A columnist, Alaoui is also a spin doctor and a communications strategist, specialized in CEO’s and governments image. His advisory portfolio counts economic giants such Abdeslam Ahizoune (CEO of telecommunication giant Maroc Telecom) and Moulay Hafid Elalamy (CEO of key holding group SAHAM and current Minister of Industry). It also once counted Mostafa Terrab (CEO of phosphate powerhouse OCP). He has also advised the Moroccan government in strategy and communications.
In 2008, Alaoui founded the successful advisory company Global Intelligence Partners, that he sold in 2015 to consulting giant Mazars. However, this acquisition did not include the areas of communication of influence and lobbying, that he retained to create the Guepard Group.
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He is the son of Ahmed Alaoui, late King Hassan II’s long serving minister - uninterruptedly from 1956 to 1998 - and of Ambassador Assia Bensalah Alaoui, appointed by current King Mohamed VI.