Malak El Baba, country manager of Visa Egypt: Each week, My Morning Routine looks athow a successful member of the community starts their day — and then throws in a couple of random business questions just for fun. Speaking to us this week is Malak El Baba (LinkedIn). Edited excerpts from our conversation:

My name is Malak El Baba: I’m Lebanese by birth and now a naturalized Egyptian, which is something that I'm really proud of. I moved to Egypt in 2011 to marry my husband and the father of my son, who’s also Egyptian. And at this point in time, I did a full shift in my life: marriage, new culture, new country, and new job, where I joined Visa as the head of marketing for North and Francophone Africa.

I was born and raised during the civil war in Lebanon, and am part of what people call the “war generation.” This phase stands out in my memories because it shaped a lot of who I am today. My mom would juggle between trying to take care of her three babies and pick us up from school whenever there was a bomb, while my father’s whereabouts were uncertain during the airstrikes. We’d wonder where he was and if he was alive. This taught me how to be very resilient and determined.

They say the Lebanese, by nature, are survivors, and I agree. I've witnessed my dad lose his business to ashes, only to wake up the next day and decide to start another factory. All of those memories, both good and bad, still give me goosebumps today, even 40 years later.

I'm the country manager of Visa in Egypt. I have been in this role for three years, overseeing the end-to-end business of Visa in Egypt. My role revolves around managing visa operations, facilitating access to the digital economy. I work closely with governments, banks, fintech companies, startups, telcos, and merchants, both corporate and SMEs, to drive Egypt's digital transformation. I'm grateful to work at Visa, a company that supports women's empowerment and helps us grow in our careers.

Visa's mission is to help include companies of all sizes and individuals, along with governments and economies, into the dynamic digital ecosystem and give access to all the benefits of digital money. If you go back to its origins, Visa was created in 1958 during a time when financial transactions were primarily conducted using cash or checks. Visa’s founder Dee Hock recognized the potential for a more secure, reliable, and convenient way of conducting monetary transactions through digital means. He asked a simple question: What if money became fully electronic and we could move it at the speed of light? This is what Visa is.

In the ever-evolving digital age, innovation and digital payment trends lie at the heart of our work. We innovate every day to create consumer-centric solutions that meet the rapidly changing needs of the consumer. Covid had an unexpected impact on Egypt's digital payments and e-commerce market, seeing double-digit growth. We now equally prioritize developing solutions for SMEs, large businesses, B2B transactions, fintechs, startups, and government entities. Our daily efforts are dedicated to advancing technology and ensuring payment security and convenience.

I'm an early riser and fully functional by 4:30-5 am. I've resumed my physical workout routine and have a personal trainer who arrives at 6:00 am. It's important for my mental and physical wellbeing. Before that, I enjoy my “me time.” I love listening to the small noises when everything around is quiet in the early morning, and the smell of the coffee brings back memories of the mornings I used to spend with my mom. I have a 40-km commute almost every day, and this is when I enjoy reading Enterprise.

There's no normal workday for me. Every day is very different, but that’s why I love what I do. As a country manager, I am involved in various aspects of the business, overseeing and managing multiple responsibilities. Some days, I wear the full country manager hat. Other days, I wear the business development and sales management hat. I even sometimes have to be a technical person. I also make sure that I'm delegating tasks to my team so that I don't get dragged into day-to-day work. I focus on supporting my team, the country, and the overall strategy. It is crucial to empower my team and make them feel like they’re true decision makers in their roles.

Passion is the one thing that remains constant in my day, regardless of how the day goes. I always strive to keep my passion high and I encourage my team to do the same. I motivate them, reminding them that it's okay to feel down and to make mistakes. Succeeding every time isn't necessary.

I try to stay focused and organized by having a to-do list and setting priorities. I used to be the kind of person who wants to do everything and tick every box, but that’s impossible.I learned that we can't do everything, so I prioritize tasks and delegate when necessary.

I still want to do a lot more in my current role. I'm enjoying moving from the CMO track to the CEO track. I have a strong passion for Egypt and want to make a significant impact on the business here. Expanding into new challenging markets in the region is also part of my future plans. On a personal note, I want to prioritize quality time with my family, including my husband and our son, Nour.

As you climb the ladder of your career the expectations of you get higher, especially as a married woman and a mother. Balancing corporate responsibilities with household duties, parenting, and personal relationships can be challenging. During covid, working from home added to the complexity, with constant role transitions from being a mom and wife at home to running meetings online. The flexible working model and environment at Visa provides some relief for managing these roles. It's normal to feel overwhelmed at times, but it's important to focus on the task at hand, whether it's a client meeting, a team-building event, or spending quality time with family. Prioritizing quality over quantity is key.

There’s a podcast series I love called #ABtalksby Anas Bukhash. The podcast features guests from various sectors, emphasizing their individuality beyond their leadership roles. I appreciate this aspect and I always tell my team that genuine human interaction sets people and companies apart.

Three key lessons stick with me that I've learned from various mentors I've encountered throughout my life and continue to work with today: active listening; creating a legacy through building a great team; and prioritizing human interaction in business by being empathetic. These qualities set leaders apart.

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