Over 25 years, I have evolved from junior finance roles to leading strategic initiatives across multiple jurisdictions. My career has taken me across Morocco, France and the UK, working with global organisations including Thomson Reuters and the London Stock Exchange Group before bringing me home to found my own audit and consultancy services firm Profinance AAS in Casablanca. I am one of only two ACCA members currently working in Morocco.
My first inspiration was my father, who taught me responsibility and how to manage resources wisely. He believed that education was the path to financial independence and empowerment. My mother’s resilience and sacrifices also shaped the person I am today. Those early lessons led me towards accounting. Finance is at the heart of every organisation, and creating value for society strongly resonates with my own values.
Progress begins where comfort ends
I have stepped out of my comfort zone many times. For example, moving from Morocco to a leadership role in London required me to quickly adapt to a different culture, business environment and expectations. Becoming a qualified accountant in the UK and France, as well as a Project Manager Professional (PMI member) empowered me to manage strategic transformation portfolios globally and bridge between professions, countries and businesses. Founding my own firm also stretched me as going from an employee to a business owner is a challenging mindset shift. I still learn daily.
Last but not least, I am also a professional fitness instructor, and one of the things it has taught me is that growth happens only when we push ourselves to move forward. Progress begins where comfort ends. My fitness training has taught me that meaningful progress rarely comes from a single breakthrough, but from showing up every day and taking on the next challenge.
I have made a conscious decision to embrace AI and digital transformation. It is an opportunity for every country, company and individual to scale and benefit from technology as a valuable asset. AI is transforming accounting from a predominantly transactional profession into a strategic advisory function. Routine tasks are increasingly automated, allowing finance professionals to focus on risk management and supporting decisions. Successful firms will adopt AI tools while also establishing strong governance, ethics and change management. The future belongs to accountants who combine technical expertise with critical thinking and human judgment.
A country’s greatest competitive advantage is its people’s capability
Moroccan businesses face several challenges, especially the upskilling needed to achieve Digital Morocco 2030. This key roadmap aims to transform Morocco into a leading regional tech hub. The country’s strategic position between Europe and Africa, massive investment in infrastructure, including preparation for the 2030 Fifa World Cup, and the rapid growth of sectors such as technology, renewable energy, tourism and logistics, are creating significant opportunities for businesses and investors.
This transformation brings a clear need for highly skilled professional accountants with global perspective and international skills. As companies grow, digitalise and operate in more complex markets, they need finance professionals who can go beyond traditional accounting. They need people who can support strategic decision-making, manage transformation, strengthen governance and risk management, ensure transparency and help organisations attract investment.
I am a true believer that lifelong learning should be incentivised. With technology evolving so quickly, countries and organisations need a highly adaptable workforce. The greatest competitive advantage of any country is the capability of its people.
What I enjoy most about my role is helping organisations realise their potential. I get great satisfaction from turning complex issues into practical solutions. I particularly like building bridges between strategy and execution, by helping people to embrace change with confidence.
My favourite mantra is: do the right thing, even when no one is watching. Integrity, accountability and ethical leadership matter. Success is built on consistently making decisions in alignment with personal values.
I enjoy travel and experiencing different cultures, as diversity is a great driver of innovation and growth. I also like reading about leadership and technology, and mentoring young professionals.
