Ba is a Senegalese venture capitalist and tech entrepreneur. She is the founder and CEO of Janngo, a managing partner of Janngo Capital, and the chairwoman of Auchan in Africa. Under her leadership, Janngo, which is backed by top-tier African and global strategic and financial investors such as the European Investment Bank, the Mulliez Family, Clipperton Finance, and African UHNWIs, builds, grows, and invests in pan-African "tech for good" champions with proven business models and inclusive social impact. Prior to founding Janngo, Ba was the CEO of Jumia Ivory Coast, and the managing director of Jumia Nigeria.