A leadership shakeup at Maroc PME signals a new chapter for the government agency tasked with supporting small and medium-sized businesses. During its session on Wednesday, March 20, Morocco’s Council of Government approved the appointment of Anouar Alaoui Ismaili as the new director general of the agency. The decision comes at a pivotal moment, as the country works to revive its economy and tackle persistent unemployment.
Alaoui Ismaili takes over from Brahim Ardjal at the helm of Maroc PME, formerly known as ANPME. The agency serves as the government’s main tool for strengthening the SME sector and now also oversees the rollout of “Go Siyaha,” a program focused on enhancing the competitiveness of tourism-related businesses. With a background in engineering and a degree from the National School of Commerce and Management, Alaoui Ismaili brings the kind of experience that aligns closely with the agency’s evolving mission.
His professional journey spans nearly two decades at ANAPEC, Morocco’s national employment agency. There, he served as regional director for Greater Casablanca starting in 2005, later moving into national leadership roles as head of marketing, communications, and international partnerships. More recently, he joined the Ministry of Economic Inclusion, Small Business, and Employment, where he led public policy planning and evaluation.
His appointment comes amid ongoing economic challenges, including a sluggish job market and the urgent need to reposition micro, small, and medium enterprises as key engines of growth and employment. The government is pursuing an ambitious strategy to boost investment and accelerate economic transformation—and Maroc PME is expected to play a central role in turning those goals into reality.
Alaoui Ismaili’s expertise sits at the intersection of employment policy, entrepreneurship, and public sector evaluation. That mix of skills is seen as a valuable asset in revitalizing the agency’s approach. Known for his ability to engage with economic stakeholders and navigate complex public initiatives, he’s expected to strengthen links between training, support services, and regional development.
In recent years, Maroc PME has steadily expanded its scope. Beyond promoting investment and business competitiveness, the agency has moved into digital transformation, environmental transition, and most recently, the tourism sector through the Go Siyaha initiative.
Under Alaoui Ismaili’s leadership, Maroc PME is poised to become an even more vital player in driving job creation, building economic resilience, and structuring Morocco’s entrepreneurial ecosystem. His appointment signals a strategic push to align public support with the broader goals of economic recovery—at a time when agility, innovation, and targeted action are more important than ever.
