She led marketing for KFC across the MENA region and Pakistan, repositioned Saudi Arabia’s tourism image, and founded a renowned wellness center in Dubai. Asmaa Quorrich is one of the Middle East’s most prominent marketers, a distinction that earned her a place in the Wall Street Journal’s CMO Network, which brings together decision-makers at the helm of the world’s most influential brands. Behind this journey lies a mindset the businesswoman sums up in a single sentence that has become a guiding principle in her life: “We are not the product of our circumstances, but of our decisions.”
Asmaa Quorrich began her academic journey at Al Akhawayn by choice, drawn to its Anglo-Saxon and flexible education system, which allows everyone to build their own path: “Al Akhawayn gave me the opportunity to thrive, to express my personality, and to shine.” She then went on to receive a Fulbright scholarship that took her to Suffolk University in Boston, where she earned an MBA in marketing in 2003.
An Authentic Leader
Asmaa Quorrich began her professional career at Toyota Morocco, then quickly climbed the ranks at Procter & Gamble and Pepsi. In 2015, she already held the position of Chief Marketing Officer at KFC for the MENA region and Pakistan, with “one billion dollars in revenue under her responsibility”. She led a strategic transformation there that revived the brand, reinvigorated growth and earned her recognition within the giant Yum! Brands, the world’s leading restaurant group (KFC, Pizza Hut, Taco Bell…).
After this challenge, Asmaa Quorrich took on a new one: entrepreneurship. “If I know how to build brands for giants like KFC or Pepsi, why not do it for myself ?” she thought at the time. By launching ZAAZ Wellness & Beauty in 2019 in Dubai, she had a very precise idea: to create a space inspired by Moroccan traditions, designed for active women, in a refined and soothing setting.
“I wanted a place for women. A bubble. A refuge.” ZAAZ quickly became a reference in luxury hospitality. Next step: international expansion.
The businesswoman also remains a leader sought after for her expertise: the Saudi government identified her and entrusted her, in 2022, with the position of Chief Marketing Officer within the Saudi Tourism Authority. She became the first Moroccan – and one of the few women – to occupy such a role, at the head of a team of 100 people.
Asmaa Quorrich defines herself as an “authentic leader”. Both demanding and protective, she invests in her teams, develops talent, and aims for excellence, she says.
Written by Jankari Consulting, edited in English by Eric Nielson
