You’ve been leading Smollan North Africa cluster since 2022. How would you assess the multinational’s operations in this geographical area?

I am very optimistic about the group’s direction in implementing a solid approach aimed at providing excellent service, tackling new challenges, and promoting continuous growth and innovation across the cluster. Since 2022, we have succeeded in creating a business environment conducive to excellence, following the impressive business trajectory that Smollan has been on globally in recent years. In just a few years, we have managed to build a dynamic team and develop a comprehensive range of tailored services meeting the specific needs of the local market.

We have continued to expand and diversify our portfolio by offering on-the-ground sales and merchandising solutions, auditing, brand ambassadors, market analysis, as well as data and technology solutions to some of the most renowned brands in various sectors. Our core approach focuses on operating within and beyond the retail ecosystem, with the goal of transforming lives by building a diversified and sustainable business that connects people, brands, and opportunities.

Thanks to an entrepreneurial mindset and a team of young talents, we have not only quadrupled our business in Morocco but also created more than 600 direct jobs, contributing to the local economic dynamism. Our success is due to our ability to offer customized solutions perfectly adapted to the Moroccan market’s specificities. We have implemented advanced real-time data analysis tools that allow our partners to have instant visibility on their operational and commercial performance. With this enhanced visibility, our partners can make more informed decisions and respond swiftly to market changes.

Finally, we have made significant investments in training our teams to equip them with the latest technologies and meet our clients’ ever-increasing expectations. Through these ambitious training programs, our employees are able to deliver innovative solutions and create added value for our partners.

In a nutshell, our growth in the region is the result of a clear strategy, adaptation to local specificities, and a strong commitment to our clients and employees. We are confident that our business model, based on innovation, collaboration, and performance, will enable us to continue our exponential development in the years to come.

What does Smollan bring to the sales, marketing, data technology, and e-commerce industries?

Our high-performing team helps brands sell better and market better to unlock growth at the point of purchase. Founded in 1931, Smollan is a global commerce company that drives growth for retailers and brand owners across five continents, with over 100,000 dedicated employees. We influence what shoppers browse and buy, when and where they do it, across multiple touchpoints through sales & merchandising, marketing, data, and technology.

Over its 90-year history, Smollan has been the pivotal point where retailers, brands, and shoppers converge, serving more than 80% of the world’s most loved brands in over one million retail outlets worldwide.

We operate in a highly complex and dynamic business environment where corporate boundaries and customers’ requirements shift daily. Customers tend to become more demanding, more vocal, less patient, and less loyal. Therefore, we generally strive to design our customized solutions and operating models to act as a bridge between strategy and key performance indicators.

What are your ambitions for Smollan’s growth in North Africa, particularly in Morocco?

Our ambitions for Smollan in North Africa, and particularly in Morocco, are vast and multifaceted. We not only want to continue our exponential growth but also consolidate our position as a leader in tailored sales, merchandising and marketing solutions.

Our vision is to become a key player in the Moroccan economic landscape by actively contributing to the sector’s development and creating value for all our partners. To achieve this, we are accelerating our geographical expansion by entering new markets within the region while strengthening our presence in the North African countries where we already operate.

We will also continue to innovate constantly to anticipate market changes and offer increasingly efficient solutions tailored to our clients’ needs. Furthermore, we aspire to grow our partner ecosystem by forging strong ties with key actors in distribution, production, and services, and promoting inclusion and diversity within our teams to reflect the richness and diversity of the African continent.

In parallel, we aim to create a stimulating and inspiring work environment where our employees can thrive and develop their skills. Our goal is to become an employer of choice in North Africa, offering enriching career opportunities and prospects for growth.