Nada Razik
Casablanca,CAS
Summary
Dynamic Senior Regional Brand & Retail Manager with Jouvence Group, recognized for expanding a retail network from 10 to 32 stores. Expert in product launches and visual merchandising, leveraging data-driven strategies and sales coaching to drive significant growth. Proven ability to lead high-performing teams and execute impactful marketing campaigns.
Overview
11
11
years of professional experience
Work History
Senior Regional Brand & Retail Manager
Jouvence Group
09.2020 - Current
- Expanded network from 10 to 32 stores nationwide in 5 years (Swiss Arabian, Haramain, ...)
- Built high-performing retail teams: recruited, trained, and coached over 100 salespeople; instituted playbooks and incentives.
- Delivered strong sales growth via brand repositioning, upgraded VM, and data-driven marketing.
- Designed and executed flagship product launches & store openings on par with very well-known international brands.
- Full retail oversight for 32 stores across Casablanca, Rabat, Marrakech, Agadir, Tangier and more; weekly performance reviews with store managers.
- End-to-end product launch ownership: GTM plans, allocation, POS storytelling, PR/KOLs, post-launch analysis.
- Opening events: concept, budgeting, vendor selection, guest & media lists, onsite run-of-show, after-action reporting.
- Brand development: positioning, visual identity and calendar adapted to Moroccan insights while aligning with global standards.
- Visual merchandising by cluster with planograms and assortments based on local bestsellers and traffic.
- Influencer & celebrity partnerships with clear briefs and ROI tracking to amplify reach and conversion.
- Retail expansion: site selection based on catchment & sales forecasts; coordination with projects/ops from lease to opening.
- KPI management: conversion, ATV, UPT, sell-through; corrective action plans and staff coaching.
- Currently steering the launch of new international perfume brands for imminent market entry.
Brand Manager
Basma Boussel Cosmetics
07.2018 - 08.2020
- Defined annual marketing plans and launch calendars; ensured on-brand communication across channels.
- Managed new product launches, merchandising and POS activations; coordinated PR and media.
- Monitored performance, consumer insights and competitive moves to refine strategy.
Global Brand Manager
City Club
03.2018 - 07.2018
- Launched City-Lady (women-only fitness brand); led GTM and communication across online/print/broadcast.
- Organized large-scale events to build awareness and sign-ups; managed creative and media buys.
Operations Manager
City Club
09.2017 - 03.2018
- Supervised club operations and teams; improved service quality and member retention.
- Planned event-driven marketing to drive memberships and local visibility.
Freelance Data Consultant
OpinionWay
07.2016 - 07.2017
- Delivered market insights, consumer analysis and strategic recommendations for leading brands.
- Projects included competitive analysis, U&A;, concept tests and communications pre/post-tests.
Senior Data Consultant
Eigenvalue Consulting
01.2015 - 07.2016
- Led complex market research programs across sectors; designed methodologies and sampling plans.
- Produced actionable insights for ministries and international brands (e.g., telecom, automotive, FMCG).
- Managed client relationships, analysis reports and presentations supporting data-driven decisions.
Junior Data Consultant
Eigenvalue Consulting
06.2014 - 01.2015
- Supported quantitative and qualitative fieldwork, questionnaire design and data processing.
- Contributed to barometers (image tracking, satisfaction, media) and ad-hoc studies.
Education
MBA - Project Management
Devry University
New York01.2013
Master's - Marketing
ENCG
Casablanca01.2011
Skills
- Brand & Retail Leadership
- Product Launches
- Event Management
- Go-to-Market
- Visual Merchandising
- Influencer Marketing
- Sales Coaching
- Retail Analytics
- Negotiation
- Project Management
- Storytelling and strategic messaging
- Creative direction and campaign development
Languages
- Arabic, Native
- French, Fluent
- English, Fluent
- Spanish, Intermediate
Languages
Arabic
First Language
French
Proficient (C2)
C2
English
Advanced (C1)
C1
Spanish
Intermediate (B1)
B1
Timeline
Senior Regional Brand & Retail Manager
Jouvence Group
09.2020 - Current
Brand Manager
Basma Boussel Cosmetics
07.2018 - 08.2020
Global Brand Manager
City Club
03.2018 - 07.2018
Operations Manager
City Club
09.2017 - 03.2018
Freelance Data Consultant
OpinionWay
07.2016 - 07.2017
Senior Data Consultant
Eigenvalue Consulting
01.2015 - 07.2016
Junior Data Consultant
Eigenvalue Consulting
06.2014 - 01.2015
MBA - Project Management
Devry University
Master's - Marketing
ENCG
Similar Profiles
Claudine HABONIMANAClaudine HABONIMANA
Aide cuisinière at JouvenceAide cuisinière at Jouvence
NINA SPRAYNINA SPRAY
Business Development Manager at Intracoastal Construction Group and Hydrologic GroupBusiness Development Manager at Intracoastal Construction Group and Hydrologic Group
Nattamon RaposoNattamon Raposo
Associate Veterinarian at Somerville Veterinary Group/ Callanan Veterinary GroupAssociate Veterinarian at Somerville Veterinary Group/ Callanan Veterinary Group
MOHAMED MAAGOUZMOHAMED MAAGOUZ
Director of Operations, Africa at EssilorLuxotticaDirector of Operations, Africa at EssilorLuxottica
ABDELILAH DOURHMANIABDELILAH DOURHMANI
Software Developer at NetOneSoftware Developer at NetOne