Houda Lahrichi

Senior Business Development leader with 12+ years' experience across technology-driven environments. Specialized in market entry and scaling strategies, enabling international companies to establish in Morocco as a gateway to Africa. Drove up to €668K in revenue while building and leading teams of 50+ employees. Operate at the intersection of strategy, execution, and cost optimization to deliver scalable growth.

Head of Business Development - Africa at Groupe Mentor (2024-01 – Present)

Developing and implementing sales and marketing strategy with geographic expansion focus across Morocco and Africa

• Developing and implementing a well-defined Sales and Marketing strategy. Allocating human and financial resources, and monitoring outcomes.
• Provide insights for geographic expansion plans within Morocco based on market indicators.
• Deep understanding of Moroccan business culture and and decision-making dynamics, enabling smooth market entry and effective local positioning
• Established relationships with key ecosystem stakeholders (accountants, legal advisors, institutional partners) to enable seamless company setup and compliance.
• Leverage a strong and continuously maintained high-value network to unlock partnerships, talent, and deal flow opportunities.
• Grow local teams from 18 to 50 and spearhead the business locally across all departments.
• Design and implement offshore and nearshore operational structures to optimize costs, streamline headquarters functions, and enhance scalability for international investors.
• International Partner sourcing and relationship management.

Regional Marketing & Business Development Manager - Africa at Forest Interactive (2020-01 – 2024-12)

Led innovative digital projects and market expansion across Morocco and Africa

• Introduced innovative digital projects in Morocco and Africa, including e-vouchers and e-wallet solutions
• Sourced and managed international partners and providers to support market expansion
• Designed and executed Sales & Marketing strategies, allocating resources and monitoring outcomes for maximum impact
• Oversaw legal processes (MOU, NDA, agreements) ensuring full local compliance
• Provided insights for African geographic expansion, enabling 5 successful market entries using tools like Statista, Newzoo, and Sensor Tower
• Expanded client portfolio through industry events and networking (e.g., MWC Barcelona, Africa Tech Festival)
• Leveraged data analytics (Google Analytics, Excel, dashboards) to optimize budgets, operations, and marketing strategies
• Led cross-functional teams of 23+ nationalities, ensuring timely project delivery and milestone achievement

Marketing Officer at British Council (2016-01 – 2020-12)

Marketing officer role focusing on marketing initiatives and communications

Marketing and Sales Manager at Dale Carnegie (2015-01 – 2016-12)

Marketing and sales management position

Marketing & Communication Coordinator at Sushi Club (2014-01 – 2015-12)

Marketing and communication coordination role

Market Research at Market Research

8 months of separate market research projects

Master degree in Marketing & Sales – National School of Management (ENCG) (2014-12)