Visa has appointed Nesma Makar as CEMEA Marketing Manager, Value Added Services, where she will lead regional marketing initiatives focused on Visa Value Added Services and Issuing.
Before joining Visa, Makar served as Integrated Marketing Manager at Lucidya, leading integrated marketing strategies across Saudi Arabia and expansion markets, including the UAE, Qatar and Kuwait. Her responsibilities covered account-based marketing, demand generation, executive roundtables, website transformation, SEO, paid media and go-to-market strategy.
Earlier, she spent more than 2 years at SubsBase as Senior Marketing Manager. In this role, she led integrated campaigns, brand positioning, marketing automation, account-based marketing initiatives, thought leadership, digital marketing and SEO.
She also worked at Orange Business as Transformation Manager, supporting internal communications and AI adoption initiatives.
Prior to this, Makar spent more than 5 years at IBM in digital marketing and strategy roles across Europe, the Middle East and Africa. Her experience included digital campaign management, demand generation, paid and organic media, SEO, customer journey optimisation, analytics and marketing services leadership.
Her earlier professional experience includes roles and associations with the American University in Cairo, Nielsen, Nestlé and FP7 Cairo. These engagements helped her build expertise across marketing, market research, brand management, strategic planning and career services.
With experience spanning regional marketing, digital strategy, demand generation and brand development, Makar takes on her new role at Visa with a broad background in integrated marketing and business growth.
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