Visa Strengthens Digital Payments Push in North Africa with New Sub‑Regional Leadership

A global payments technology company, Visa, made an announcement of establishing a new North Africa sub-region that aims to integrate its operations in Libya, Sudan and Egypt. Founded since 1958, Visa has facilitated secure transactions between consumers, businesses and financial institutions across more than 220 countries. This move is part of Visa’s plan to increase its presence in developing countries and quicken Africa's digital growth.

In order to execute this project, Malak El Baba has been appointed as the Country Manager to oversee the most recently developed sub-region, since she has a good experience in digital innovation and financial services over years serving as the Marketing Director, North & Francophone Africa in 2012 and Country Manager at Egypt in 2020. 

The appointment of Malak El Baba is seen as a strategic move to further achieve Visa’s goal at facilitating online transactions and payments in markets that are quickly adopting financial technology. With over 40 years of knowledge and expertise in this area, it is anticipated that the program will yield an increase in financial engagement, empower small enterprises, and facilitate North Africa's shift to cashless societies.

The corporation stressed that by being closer to customers and stakeholders, this new organizational structure will allow faster innovation and growth in digital commerce.

Given Visa’s digital growth over the years, its determination for this project is to connect the world through innovative, reliable, and secure payment solutions, enabling individuals, businesses, and economies to thrive.