I turn consumer data into brand decisions.

I started in computer science, with a bachelor's degree in information systems in Algiers, before moving into marketing at ENSM. My first thesis was already about consumers: the effect of influencers on purchase decisions, measured with 358 Algerian internet users.

Before consumer goods came more than ten years of community work: Earth Hour in Algiers, the Algerian delegation to the World Youth Forum, then the non-profit SIDRA, where I led communications, trained more than 150 people and coordinated the Algerian Food Bank. Alongside that, I ran more than 70 market research projects as a freelancer for clients in 20 countries, including an African expansion study for Sendy.

Since then I've worked at Bel Group (insights), Dr. Beckmann (brand) and Mondelez on Côte d'Or (product). My master's thesis tackles a very practical question for brands: what really happens in the snack aisle when a parent sees a Nutri-Score?