Malak El BabaCountry Director, VISA Egypt
As a seasoned professional with more than 19 years of banking and financial experience, Malak El Baba is known for driving brand growth, maximizing operational excellence and delivering financial performance. With her experience in the financial and banking industry across MENA and Africa, Malak bridges the payments industry with the marketing.
She joined Visa International in 2011 and led on various regional roles in North & West Africa, and the Middle East. She most recently served as the Head of Marketing for North Africa, Levant and Pakistan at Visa, where she led branding and marketing and contributed to the company’s growth pipeline. She was responsible for the strategic direction, vision, growth and performance of Visa’s flagship brand in the region. Throughout her 9 year tenure with Visa, Malak has built a reputation for developing marketing and business strategies, incubating new business models, and building strategic partnerships.
In May 2020, Malak was appointed as the Egypt Country Manager for Visa. In her new role, Malak works on deepening Visa’s partnerships with key clients and engage with local internal and external stakeholders – government, banking partners, merchants, telcos and Fintechs- with the aim of accelerating our growth.
Prior to joining Visa, Malak worked for several regional trade companies and banks operating in Levant, Western Europe and Africa handling commercial and marketing departments. She also worked as a certified trainer in the American University Training Center of Beirut giving training courses in sales, marketing and driving change across different multinational clients in Levant and GCC regions.
Malak is driven by high passion to work, pushing the boundaries, challenging ideas, and spurring innovation by continuously creating new ways of doing things. Her greatest strengths are her creativity, drive and leadership. She thrives on challenges, particularly those that expand the company’s reach. A true believer in collaboration with attention to small details, Malak wakes up in the morning with a mission to include as many players in the quest of increasing reliance on electronic payments.
Embracing the core Visa’s leadership values of integrity, innovation, and growth, Malak won several internal awards of creativity, leadership and team members who inspire. She also leads Visa’s Women Leadership Network for MENA. Externally Malak is winner of several market leadership awards including 4 MENA Effies’ Award and 2 Media Efficiency Awards.
Malak holds a Bachelor’s Degree in International Affairs with emphasis on Economic Development, which she attained with High Distinction from the Lebanese American University.