Visa has appointed Marcello Baricordi as general manager for Middle East and North Africa, replacing Ihab Ayoub, who has left the company for personal reasons.

Baricordi will be responsible for all aspects of Visa operations in that region, bringing his significant experience in those global markets. Baricordi joined Visa in London in 2009 as head of strategy for Visa Central and Eastern Europe, Middle East and Africa (CEMEA). In 2011 he relocated to Dubai to become general manager for the United Arab Emirates. In that role, he also managed Visa’s global accounts for the region.

Marcello Baricordi, general manager for Middle East and North Africa, Visa
Marcello Baricordi, general manager for Middle East and North Africa, Visa.

His most recent role was vice president for business planning and sales operations for CEMEA in Dubai. Baricordi sits on Visa’s CEMEA regional management board.

“This region is moving rapidly towards digital and mobile commerce," Baricordi said in a Wednesday press release. "This is being driven by proactive and visionary government agendas, innovation-led financial institutions and merchants, and tech-savvy consumers.”

Baricordi will report to Andrew Torre, regional president for CEMEA, headquartered in Dubai.

“Marcello Baricordi’s appointment comes at an exciting time for the region and for our business," Torre said in the release. "He steps into the role with Visa already well-positioned to help our partners unlock the vast opportunities for growth and deliver the social and economic benefits of digital payments to more people across MENA."

Prior to Visa, Baricordi worked at First Data International in Italy where he was responsible for business development across major Italian banks.

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