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I'm Basma Tazi, a brand and marketing strategy leader focused on consumer and B2B markets in the MENA region. I build evidence-based brand strategies and go-to-market plans that drive growth and strengthen equity across multi-market environments. I thrive on cross-functional collaboration with sales, finance, R&D, and operations to optimize portfolios, launch new product introductions, and translate consumer and market insights into commercial impact through high ROI activations and streamlined marketing processes.…I'm Basma Tazi, a brand and marketing strategy leader focused on consumer and B2B markets in the MENA region. I build evidence-based brand strategies and go-to-market plans that drive growth and strengthen equity across multi-market environments. I thrive on cross-functional collaboration with sales, finance, R&D, and operations to optimize portfolios, launch new product introductions, and translate consumer and market insights into commercial impact through high ROI activations and streamlined marketing processes.

Basma Tazi

Brand Strategist, Marketing Strategist, Marketing Consultant, +4

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I'm Basma Tazi, a brand and marketing strategy leader focused on consumer and B2B markets in the MENA region. I build evidence-based brand strategies and go-to-market plans that drive growth and strengthen equity across multi-market environments. I thrive on cross-functional collaboration with sales, finance, R&D, and operations to optimize portfolios, launch new product introductions, and translate consumer and market insights into commercial impact through high ROI activations and streamlined marketing processes.…I'm Basma Tazi, a brand and marketing strategy leader focused on consumer and B2B markets in the MENA region. I build evidence-based brand strategies and go-to-market plans that drive growth and strengthen equity across multi-market environments. I thrive on cross-functional collaboration with sales, finance, R&D, and operations to optimize portfolios, launch new product introductions, and translate consumer and market insights into commercial impact through high ROI activations and streamlined marketing processes.

Available to hire

I’m Basma Tazi, a brand and marketing strategy leader focused on consumer and B2B markets in the MENA region. I build evidence-based brand strategies and go-to-market plans that drive growth and strengthen equity across multi-market environments.

I thrive on cross-functional collaboration with sales, finance, R&D, and operations to optimize portfolios, launch new product introductions, and translate consumer and market insights into commercial impact through high ROI activations and streamlined marketing processes.

Skills

Experience Level

Expert

Expert

Expert

Expert

Intermediate

Language

English

Fluent

French

Fluent

Arabic

Advanced

Work Experience

Marketing Manager - MENA Region at Barry Callebaut

April 1, 2021 - December 1, 2025

Strategic regional marketing lead driving growth across B2B FMCG and food manufacturing segments. Defined and led regional brand and GTM strategies across multiple MENA markets, contributing to up to 50% sales growth through portfolio optimization and distributor enablement. Executed end-to-end GTM for key portfolios, aligning brand positioning, product mix, formats, and activations with local realities. Delivered integrated marketing plans combining brand building and demand generation, achieving ~30% sales uplift after high-impact brand activations. Led ROI-focused brand visibility initiatives (chef-led events, influencer campaigns, regional roadshows) and achieved ~50% YoY sales growth through roadshows across Morocco, with rollout across the wider MENA region. Expanded and optimized the portfolio with NPIs and new formats (e.g., 4kg buckets and fillings). Managed branding, labeling, and packaging transformations with regulatory compliance and controlled write-offs. Acted as a centr

Marketing and Development Manager at Kids&Us Casablanca

September 1, 2017 - November 1, 2020

Designed and implemented marketing and sales strategies, achieving a 25% increase in enrollments. Implemented innovative communication and loyalty programs to drive retention and revenue growth. Managed financial planning including turnover analysis, budget management, and cost control. Developed brand positioning strategies and adapted operations to market challenges during COVID-19.

Brand & Marketing Lead at Funlife

October 1, 2016 - June 1, 2017

Led brand creation and marketing foundations in an early-stage startup, owning brand identity, positioning, and go-to-market strategy. Drove initial brand visibility and client acquisition through hands-on market research and cross-channel campaigns, establishing a scalable brand platform for growth.

Marketing & Development Manager at Kids&Us Casablanca

September 1, 2017 - November 1, 2020

Designed and implemented marketing and sales strategies, achieving a 25% increase in customer enrollments. Delivered communication and loyalty programs to drive retention and revenue growth. Orchestrated financial planning including turnover analysis, budget management, and cost control. Developed brand positioning strategies and adapted operations to market challenges during COVID-19.