Oumaima is a partner based in McKinsey’s Casablanca office focused on the consumer and retail sectors in Africa, driving large-scale transformation programs aimed at accelerating growth through commercial excellence and operational effectiveness. Her expertise lies in helping businesses enhance their commercial strategies and optimizing their digital capabilities and assets, often leveraging digital and analytics to achieve sustainable improvements.
Examples of her recent client work include:
- designing and building an eB2B platform for a large African retailer to double offline revenues
- rolling out a large-scale digital transformation program for an African retailer, setting up more than 15 squads in a digital factory
- optimizing and implementing pricing and promo excellence levers for an African retail player
- defining the commercial and go-to-market strategy for a global cosmetics company focusing on emerging markets
- redesigning revenue growth management (RGM) for a global consumer packaged goods (CPG) company, focusing on assortment optimization and promo effectiveness across Europe
Oumaima is fluent in Arabic, French, and English. She is committed to nurturing talent by mentoring and training colleagues at the firm, as well as students and young professionals in her community as they navigate their career paths.
Outside of her role at McKinsey, she actively volunteers in community development projects.