Duchess Women of Distinction 2022: Aida Diarra – Africa’s marketing and financial strategist with magic fingers

By Duchess Magazine

Aida Diarra is a highly accomplished business leader and executive, currently serving as the Senior Vice President and Group Country Manager for Visa in Sub-Saharan Africa (SSA). In this role, Diarra is responsible for leading Visa’s operations and strategy in the region, working closely with financial institutions, merchants, and other partners to drive growth and innovation.

Diarra has a long and successful career in the financial services industry, having held a number of leadership positions at major companies. Prior to joining Visa, she served as the Managing Director for Standard Chartered Bank in West Africa, where she was responsible for overseeing the bank’s operations in nine countries. Before that, she worked for Citigroup in a variety of roles, including as the Head of Corporate and Investment Banking for Africa and the Middle East.

Diarra is a passionate advocate for financial inclusion and has dedicated her career to helping people and businesses access the financial tools and resources they need to thrive. In her current role at Visa, she is working to expand the company’s reach in Sub-Saharan Africa and bring more people into the formal financial system. This includes initiatives to increase access to mobile and digital payments, as well as efforts to educate consumers about the benefits of using formal financial services.

In addition to her work in the financial industry, Diarra is also an active member of the business community in Africa. She serves on the boards of several organizations, including the African Development Bank and the African Export-Import Bank, and is a regular speaker at industry events.

Diarra’s leadership and vision have earned her numerous accolades throughout her career. She has been recognized as one of the Most Influential People in Business and Government in Africa by Forbes, and was named one of the Top 100 Most Influential Women in Africa by New African Woman magazine.

Aida Diarra is a highly respected and influential figure in the business world, with a strong track record of driving growth and innovation in the financial industry. Her dedication to financial inclusion and education makes her a valuable asset to Visa and to the wider business community in Africa. In her role as Senior Vice President and Group Country Manager for Visa in Sub-Saharan Africa, Aida Diarra is responsible for leading the company’s operations and strategy in the region. This includes working with financial institutions, merchants, and other partners to drive growth and innovation, and expanding Visa’s reach in Sub-Saharan Africa to bring more people into the formal financial system.

One of Diarra’s key initiatives has been to increase access to mobile and digital payments in the region. As the world becomes increasingly digital, the ability to make payments online or through mobile devices has become increasingly important. However, many people in Sub-Saharan Africa still do not have access to these types of payment methods. Diarra has worked to address this issue by partnering with banks and other financial institutions to offer mobile and digital payment solutions to more people in the region.

In addition to increasing access to mobile and digital payments, Diarra has also focused on educating consumers about the benefits of using formal financial services. Many people in Sub-Saharan Africa still rely on informal financial systems, such as informal savings groups or informal lenders, to manage their finances. While these systems can be helpful in some cases, they often come with high fees and risks, and can make it difficult for people to save and invest for the future. Diarra has worked to raise awareness about the benefits of using formal financial services, such as banks and credit unions, which can offer more secure and affordable options for managing money.

Diarra’s efforts to promote financial inclusion and education in Sub-Saharan Africa have earned her numerous accolades and recognition. She has been named one of the Most Influential People in Business and Government in Africa by Forbes, and one of the Top 100 Most Influential Women in Africa by New African Woman magazine. In addition, she has been invited to speak at various industry events and conferences, sharing her insights and expertise with other business leaders and professionals.

Outside of her work at Visa, Diarra is also an active member of the business community in Africa, serving on the boards of several organizations, including the African Development Bank and the African Export-Import Bank. She is also a mentor to aspiring business leaders and is passionate about helping others succeed.

Despite her busy schedule, Diarra makes time for her personal life and is an active member of her community. She is married and has two children, and in her free time enjoys traveling and spending time with her family. Overall, Aida Diarra is a highly respected and influential figure in the business world, with a strong track record of driving growth and innovation in the financial industry. Her dedication to financial inclusion and education makes her a valuable asset to Visa and to the wider business community in Africa.

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