Sameh Elmallah is a strategic visionary and inclusive leader, spearheading Damen e-payment’s mission to advance digital innovation and financial inclusion across Africa. With an MBA in Finance, he blends strategic foresight, integrity, and a people-first philosophy to empower teams and drive meaningful impact.
Bringing over three decades of leadership experience, Elmallah has held senior roles including CEO of ACT, Silicon Waha, and Intel, overseeing large-scale operations across Egypt and the Levant. His deep expertise spans telecommunications, information technology, and retail distribution, positioning him as a distinguished figure in the digital economy.
Throughout his career, Elmallah has championed operational excellence while fostering sustainable, technology-driven ecosystems. His leadership is defined by a relentless commitment to expanding financial access and creating transformative opportunities for businesses and communities. As he continues to shape the future of digital payments, Elmallah remains dedicated to building a more inclusive and connected Africa.
Automating Subsidized Food Distribution
Elmallah’s journey into fintech and digital payments was driven by two core convictions: a deep belief in technology’s power to advance financial inclusion, and a passion for building scalable, impactful solutions. He was convinced that e-payment services, as the backbone of commerce, could be the strongest catalyst for change in emerging markets.
When he took charge of Damen, he saw the opportunity not only to lead a company but also to open doors to a cashless, more connected economy. One of the clearest reflections of this vision is the Automated Subsidized Food Distribution Program, a landmark partnership between Damen, its parent company Smart Digital Services, and the Ministry of Supply and Internal Trade (MSIT). This national initiative ensures that subsidized food reaches those who truly need it, serving more than 22 million families—around 70 million citizens—marking an exclusive milestone for Damen and Smart in Egypt’s digital transformation journey.
For Elmallah, the initiative is not only about technology, but also about advancing social equity. By embedding automation into the distribution system, Damen and Smart eliminated leakages, improved efficiency, and ensured transparency. At the same time, Damen’s POS machines empower bakery owners with seamless digital payments, creating a smooth, cashless process that benefits both merchants and citizens. Elmallah regards this initiative as a living example of how technology can meet society’s most essential needs while expanding financial inclusion on a national scale.
Field Force Automation: Strengthening Governance Through Innovation
Reflecting on the complexities of scaling digital financial services across diverse African markets, Elmallah explains that diversity is both a strength and a challenge. Each market operates under unique regulatory frameworks, consumer behaviors, and infrastructure realities. Balancing compliance with innovation has been one of Damen’s greatest challenges.
Under Elmallah’s vision, one of the solutions that emerged as a cornerstone of Damen’s innovation journey was Field Force Automation (FFA) for utilities. Historically, the sector faced widespread fraud, delayed collections, and citizen frustration with limited payment options. By digitizing the process, Damen improved government collection rates, reduced fraud, and enhanced service delivery for citizens.
Elmallah emphasizes that FFA illustrates how technology can strengthen governance. Today, citizens enjoy multiple payment options—whether through wallets, cards, or cash—making the system more flexible and inclusive. For him, the true achievement lies not only in safeguarding state revenues but also in creating a transparent, user-friendly experience for millions. This initiative embodies his belief that fintech must deliver measurable impact to institutions while improving everyday life for citizens.
Fuel Automation: Collaboration for Sustainable Growth
For Elmallah, collaboration is more than a strategy—it is the foundation of sustainable growth. He believes that genuine partnerships with industries, regulators, and communities amplify Damen’s ability to create meaningful impact. Collaboration channels innovation through shared guidance and feedback, ensuring solutions are not only technologically advanced but also practical and widely trusted.
One of the clearest examples of this approach is Damen’s work in the fuel sector, a critical pillar of Egypt’s economy. Under Elmallah’s leadership, Damen introduced automation solutions that connect gasoline companies with gas stations through a unified digital network. The system reduces fraud, streamlines logistics, and enables cashless payments directly at the pump.
Elmallah regards this as a turning point for transport and logistics efficiency. By empowering fleet management companies to track fuel consumption, monitor expenses in real time, and optimize usage, Damen delivers measurable ROI and greater productivity. For end-users, the experience becomes smoother, faster, and more transparent. To Elmallah, the project demonstrates how fintech can modernize even the most traditional industries—eliminating inefficiencies, generating economic impact, and ensuring convenience at every level.
Expanding Access Through Innovation
For Elmallah, financial inclusion is not a slogan but a guiding principle. He believes that true innovation must reach every community, including those in rural and underserved areas. Under his leadership, Damen designs every product with accessibility at its core—whether by enabling payments in locations with limited connectivity or by offering services in local languages to overcome communication barriers. Elmallah often stresses that technology is only transformative when it is understood and embraced by the people it is meant to serve.
A powerful example of this philosophy is Damen Cash, Egypt’s first mobile application enabling users to recharge their gas and water cards via NFC technology. Today, the app offers more than 400 services—from bill payments and mobile top-ups to charitable donations and government fees—delivering practical convenience directly into people’s daily lives. Damen Cash’s recognition as Best New Mobile Payment Application – Egypt 2024 by The Global Economics Awards underscores this vision of impact at scale.
For Elmallah, accessibility is not only about technology but also about trust. From merchants in bustling cities to farmers in remote villages, Damen designs services that include everyone, making it a true enabler of financial access and a connector of communities across Egypt and beyond.
Redefining Success Through Social Impact
While definitions of success vary from one leader to another, for Elmallah the measure is simple: true success lies in the tangible difference technology brings to people’s lives. For him, growth is not only about numbers or profit margins, but about the positive change experienced by citizens who rely on Damen’s services.
Guided by this belief—and aligned with Egypt’s Vision 2030 and the national Hayah Karima program launched by President Abdel Fattah El-Sisi—Elmallah led Damen into a pioneering partnership with NGOs to support underserved communities. Through this initiative, citizens receive digital codes via SMS, redeemable at local shops for essential goods, transforming social support into a process that offers dignity, choice, and convenience.
He regards this as one of Damen’s most human-centered innovations. By working hand-in-hand with NGOs, micro-merchants, and community agents, Damen has built a framework that ensures aid reaches those who truly need it while maintaining a seamless user experience. A citizen can simply walk into a shop, present a code on their mobile device, and instantly access what they require. For Elmallah , this initiative embodies his philosophy that technology is at its most powerful when it empowers the vulnerable and turns charity into an inclusive, user-driven system.
Empowering People, Driving Growth
For Sameh Elmallah, sustaining Damen’s success is not only about strategy and innovation but also about the people who bring the vision to life every day. He believes that a healthy work environment and motivated employees are the true foundation of long-term growth.
Under his leadership, Damen invests heavily in employee development through continuous training programs that sharpen skills and support career advancement. The company also provides tuition plans, helping employees pursue further education and expand their professional horizons. Beyond development, Damen fosters a sense of community and belonging by celebrating special occasions such as New Year, Christmas, and Ramadan, reinforcing the family spirit within the organization.
Exclusive employee benefits further ensure that staff feel valued and supported, while a culture of open communication and recognition keeps morale high. Sameh emphasizes that when employees are empowered, motivated, and engaged, they not only excel in their roles but also carry Damen’s mission forward with passion. For him, creating this balance between professional growth and personal well-being is as important as executing strategic projects—it is what keeps Damen agile, resilient, and ahead of the curve.
Safeguarding Trust in Times of Challenge
In times of uncertainty, strategic and timely decisions define leadership. One of the most challenging moments at Damen came when Elmallah chose to pivot a major product launch at the last minute due to security concerns. The decision carried significant cost implications, but he prioritised user safety over short-term gains. This moment showcased his conviction that in fintech, trust is the true currency. For Elmallah, every decision—no matter how costly or difficult—must protect the trust users place in the brand.
Leadership, Resilience, and Long-Term Vision
Competing in today’s fast-paced fintech landscape requires more than quick wins; it demands resilience and long-term vision. Elmallah believes leadership is a marathon, not a sprint. It requires patience, discipline, and balance between professional and personal priorities. By making time for strategic reflection, sharing responsibility across his leadership team, and maintaining a healthy balance of work, family, and personal learning, he fosters a high-performance culture built on focus and sustainability.
This philosophy is reflected in Damen e-payment’s achievements. The company has become a trusted service provider in an increasingly competitive market, with Damen Cash standing out as one of its proudest milestones. The award-winning app has brought thousands of unbanked individuals into the formal financial system, offering over 400 services that help people save, invest, donate, and manage their daily payments. For Elmallah, Damen Cash is more than a product—it is proof that innovation, grounded in trust and accessibility, can transform everyday life and expand financial inclusion at scale.
Driving Digital Inclusion Across Africa’s Economy
As Africa’s economies continue to grow and evolve, Elmallah sees digital payments as a driving force for transformation. He believes that financial technology is more than a convenience—it is an economic accelerator that lowers transaction costs, improves security, and enables real-time commerce.
Under his leadership, Damen is positioned to serve as a pivotal catalyst between traditional economies and digital ecosystems. The company’s mission is to ensure that even the smallest merchant in a rural community can participate fully in the digital economy. The principle is simple: the easier the access, the broader the adoption.
To achieve this, Damen continues to roll out intuitive, accessible tools such as Damen Cash, which has become part of everyday life for millions. Offering more than 400 services, the app brings financial convenience to users while also strengthening their connection to the broader economy. For Elmallah, user-friendly tools are not just products—they are bridges to opportunity, helping Damen understand local needs, adapt to market dynamics, and expand inclusion across Africa’s diverse landscape.
Guiding the Next Generation of Fintech Leaders
With more than 30 years of leadership experience across global companies, Elmallah aspires to see the next generation of entrepreneurs carry his legacy forward. His advice to young professionals in the fintech space is clear: focus on building customer-centric solutions. True innovation, he emphasizes, begins with understanding the problem before designing the solution. This approach, he notes, is the key to overcoming challenges strategically and sustainably.
For Elmallah, fintech is not about flashy technology but about creating genuine, lasting value for customers. He advises future entrepreneurs to stay close to users, remain adaptable to change, and never compromise on consumer trust. Damen Cash, with its 400+ essential services designed to meet real-world needs, stands as a powerful example of this philosophy in action—proof that when innovation is guided by empathy and trust, it transforms lives.
Inclusive Innovation for the Future
Under Elmallah ’s guidance, Damen is building a lasting legacy in Africa’s tech and financial ecosystem. With accessibility and inclusivity at its core, the company is far more than a payment service provider. Through continuous growth and innovation, Damen is reshaping how users experience and perceive fintech. The trust it has built—and its ability to adapt seamlessly to user needs—reflect the company’s core values and leadership vision.
Elmallah hopes to leave behind a legacy of inclusive innovation: a future where digital finance empowers rather than excludes. He envisions a one-stop digital solution that reaches all communities, especially underserved ones. Damen Cash, with its 400+ essential services, represents this vision in action, proving that technology can make everyday life simpler, fairer, and more connected.
For Elmallah, the ultimate goal is clear: to build a future where technology drives equitable growth and development, where digital payments are convenient for all, and where financial inclusion extends beyond the digitally literate population to truly embrace every citizen.
A Vision for Generations to Come
Looking ahead, Elmallah remains committed to shaping a future where technology and humanity move forward together. His journey reflects not only business success but also a deeper purpose: using innovation to empower people, strengthen communities, and create opportunities across Africa. For him, the true legacy of leadership lies in building systems that outlast individuals—solutions that ensure financial inclusion, trust, and dignity for generations to come.
