Naoufel Jellal embodies a journey marked first by expatriation, then by a return to his roots. A graduate of Al Akhawayn University (AUI) in Ifrane, he is now at the head of Eaux Minérales d’Oulmès, where he returned in 2020 after sixteen years spent in the Gulf countries. Saudi Arabia, Bahrain, United Arab Emirates… his career led him to hold several leadership positions within PepsiCo.
He climbed the ranks from franchise director (Morocco, Tunisia, then Kuwait, Bahrain, UAE, Oman, and Qatar) to general manager of the food division, before being appointed senior sales director for the GCC/Levant, and later general manager of the “Premier” partnership with Expo 2020 Dubai.
Among these markets with varied dynamics, he notes a major difference: “The Moroccan market is more complex due to its vast geography, but also more promising. Per capita consumption can still grow, especially with the major upcoming events,” he affirms.
Expatriation and emotional intelligence
How did he experience those years abroad? “I was fortunate to be expatriated right after graduating in 1999. Adapting wasn’t easy at first, but being open to diversity helped me integrate. Later, I returned to Morocco in leadership positions, taking on responsibilities quickly,” he shares.
The transition into professional life was smooth, as he was recruited straight from campus by the Saudi subsidiary of Procter & Gamble. He credits this successful integration to two key strengths from his AUI education: strong emotional intelligence, which lessened the cultural shock, and a rigorous academic foundation. “AUI graduates compete with those from the best universities in the MENA region,” he notes.
He emphasizes that in Ifrane, he grew in an environment that valued diversity, inclusion, and acceptance of others, which strengthened his ability to take initiative and follow through. He particularly highlights the Liberal Arts educational model, which, in his view, fosters open-mindedness and self-confidence in students.
“I am convinced that my involvement in the AUI Alumni Association should be seen as a duty”
Highly active in extracurricular activities, he developed a true sense of commitment and a strong desire to contribute to the community. This path of excellence led him to earn a Fulbright Program scholarship to pursue an MBA at Boston University—an opportunity made possible thanks to the support and reputation of AUI.
Naoufel Jellal continues his community involvement, particularly within the Al Akhawayn Alumni Association. He believes it is “the least one can do” for the country and for his university. “I am convinced that it should be seen as a duty, an unconditional commitment,” he concludes.
Written in French by Jankari Consulting, edited in English by Eric Nielson
