Freelancer profile translated to English.
Back to original languageAbout Soufiane
I transform your data into measurable growth — and your teams into sustainable performance drivers.
10 years of experience in Digital Marketing & Growth, in demanding environments: institutional public sector, banking (CIH Bank, Umnia Bank) and major brands (Volkswagen, Honda, Atlanta Assurances). I cover the entire digital value chain: acquisition, conversion, analytics, AI, and organizational transformation.
▸ Acquisition & Performance
SEO · SEA · Meta Ads · LinkedIn Ads · Google Ads · Email Marketing. +20,000 qualified leads/month generated recurrently, with rigorous management of CAC, CPL, and ROAS in competitive B2B and B2C markets.
▸ Analytics & CRO
GA4/GTM Architect, A/B testing, Hotjar, Clarity, Data Studio. I don't read dashboards — I build them so your leaders can decide quickly and effectively, based on reliable and actionable data.
▸ E-Commerce & Growth
Scaling Shopify/WordPress, conversion funnel optimization, upsell, retargeting, and email automation sequences. Annual revenue generated for my clients: +€90,000. Positive ROI from the 2nd month for 4 out of 5 accounts.
▸ Digital Transformation & Governance
Digital roadmap, complex multi-stakeholder project management, data compliance, and sovereignty. 5 institutional platforms managed with +300,000 visits/month, with budgets up to 3M DH managed in a demanding regulatory environment.
▸ AI & Automation
Integration of ChatGPT, Midjourney, and no-code tools in creative and analytical workflows — measured reduction in content production time and cost of 35%. Prompt engineering applied to marketing.
I combine the rigor of the public sector (compliance, sensitive data, strategic coordination at the highest level) with the ROI agility of the private sector. This dual grounding is rare and valuable for organizations in transformation.
Executive MBA Management & Data Science — IAE Paris / ESLSCA Business School (in progress).
French
Native or bilingual
Arabic
Native or bilingual
English
Fluent
Spanish
Basic
Can work on-site
Paris (up to 50km)
Experience
- Grand Organisme PublicHead of Digital Marketing & Digital IntelligencePUBLIC SECTORDecember 2017 - Today (8 years and 8 months)Rabat, MoroccoLeading the digital transformation of 5 high-traffic institutional platforms (+300,000 visits/month) — from functional scoping to production, in a demanding regulatory environment with high responsibility.→ Digital roadmap & governance: coordination of IT, external service providers, and strategic stakeholders at the ministerial level→ Tracking & Analytics: deployment of a complete GA4/GTM ecosystem (events, micro-conversions, decision-making dashboards)→ SEO / SEA / SMO: design and management of acquisition strategies on national audience platforms→ CRO: continuous optimization via A/B testing, Hotjar, Clarity, and user behavioral analysis→ OSINT & Strategic Intelligence: implementation of a digital monitoring system and proactive e-reputation management in a sensitive institutional context→ UX & Product: design of user journeys, wireframes, sitemaps, and functional specifications→ Management: team of 5 employees + multi-provider coordination (IT, agencies, tech suppliers)Key Skills: Digital Transformation · GA4 · GTM · SEO · CRO · OSINT · E-reputation · Data Analytics · UX · Digital Governance · Complex Project Management · Team Management
- EKEM ConsultingSenior Consultant — Digital Growth & E-CommerceCONSULTING AND AUDITSJanuary 2021 - November 2024 (3 years and 10 months)Casablanca, MoroccoGrowth & Performance Consulting for 5 simultaneous accounts (B2B and B2C): Bayt Mal Al Qods, ENCG Settat, ICDT, Atlantic Education, GS Valériane.Measurable Results:→ +€90,000 in annual e-commerce revenue generated for clients→ 30-40% reduction in content production costs and timelines through AI integration (ChatGPT, Midjourney, automation)→ Positive ROI on Ads campaigns from the 2nd month for 4 out of 5 accountsMissions Performed:→ Multi-channel campaign management (Meta Ads, Google Ads, LinkedIn Ads) — monthly budget +100,000 DH→ E-commerce scaling: Shopify/WordPress funnel optimization, email automation, upsell, retargeting→ GA4/GTM deployment, CRO analysis (Clarity, Hotjar, session replay), continuous A/B testing→ E-commerce site UX design and redesign: sitemaps, wireframes, optimized journeys→ Training client teams in performance culture and KPI interpretation→ Integration of AI tools into creative and analytical workflowsKey Skills: Growth Marketing · Meta Ads · Google Ads · LinkedIn Ads · E-Commerce · Shopify · WordPress · Email Marketing · CRO · GA4 · GTM · Marketing AI · Lead Generation
- Tribal DDB Casablanca (DDB Worldwide)Digital Project Manager — Key AccountsCONSULTING AND AUDITSJune 2016 - December 2017 (1 year and 6 months)Casablanca, MoroccoManagement of 360° digital projects for 6 key accounts within an international network agency (DDB Worldwide): CIH Bank, Umnia Bank, Volkswagen, SEAT, Honda, Atlanta Assurances.Key Achievements:→ Digital launch of Umnia Bank — Morocco's 1st participatory banking institution: digital identity, multilingual website (FR/AR/EN), complete acquisition strategy — 3M DH budget, executed within the deadlines set by Bank Al-Maghrib→ +20,000 leads/month generated for CIH Bank (Code 30 product) via Meta Ads, Google Ads, optimized landing pages, and emailingScope of Responsibilities:→ Project management from strategic brief to production phase (UX, acquisition, campaigns, reporting)→ UX Design: wireframes, sitemaps, user journeys — close collaboration with design and development→ Multidisciplinary Management: UX/UI, developers, creatives, social media managers→ Budget monitoring and simultaneous multi-account priority managementKey Skills: Digital Project Management · UX Design · Performance Marketing · Lead Generation · Social Ads · Budget Management · Management · Banking Sector · Automotive
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Education
- Executive MBA — Management & Data ScienceIAE Paris2026Big Data · Machine Learning · Transformation digitale · Marketing Digital avancé · Web Scraping
- Specialized Master in Marketing & Business DevelopmentFaculty of Economics and Management Settat2017Mémoire : M-Marketing au profit des sociétés (banque participative)