Visa creates new Egypt-Libya-Sudan hub to boost digital payments

Visa said the action underscores its commitment to supporting government-led digital transformation agendas and deepening engagement with financial institutions, fintech firms, and merchant partners.

Building on more than 40 years of regional presence, the new organizational structure is designed to bring Visa closer to clients and stakeholders, enabling businesses, governments, and partners to innovate and scale, while advancing digital payments, financial inclusion, and commerce across the wider North Africa, Levant, and Pakistan region.

As part of the move, Visa appointed Malak El Baba as country manager for Egypt, Libya, and Sudan. In her expanded role, El Baba will oversee the company’s strategy, business development, and local market execution across the three countries. She previously served as Visa’s country manager for Egypt, where she led major initiatives and drove growth in new business lines and strategic partnerships.

Her broader geographic mandate is expected to help Visa leverage regional synergies, accelerate market growth, and introduce advanced digital commerce solutions to consumers and businesses across the three markets.

“I am honoured to take on this expanded role and continue driving Visa’s strategy across Egypt, Libya, and Sudan,” El Baba said.