Visa has established a new sub-region covering Egypt, Libya, and Sudan as part of its regional growth strategy.

The move reflects the company’s focus on supporting government-led digital transformation and strengthening collaboration with banks, fintechs, and merchants. With over 40 years in the region, Visa aims to accelerate financial inclusion and digital commerce across North Africa.

Malak El Baba has been appointed Country Manager for the three markets, expanding her previous leadership role in Egypt. She will oversee strategy, business development, and execution across Egypt, Libya, and Sudan, helping tailor Visa’s solutions to local market needs and drive further growth.

Ahmed Mohey, formerly overseeing several North African markets, will now serve as Head of Sales for Egypt. With nearly 20 years at Visa, he will lead the company’s sales strategy in Egypt, focusing on deepening partnerships with financial institutions and advancing the country’s digital payments ecosystem.

About Visa

Visa (NYSE: V) is a world leader in digital payments, facilitating transactions between consumers, merchants, financial institutions and government entities across more than 200 countries and territories. Our mission is to connect the world through the most innovative, convenient, reliable and secure payments network, enabling individuals, businesses and economies to thrive. We believe that economies that include everyone everywhere, uplift everyone everywhere and see access as foundational to the future of money movement. Learn more at Visa.com.