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
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