Salma Zaz

As Head of the Marketing & CRM division, I was fully accountable for the end-to-end management of the business performance, from strategic planning to operational execution, ensuring the achievement of both top-line growth and botom-line targets. Key responsibilities and achievements include:

• - BUSINESS LEADERSHIP: Directed a team of 7 professionals, managing a marketing budget of 3.5M CHF, and re porting directly to the General Manager as part of the Executive Commitee.

• - BRAND POSITIONING & GROWTH: Strengthened Nespresso's leadership in the Moroccan market (B2C and B2B) by designing and implementing integrated go-to-market strategies, based on CxI analysis.

• - CUSTOMER LIFECYCLE MANAGEMENT: Deployed a comprehensive loyalty program and advanced lifecycle man agement framework, increasing retention, reactivation and customer value.

• - MEDIA & DATA-DRIVEN MARKETING: Led the CRM strategy and omnichannel campaigns (digital, retail network, e-commerce, and call center), ensuring a consistent customer journey.

• - STRATEGIC ALIGNMENT: Coordinated with global headquarters while tailoring strategies to local market specific ities, balancing global guidelines with local opportunities( ex. NespressoXChabiChic. NespressoXSamySnoussi, NespressoXMyriamMourabit, NespressoXPierreHerméXLaMamounia, etc)

• - SUSTAINABILITY & INNOVATION: Embedded sustainability in marketing activities and launched initiatives aligned with Nespresso's global sustainability commitments (part of the BCorp Commitee project Launch)

Head of the Marketing & CRM division, I was responsible for strengthening Nespresso position as the Ultimate Coffee Experience and driving strong growth in the Moroccan B2C and B2B markets. Key responsibilities and achievements include:

• - Establish and implement the marketing strategy and INTEGRATED MARKETING activity plan (incl. Media, Digi tal, PR, CRM activities, trade Marketing, Events, Trainings, promotions) in line with our Global concept to achieve our local objectives.

• - Drive growth building an OMNI-CHANNEL STRATEGY: E-Commerce, Retail network, Customer Service CRC and Trade partners in B2C. Office & HORECA visibility in B2B.

I am line manager for five team members in my marketing team, including a CRM department. (CRM, Brand, BtB & BtC Mkg, Training & coffee expertise). Mkg budget: 2.6MCHF

Accountable for the end-to-end business performance of the Consumer Health Care dedicated portfolio ( Multivitamins, Feminine Hygiene) in Morocco and Tunisia, reporting directly to the BU Head and con tributing to the BU strategic commitee.

Key responsibilities and achievements include