I’ve worked across sectors - from corporate law and climate tech to fashion, retail and commodity trading - always with the same goal:
to turn marketing and communication into a real business lever.
For growth, for positioning, for attracting the right clients, talent and capital.

I’m what you might call an industry chameleon.
I’ve always moved between sectors, not tied to one world - but fluent in many.

What shaped my work most didn’t start in business.

With roots in both North Africa and Europe, I’ve always moved between worlds, bridging different perspectives - translating between contexts, people, and unspoken codes.
That outsider perspective - sometimes unsettling, often clarifying - became my strength.
It taught me to see patterns others overlook. To ask sharper questions.
And today this fuels my work and enables me to bridge what a company does, with what it stands for -to connect the dots between business goals, brand behaviour, and what actually moves people.

Maybe being that outsider is why I’ve always been drawn to building brands.
Because a strong brand creates belonging - for clients, for talent, for the people inside.
And it gives structure and clarity in moments of growth, change or pressure.