MTK DIGITAL

As Managing Director at MTK Digital, I guide our team in building and expanding our portfolio of digitally native vertical brands across fashion, electronics, and print on demand, serving customers in 12 countries. My role involves:

- Strategy and Growth: Crafting and executing strategies for new ventures and market expansion.
- Marketing: Managing customer acquisition, retention, and relationship strategies.
- Operations and Finance: Ensuring our operations run smoothly and profitably.
- Customer Service: Maintaining high standards of customer satisfaction.

Always open to partnerships and collaborations that drive growth.

Currently based in Casablanca, Morocco

Managing Director

Chief Operating Officer

Audacia Group

Overseeing MTK Digital’s brand portfolio on behalf of Audacia, with a focus on launching and scaling new e-commerce ventures. Responsible for brand strategy, growth marketing, and operational oversight across multiple DTC brands.

Venture Manager

Advizee.io

Providing e-commerce consulting and growth strategy support to small and medium-sized businesses across Africa, Europe, and the Asia-Pacific region (APAC). Expertise includes digital marketing, conversion optimization, and cross-border market expansion.

Founder

Shortlist Professionals

Directed the launch and growth of a SaaS Business Unit (community ATS) at Shortlist, a talent solution innovator operating across 30+ countries. Achieved rapid account acquisition, securing 100 key accounts in 6 months (Kenya and India). Built and led teams, integrating functions like Customer Success and Inbound Sales. Championed cross-functional alignment, regularly optimized based on metrics, and devised bespoke sales and marketing strategies for the platform.

Managing Director, Platform

Cubyn

Led marketing at Cubyn, a logistics startup. Drove online campaigns, managed budgeting, crafted email and social media strategies, and championed SEO initiatives. Temporarily oversaw the SDR team and directly led a team of 10.

Marketing Excellence Manager

goAfrica

Steered marketing for goAfrica, a B2B marketplace targeting East Africa. Designed the go-to-market strategy, managed budgets, and enhanced UI/UX in collaboration with tech & product teams. Led a team of three, focusing on markets like Kenya and South Africa, and built a bespoke CRM. Implemented channel partnerships with banks and media outlets.

Chief Marketing Officer (interim)

Jumia Group

Led Jumia Classifieds operations across 30+ countries with strategic leadership, focusing on the Real Estate vertical. Managed cross-functional teams, business strategy, product development, and channel partnerships. Responsibilities encompassed sales optimization, customer success management, digital marketing, and business intelligence. Achieved a cost-efficiency milestone with a 25% reduction in overall costs while driving business growth.

Co-CEO | Jumia Classifieds (Classified advertising)

Planned and executed strategic marketing campaigns across multiple regions (MENA+SSA), leveraging online advertising, TV and radio spots, OOHA, email marketing campaigns, and SEO strategies. Instrumental in implementing an ROI-driven strategy, achieving a 50% reduction in CPA.

Chief Marketing Officer (CMO) | Jumia Classifieds (Classified advertising)

Directed Jumia's Classifieds (Real Estate portal) business operations in Morocco, demonstrating proficiency in team leadership, business development, and market penetration. Established operational best practices that were scaled regionally, forged strategic partnerships (banks, insurances), and ensured financial oversight. Collaborated with the global HQ on product innovation to resonate with local market dynamics.

Country Manager Classifieds Morocco (Jumia House - Lamudi & Jumia Deals)

Rocket Internet SE

• Spearheaded multiple Rocket Internet ventures, leading marketing, sales, and business growth.
• Managed large-scale e-commerce expansions across Africa and the Middle East.

Venture Country Manager, CMO, co-CEO

BMFWALLETS-EUROPE

• Founded and scaled a leather wallet business, handling design, production, and distribution.
• Built a network across 80+ countries, generating $250K+ in annual revenue.
• Sold the business in 2016 after achieving sustained profitability.

Founder & General Manager

Etsy

(previously DaWanda)

• Conducted market analysis & expansion planning across multiple European and Asian markets.
• Led business planning, budgeting, and supplier acquisition efforts to drive growth.

International Business And Expansion Project Manager

Currently leading remotely MTK Digital D2C brands as Venture Director for Audacia, I focus on scaling e-commerce brands globally. 

My career includes pivotal roles at Jumia and other key positions across Europe, Africa, Middle-East and the US, driving strategic growth, operational excellence, and digital marketing initiatives in Classifieds, e-commerce and SaaS.

I thrive on building and refining business models for enhanced efficiency and market penetration, emphasizing collaborative strategies to align international teams and stakeholders.

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