I turn business needs into delivered products.
Product-minded Business Analyst working at the intersection of business, users and engineering teams — from scoping through delivery, in an Agile environment.
The bridge between business need and technical solution
I connect what a business needs to solve with what a technical team can actually build. In practice: gathering a vague need, challenging it, translating it into workable specifications, prioritising what matters, and following through delivery to a measurable result.
My path started in digital marketing (Google Ads, Meta Ads, SEO/SEA) before shifting toward business analysis and product management — a foundation that taught me to read the data before making a call, rather than a label I lead with today.
Trained in international business (ENCG Kenitra) and certified in Google Project Management and Agile/Scrum (IBM), I've built my experience across varied fields — public procurement, healthcare, IT vendors — with one common thread: continuous improvement of processes and products. I work closely with engineering teams and am comfortable reading code, APIs and technical specs — without losing the business perspective.
I'm now aiming for Business Analyst, Product Owner or Digital Project Manager roles in organisations where the product is built with, and for, its users.
From business groundwork to product ownership
Business Analyst
- Gathering, challenging and formalising business requirements to align them with business objectives and technical constraints.
- Translating functional needs into clear requirements the technical teams can act on; defining acceptance criteria.
- Analysing B2B data and existing processes to identify anomalies, improvement areas and value opportunities.
- Coordinating exchanges between business teams, technical partners and stakeholders.
Business Analyst & Marketing Project Manager
- Gathering and formalising business requirements (Marketing, Sales, Management); writing functional specifications and acceptance criteria.
- Prioritising the backlog and tracking Agile deliveries; taking part in functional testing (UAT).
- Modelling product value through performance data analysis (traffic, conversion, KPIs) to inform decisions and trade-offs.
- Coordinating with technical vendors on UX/UI redesign; leading digital projects.
Procurement Process Analyst
- Analysing the Procure-to-Pay (P2P) process, mapping flows and identifying digitalisation opportunities.
- Final-year thesis on the impact of procurement digitalisation on operational efficiency.
Digital Project Manager Assistant
- Managing digital campaigns, SEO optimisation and coordinating creative vendors.
A toolkit built for product decisions
Product & Agile
Business Analysis
Soft skills
Case studies
Three tracks, from the most employed to the most entrepreneurial: freelance work, a personal product, a family business. In every case, the same reflex — frame the need, coordinate execution, track the result.
Professional Experience
Freelance work alongside my salaried path — on both the agency and client side, across varied industries.
Entrepreneurial & Personal Projects
A product I'm building with my team, from framing the need to tracking users.
Family Business & E-commerce
A family business in jewellery, where I run the entire digital chain — from product to conversion.
How I Work
Discovery
Understanding the business context, constraints and real users before any solution.
Analysis
Challenging the need, documenting it, setting clear acceptance criteria.
Prioritisation
Weighing product value against data, not just perceived urgency.
Collaboration
Getting business and tech to speak the same language, sprint after sprint.
Delivery
UAT, tracking the release, measuring the actual result.
Continuous improvement
A feedback loop on KPIs to adjust the rest of the roadmap.
Community & Volunteer Involvement
Alongside my professional path, I'm involved in associative and social initiatives.
Sponsorship Chair
- Owned sponsorship: sourcing and coordinating partners to fund the club's actions.
- Active participation in club events and campaigns.
- Contributed to several humanitarian outreach caravans.
Co-founder
- Co-founder of OpenUp, a community and social impact project.
Professionals I've had the opportunity to work with
Collaborations, projects and experiences that have helped shape my path.
Collaboration on building the Al Rahhala Travels website, from design to launch.
Collaboration across all Pulse.digital projects.
Collaboration on two Pulse.digital projects: Ace Électroménager and Moverent / Moveim.
Website build and management, social media, SEO and SEA.
Let's talk about your project
Available for Business Analyst, Product Owner or Digital Project Manager roles — in Morocco and internationally.
🌍 Open to relocation worldwide — visa sponsorship required