Visa (NYSE: V), the world’s leader in digital payments,  has announced the appointments of Malak El Baba as Country Manager for Egypt and Essam El-Daly as Head of Merchant Sales & Acquiring (MSA) – North Africa, Levant & Pakistan, based in Cairo.
 
A seasoned professional with 20 years of banking and financial experience, El Baba joined Visa in 2011 and since then has taken on various marketing positions. Her most recent role was Sr. Director, Marketing – North Africa, Levant & Pakistan, where she worked to increase the global digital payments leader’s brand visibility in the region, and helped boost business growth and competitiveness.
 
In her new role as Visa’s Country Manager for Egypt, Malak El Baba will be responsible for all aspects of Visa’s operations in Egypt and for deepening Visa’s partnerships with key clients to accelerate the growth of the country’s digital payments sector.
Malak El Baba, Visa’s Country Manager for Egypt, said: “Egypt is moving rapidly towards digitizing the economy and we continue to be committed to bringing the best in payments technology to consumers and businesses. I am excited to help accelerate this trend by building on Visa’s strong relationships with our financial institutions, merchants, government, payment industry regulators and other industry partners.”
El-Daly joined Visa in 2013 bringing over 20 years’ experience in banking and finance and was instrumental in developing the company’s acceptance business across North & West Africa. In 2019, Essam served as Head of Financial Institutions – Egypt, where he led the local Business Development team and signed a number of strategic partnerships.  In his new role as Head of Merchant Sales & Acquiring (MSA) – North Africa, Levant & Pakistan, based in Cairo, Essam will be responsible for driving Visa’s growth and expansion strategy through opening up new acceptance flows and building the right strategic partnerships in these markets.
Essam El-Daly as Head of Merchant Sales & Acquiring (MSA) – North Africa, Levant & Pakistan, said: “I’m thrilled with the opportunity to step into this role with Visa already well-positioned to help unlock the vast opportunities for growth and drive the delivery of the social and economic benefits of digital payments to more people.  I look forward to working with our partners to bring new products, technology solutions and services to market, expand digital payments acceptance across more merchant segments, and improve cardholder experiences to accelerate cash displacement through innovation.”
Backed by progressive regulations and a forward thinking government, Egypt represents significant opportunity for digital payments. As the payment landscape continues to evolve and diversify, Visa is committed to continue supporting its partner banks, new entrants and the government in further driving digital commerce in the Arab world’s most populous country