Visa formed a new sub-region comprising Egypt, Libya, and Sudan. This expansion supports digital transformation and growth in North Africa. The initiative strengthens engagement with local financial institutions, fintechs, and merchant partners.
Malak El Baba will lead the division as Country Manager for Egypt, Libya, and Sudan. El Baba previously served as Country Manager for Egypt. She now directs strategy, business development, and market execution for the sub-region.
The move builds on Visa’s 40-year presence in the area. The expansion aims to accelerate digital commerce and financial inclusion.