With more than 20 years of leadership in digital strategy and organizational transformation, I have supported both international groups and ambitious SMEs in overcoming their growth challenges.
A snapshot of my journey
Scaling & Transformation
I have led complex turnaround and restructuring programs, delivering sustainable growth and operational efficiency.
Business Growth
I contributed to the international expansion of several companies, particularly across Europe and North Africa.
Human-Centered Leadership
I believe in the power of people. I have built and inspired multicultural teams capable of delivering measurable results.
Innovation & Customer-Centricity
From data-driven strategy to customer experience optimization, I leverage innovation to drive performance.
✨ My role as a C-level executive
I act as the bridge between strategic vision and operational execution, ensuring every digital initiative creates real business impact.
Today, my mission is clear: help organizations transform and scale sustainably in an ever‑changing world.
TBWA\DJAZ afiliated to TBWA\RAAD member of TBWA\Worldwide
March 2009
to March 2013
Full-time
Algiers-Dubai-Cairo
Algeria
TBWA\DJAZ afiliated to TBWA\RAAD member of TBWA\Worldwide
Streamlined costs and enhanced creative team productivity (streamlined costs and enhanced creative team productivity)
Developed local marketing strategy, increasing revenue by 13%
Accomplished Human Resource objectives by recruiting, selecting, orienting, coaching, and disciplining subordinates
Held a key leadership role in the agency's start-up including portfolio of services development, pricing, operational procedures development, and agency workflow planning.
Developed and executed local marketing strategy including special event promotions resulting in a 13% sales lift.
Supervise and direct a team of 50, including 4 managers to ensure smooth follow of advertising agency operation
Implementation of an efficient customer measure system and lift by 22% the overall sales
