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.
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.
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.
OASIS212 (Kabyla Holding)Content & SocialBuilding and Executing a Social Content Strategy for a Hospitality BrandOASIS212 had an active Instagram presence, but content was not governed by a consistent strategy.
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.
OASIS212 (Kabyla Holding)AI & AutomationAutomated SEO Content PipelineOASIS212 needed editorial content with real Dakhla, kitesurf and wellness depth that was also built for search — so I built a pipeline that produced it.
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.
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.
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.