Professional Experience

Immersed in this field since I was 21 years old, starting with a simple student job, over time I was won over by an indescribable passion to the point where, after a few years, it became my profession.
During the 20 wonderful years (since early 2005), in which I was able to practice what I love,
the quote “Do what you love and you will never have to work a single day in your life” took on its full meaning and applies perfectly to the profession I chose and that, in return, chose me.

January 2024 - Today: Senior Consultant in Communication, Marketing and Business Digitalization

I make my skills and long experience in communication, marketing and business digitalization available to various companies operating in different sectors and, beyond that, I can also offer them my expertise in entrepreneurship, business development and sustainability in Algeria, having myself, successfully, founded a company and served as its General Manager for eleven (11) years, during which I closely observed and dealt with the Algerian administration, its constraints, and the parameters that contribute to optimizing and ensuring the success of the projects undertaken.

2013 - 2023: Founder & CEO of MUST Communication Algeria

Entering the world of entrepreneurship in 2013, I embarked on this adventure by creating the agency MUST Communication Algeria, which would become a 360° agency. Truly passionate about my profession, I took an interest in technical aspects, even the most advanced ones; beyond my role as conductor, I was also a full-fledged collaborator. This is how I acquired various skills, in addition to the usual ones, such as web design and its SEO and SEA aspects, the end‑to‑end development of social media strategies and their SMO / SMA dimension. I also became familiar with graphic design tools, printing processes and outdoor advertising. In addition, I was actively involved in organizing events for our clients and managing PR – all while gradually integrating Artificial Intelligence and democratizing its use. Beyond my role as the agency’s General Manager, I also put on the hat of Marketing & Communication Director when some of our clients outsourced these departments to our agency. Nowadays, managing and participating in projects at every stage has become my daily life – and I love it!

2015 - 2019: Managing Partner acting as Director of External Relations and Development

Managing Partner of KPointPhone, acting as Director of External Relations and Development. A technology‑oriented company specializing mainly in telephony for highly secure locations such as army barracks, police facilities and other sensitive sites. It was the first company in Algeria to introduce multi‑purpose kiosks for these locations, allowing, among other things, phone credit top‑ups and bill payments… regardless of the operator!

2013 - 2017: Executive Member of the Board of Directors

Executive Member of the Board of Directors of a major private engineering and public works and hydraulic construction company operating nationwide (EATAH, category 9). I was responsible for leading the communication & marketing strategy and managing international partnerships for the acquisition of equipment, as well as identifying companies that could be partners or subcontractors in executing the contracts obtained. I was also in charge of managing public relations, particularly those with Algerian authorities.

2013 - 2015: Lecturer & Researcher at the University of Science and Technology HB (Algiers)

An engineer by training with a Magister specializing in composite materials and their applications to civil aviation, I studied the possibility of building a carbon fiber fuselage crossed by a copper rod that could partially replace cumbersome electrical wiring, within the LMA (Advanced Mechanics Laboratory). In parallel, I had the honor and pleasure of teaching and passing on my knowledge in subjects such as analytical mechanics, continuum mechanics, internal combustion engines, technical drawing, and strength of materials… to second- and third‑year undergraduate students and Master I & II students.

2005 - 2013: Freelance consultant in IT and Trade Marketing

Being a true geek from a very young age, I developed solid IT skills. I worked on equipment maintenance on both sides, hardware and software, but most of my freelance contracts were consulting (choice of equipment, choice of IT solutions and integrators, digitalization, etc.). In Trade Marketing, I was often hired by communication agencies to work as a team supervisor and, over time, as a zone manager where I sometimes managed 200 promoters and 50 supervisors!