It all started in Morocco, but my journey has never been about just one destination.
From my first job at 16 in a fast-food chain in Casablanca — where I was the youngest employee — to building a career that took me across industries, countries, and leadership roles, I’ve learned one thing: success isn’t about climbing higher — it’s about growing in a way that lasts.
At 18, I entered the technology industry in a basic role: routing emails. But I quickly realized that understanding the foundations of any system is what allows you to make it better, faster, and more efficient.
Over the next 20 years, I worked across different roles, learning how businesses operate and how they can be improved:
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Customer Experience & Supply Chain – Helping businesses become more efficient and smooth.
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Bids & Proposals & Revenue Enablement – Finding ways to simplify complex processes.
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Controls, Compliance & Quality Engineering – Making sure operations follow the right standards while keeping it practical.
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Process Optimization & Business Transformation – Helping teams work smarter, not harder, by designing systems and operating models that adapt to change.
One of the biggest moments in my career was being selected for a highly competitive Business Operations Rotation Program, where only seven people globally were chosen in my class. This gave me the opportunity to see how different parts of a business work together and how change can be done the right way.
This led to my role as Chief of Staff to the regional executive of Order to Cash, where I worked on making business transformation more effective, less complicated, and more impactful. But during this time, I also saw a big problem: many businesses struggle with change because they are always reacting instead of preparing.
That’s when I realized: Organizations don’t just need transformation, they need systems that reinvent themselves before problems even arise.
That realization is what shaped my work today:
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Helping businesses, leaders, and teams move from reactive change to smart, sustainable growth.
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Bridging strategy and execution, with a transformation that isn’t just a plan but something that works in real life.
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Designing business models that able to reinvent themselves to stay relevant and efficient over time.
But my identity isn’t just about work — it’s about connections that last.
I believe in building a life that’s as dynamic as the businesses I help evolve ... Where growth is constant, change is welcome, different is what makes us curious - not scared, and the future is something we design - not react to!
I'm a proud Moroccan, shaped by my heritage but with a global perspective. I fluently speak Arabic, French, and English and I'm currently learning German.
Outside of my career, I love discovering new places, spending time with my family and close friends, enjoying the simple moments ... whether it’s a day at the beach, a snowy winter, or just learning something new while listening to podcasts and watching TV.
And of course, my yorkie, Teddy, is always part of the adventure.
