Nominated by Fadi Maktabi, general manager, Hearts & Science
“Achrafe has done an excellent job the past year, since moving to the region, at leading programmatic planning within our agency. She is always ready to push boundaries to get things done better, and to top it off she always has an infectious positive outlook on everything.”
Career path
Achrafe started her digital journey at PHD Canada as an analyst, where she quickly rose through the ranks, making manager in less than a year due to her firm handle of programmatic. Over the course of her career, Achrafe has worked across automotive, finance, travel, telecommunications and F&B clients. She moved to Dubai in 2018, to Hearts & Science to lead the biddable media team, covering programmatic and paid social for all the agency’s accounts. This year she was awarded by management for embracing and championing data-driven marketing across all of Hearts & Science’s clients.
Guiding principles
If it scares you, go for it. This is the rule that allows me to grow and learn every day. If it gets too comfortable then it’s time to move to a new challenge. Take ownership. This is something that my first media manager taught me. I would complain about a difficult client or a challenging campaign, and her answer would be that I have to take ownership of this issue and work on fixing it. Anything can be improved if we make the effort to look at things with different perspectives and an open mind.