Visa Establishes New Sub-Region for Egypt, Libya, and Sudan to Drive Digital Payment Innovation

In a significant strategic move, Visa (NYSE: V), the global leader in digital payments, has officially announced the formation of a new sub-region encompassing Egypt, Libya, and Sudan. This structural expansion is a testament to Visa’s long-term commitment to the African continent and its dedication to accelerating digital transformation across these pivotal markets. By consolidating these three nations into a dedicated sub-region, Visa aims to streamline its operations and foster a more integrated approach to financial technology.

Leadership Excellence: Malak El Baba Appointed as Country Manager

To spearhead this ambitious initiative, Visa has appointed Malak El Baba as the Country Manager for the newly formed Egypt, Libya, and Sudan sub-region. Malak is a seasoned leader who previously served as the Country Manager for Egypt, where she successfully led numerous high-impact initiatives.

In her expanded role, she will be responsible for overseeing Visa’s overarching strategy, business development, and local market execution. Her leadership is expected to leverage regional synergies, ensuring that advanced digital commerce solutions are accessible to both consumers and businesses. Commenting on her appointment, Malak El Baba stated:

“I am honored to take on this expanded role. These markets are at pivotal moments in their digital transformation journeys, and Visa remains deeply committed to building secure, accessible, and innovative payment experiences for everyone.”

Strategic Goals: Digital Transformation and Financial Inclusion

The creation of this sub-region is not merely an administrative change but a strategic alignment with national government priorities. Visa’s objectives include:

• Advancing Financial Inclusion: Providing unbanked and underbanked populations with secure digital tools.

• Supporting Fintech Growth: Collaborating with financial institutions and fintech startups to innovate the payment landscape.

• Commerce Enablement: Helping merchants adopt digital payment methods to enhance the overall consumer experience.

• Government Collaboration: Aligning with national visions for a “cashless society” and digital economy.

Strengthening the Sales Organization in Egypt

As part of this organizational shift, Ahmed Mohey has been appointed as the Head of Sales for Egypt. Mohey brings nearly twenty years of experience within Visa, having previously managed markets including Tunisia, Algeria, Mauritania, Libya, and Sudan. His deep expertise in client relationship management will be vital in deepening value-based partnerships with key financial institutions in Egypt, which remains a cornerstone market for the region.

Future Outlook for North Africa and the Levant

Building on over 40 years of regional presence, Visa continues to reinforce its commitment to the wider North Africa, Levant, and Pakistan region. The new structure allows for a more agile response to market-specific challenges while bringing global best practices in cybersecurity and payment technology to local partners. As digital payments continue to evolve in 2026, Visa’s new sub-region is set to be a major catalyst for economic growth and technological adoption.