Casablanca Metropolitan Area
Throughout my career with Procter & Gamble, I have had the privilege of leading businesses across Africa and the Middle East, partnering with exceptional teams to accelerate growth, strengthen customer relationships, and develop organizations that consistently deliver outstanding results. Today, as General Manager & Vice President for North West Africa, I lead a diverse organization responsible for some of the world’s most trusted consumer brands. My role extends well beyond delivering business results, it’s about building an organization where people thrive, customers win, and consumers remain at the center of every decision. I believe sustainable growth comes from combining strategic thinking with disciplined execution, innovation with operational excellence, and ambitious goals with a culture built on trust, accountability, and continuous learning. Over the years, I have led transformations across multiple markets (Saudi, Gulf countries, Morocco and Algeria), managed complex P&L responsibilities, developed high-performing leadership teams, and worked closely with customers to create long-term value for both our businesses. My leadership philosophy is grounded in a few simple principles: • Put consumers and customers first. • Build diverse teams that outperform together. • Make courageous decisions with integrity. • Never stop learning and challenging the status quo.