial services
- Emphasizing the need for flexible organizational structures to meet fast-evolving fintech and payment solution demands
Visa’s establishment of a new sub-region for Egypt, Libya, and Sudan reflects a clear expansion strategy aimed at deepening its presence in North Africa. With regionally empowered leadership and a more focused organizational structure, Visa is well-positioned to drive digital payment adoption, enhance financial inclusion, and strengthen the financial infrastructure across these markets in the coming years.
