Visa has promoted Sasha El Jurdi to Director of Marketing for Central and Eastern Europe, the Middle East and Africa (CEMEA), expanding her leadership responsibilities across a diverse and fast-changing group of markets.
Before joining the company, she spent four years at TikTok, where her work included leading content programming in the MENA region.
The promotion comes as regional marketing leadership becomes increasingly complex. CEMEA brings together markets with different levels of digital maturity, consumer behavior and payment adoption. For marketing leaders, the challenge is to maintain a consistent global brand while ensuring campaigns remain relevant to local audiences.
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This is particularly important in the payments sector, where customer experience, digital commerce and new technologies are reshaping how consumers and businesses interact with financial services. Marketing teams are increasingly expected to connect brand strategy with customer engagement and business growth across multiple channels.
El Jurdi’s background in content and creative strategy adds another dimension to the role. As brands compete for attention across fragmented digital platforms, the ability to combine regional insight with relevant storytelling is becoming increasingly important.
Her promotion reflects a broader shift in marketing leadership, where experience across content, platforms and audience engagement is becoming central to senior regional roles. As the CEMEA market continues to evolve, marketing leaders will need to balance global strategy with a deeper understanding of local audiences and changing customer expectations.