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Work Background
AccorSenior Manager Communications/PR/E-Commerce North Africa
May. 2023Casablanca-Settat, MoroccoAs Senior Manager of Marketing, Communications, PR, and E-Commerce for Accor in North Africa, I develop and implement strategies to enhance brand visibility and engagement across the region. I oversee multi-channel marketing campaigns, manage public relations activities, and lead digital marketing initiatives to ensure a consistent and impactful brand image. My role involves collaborating with around 60 properties marcom managers to align communication strategies, building strong media relationships, and maximizing the brand's presence on digital platforms. I also focus on creating innovative content, organizing high-profile events, and cultivating partnerships to reinforce our brand’s reputation throughout North Africa.
Groupe HolmarcomMarketing & Communication Manager
May. 2022 - May. 2023Casablanca, MoroccoAs Marketing and Communication Manager for Holmarcom Group, I was responsible for managing corporate communications, covering announcements for new acquisitions, overseeing website and social media updates, and handling public relations. I led the marketing and communication strategies for the Group’s subsidiaries across diverse sectors—finance, FMCG, logistics, and real estate coordinating both ATL and BTL campaigns for offline and online channels. My responsibilities included budget management, defining annual marketing plans, managing sponsorships and partnerships, and liaising with external partners, including agencies and media, to strengthen brand visibility and cohesion across all Group entities.
PINK ME UP SarlFounder & Managing Director
Oct. 2018 - Mar. 2022CasablancaAs the founder and general manager of Pink me Up, a women’s beauty salon and spa, I oversaw all aspects of creating and managing a small business. From the initial concept to the grand opening, I led a team of ten collaborators to bring this vision to life. My role included managing daily operations, handling purchasing and inventory, developing marketing strategies, overseeing human resources, and ensuring high-quality customer relations. This experience gave me a comprehensive understanding of the intricacies involved in running a service-oriented business and building a loyal client base
Air ArabiaMarketing Manager
Apr. 2018 - Sep. 2018CasablancaAs a regional marketing manager for Air Arabia Maroc, I was responsible for the strategy and execution of all integrated marketing and communication plans—both online and offline—for the Morocco and Europe hubs. My role involved coordinating all marketing actions between the Moroccan hub and European stations in alignment with the Group's guidelines, managing a team of nine marketing executives. I also organized key events, including inaugural flights, partnerships with international airports, and both internal and sponsored events, all to reinforce Air Arabia Maroc's brand presence and expand its reach in the region.
IKEAMarketing Specialist
May. 2015 - Apr. 2018Ain Harrouda, CasablancaIn my role as a marketing specialist for IKEA Morocco, starting from the preopening phase, I've been responsible for building brand awareness, creating impactful launch strategies, and establishing IKEA's presence in the Moroccan market. I developed and executed marketing campaigns, adapted global IKEA messaging to resonate locally, and engaged with various media channels to maximize visibility. My role involved coordinating with internal teams and external partners to ensure a successful brand entry, positioning IKEA as a go-to home furnishing destination in Morocco.
DiswayGroup Marketing & Communication Manager
Jun. 2013 - May. 2015CasablancaAs Group Marketing & Communication Manager, I was responsible for planning and executing marketing and communication strategies for major B2B partners, including Samsung, HP, Dell, Sony, Toshiba, and Lenovo. My role involved tracking and analyzing campaign metrics to ensure alignment with each brand's objectives, making adjustments as needed to maximize impact. I led corporate, financial, and public relations efforts for the Group and its subsidiaries, enhancing brand visibility and stakeholder engagement. Additionally, I launched YOOZ, the first Moroccan brand of tablets and smartphones featuring an Amazigh keyboard, and managed the Group’s CRM database to support strategic customer engagement and retention initiatives.
KLEM GroupAccount Director
Jan. 2011 - Mar. 2013CasablancaAs Account Director at KLEM Group advertising agency, I was responsible for designing and executing institutional and advertising campaigns for a key account portfolio that included FMCG clients like Fromageries BEL (La Vache qui Rit & Kiri) and major public institutions such as ONCF, Autoroutes du Maroc, Poste Maroc, Al Barid Bank, Royal Air Maroc, and CCG. I presented the agency’s creative concepts to clients, responded to RFPs, and collaborated closely with clients to refine their strategic needs, determining the best operational approaches and media mix across channels like billboards, TV, radio, print, and digital. Additionally, I managed a team of account executives, the creative team, and external partners—including media, digital, PR, production, and printing partners—to ensure cohesive and impactful campaign execution.
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