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Visa (NYSE: V), a global leader in digital payments, has announced the creation of a new sub-region including Egypt, Libya, and Sudan as part of its strategic plans to accelerate digital payment growth in North Africa. This move aims to support government priorities for digital transformation and strengthen collaboration with financial institutions, fintechs, and merchant partners.

Malak El Baba has been appointed Country Manager for the new sub-region. She will oversee Visa’s strategy, business development, and market execution across the three countries. Malak has previously led major initiatives in Egypt and established key partnerships, and her expanded role allows her to leverage regional synergies to provide innovative digital commerce solutions.

Meanwhile, Ahmed Mohey, formerly Visa’s Country Manager for Tunisia, Algeria, Mauritania, Libya, and Sudan, will now serve as Head of Sales for Egypt, using his extensive experience to drive growth and strengthen partnerships with financial institutions.