Bio

Made in Casablanca, Shaped in New York City, Thriving in Dubai since 2005, this is my journey across 3 great cities I am privileged to call home. I count 20+ years of multi-industry management experience, and a career history working within Fortune 500 companies, governments, and non-profit organizations, across a multitude of industries, from financial services and investments to retail and franchise development, with international exposure within Europe, U.S. and the MENA region. I have always believed that “we don’t build businesses, we build people and then people build businesses.” This has influenced to a great extent my leadership style in my corporate experience, and was cultivated further when I had the privilege to work with the main team at the Mohammed Bin Rashid Al Maktoum Foundation for knowledge, where I was in charge of innovation and entrepreneurship programs across the Arab World. I shifted my career in 2014 to embark on my entrepreneurial journey full time, with the founding of Sustain Leadership Consultancy. I am an active contributor to the entrepreneurship eco-system, recognized as an advocate for transformational leadership, gender balance, women’s advancement, diversity and inclusion, and social innovation, I also sit on the advisory boards of several SMEs and NGOs. I received many awards, including, the Game changer award in 2019 from the Middle East Institute of Excellence in Dubai, as well as the Saphira award from my native country’s government of Morocco in 2016, to name a few. I am a published author, with 2 co-authored books, and my own recently published “ SEEDS of change” that earned number 1 best seller on Amazon.ae. As a thought leader, some of my articles were also published in Harvard business review Arabic and Forbes Middle East and Arabian Business among others. More recently, I founded Tawazoun, (which means balance in Arabic) the first think-do tank and platform in the Middle East that aims at cultivating balanced people, work environments, societies, and planet, tackling the sustainable agenda in a holistic way and with more tangible measurable results. I commit to planting seeds of change that drive positive impact in business and society, through engaging and aligning multiple stakeholders, people, private, public and academia to help them remain relevant in an ever changing world. I strive to live by my signature and personal brand HB : Humanizing Business My ultimate mission is to contribute to the MEA region’s move to an innovation and knowledge-based economy.