Born and raised in Casablanca, Hajar Alafifi embodies the pinnacle of Moroccan talent on the international stage. On 1 September, she officially took up the role of CEO of OCP Africa, steering the group’s continental strategy with a mission to transform African agriculture.

A graduate of ENCG Casablanca, Alafifi began her career at Unilever Morocco and, over more than two decades, built a successful international career that led her to key positions in London, the Netherlands, South Africa and South-East Asia.

She has held the positions of Regional Brand Director, Senior Global Brand Director, Brand Development Director for Europe and Marketing Director for global brands such as Sun, Domestos and CIF, managing multi-million-dollar businesses across four continents.

She was appointed President and Managing Director of Unilever Sri Lanka, becoming the first Moroccan woman to lead a subsidiary of this scale in the region. More recently, she served as Managing Director of Nutrition for South-East Asia and Indonesia, further strengthening her experience in emerging markets.