Visa has elevated Sasha El Jurdi to the role of Director of Marketing for Central and Eastern Europe, the Middle East and Africa (CEMEA), expanding her responsibilities across one of the company’s most diverse regional markets.
Prior to joining Visa, El Jurdi spent four years at TikTok, where she played a key role in leading content programming across the MENA region.
Her promotion comes at a time when marketing leadership across CEMEA is becoming increasingly multifaceted. The region encompasses markets with varying levels of digital adoption, consumer behaviour and payments maturity, requiring brands to balance global consistency with locally relevant strategies.
As the payments industry continues to evolve through advancements in digital commerce, customer experience and emerging technologies, marketing teams are expected to play a larger role in driving customer engagement while supporting broader business objectives.
El Jurdi’s experience in content development and creative strategy adds valuable expertise to her expanded position. With brands competing for consumer attention across fragmented digital channels, the ability to combine regional market insights with compelling storytelling has become increasingly important.
Her appointment also reflects a wider industry trend in which senior marketing leaders are expected to bring expertise across content, digital platforms and audience engagement. As the CEMEA region continues to develop, marketers will need to strike the right balance between global brand direction and the unique expectations of local audiences.
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