Selected work
Case Studies
Over the years, I’ve worked with different teams, across different industries and on all kinds of projects. This is a selection of what came out of those chapters.
OASIS212 (Kabyla Holding)AI & AutomationAutomated SEO Content PipelineOASIS212 needed editorial content that could establish experience, expertise, authority, and trust in a category with almost no qualified writers: one covering Dakhla, kitesurfing, and wellness at once.
Centrale DanoneContent & SocialCentrale Danone: Crisis Communications & Content StrategyCentrale Danone was in the middle of a nationwide boycott that cut milk sales by 40% within its first ten days and would end the year in a 538 million dirham loss.
OASIS212 (Kabyla Holding)Content & SocialBuilding and Executing a Winning Instagram Content StrategyOASIS212 had an active Instagram presence, but content was not governed by a consistent strategy.
OASIS212 (Kabyla Holding)AI & AutomationAI Concierge for Hotel Guest Planning and BookingOASIS212 had no chatbot. Visitors with real questions before booking had two options: dig through the site, or email/whatsapp reception staff and wait.
OASIS212 (Kabyla Holding)Paid MediaMeta Ads Automated WorkflowRunning paid media for OASIS212 solo meant campaign setup, creative assembly, and performance monitoring all competed for the same hours, with no dedicated ad ops support.
HespressDesignHespress Website Redesign : UI, UX, ArchitectureHespress’s visual identity had barely changed for the better part of a decade, the same blue masthead, the same dense three-column layout, serving millions of daily readers deeply habituated to that look.
AlhurraEditorialEditorial Intelligence & Sentiment Analysis FrameworkEditorial conversations at Alhurra centered on what to cover next, with little grounded insight into what had already worked and why.
ONSSAContent & SocialONSSA: National Food Safety Digital Communications StrategyIn 2017, Moroccan households reported meat spoiling, turning green, within days of the ritual slaughter during Eid Al Adha, driven by heat and improper handling.