CIH Bank has appointed Youssef Mikou as head of its Retail & Digital Marketing Division.
Mr Mikou has been with the bank for nine years and was most recently a Regional Director. He will now lead efforts to grow the bank’s customer base and expand its digital services.
He has nearly 20 years of experience in banking and technology, including roles at BMCI, part of BNP Paribas, and earlier work in France with Groupe BPCE and Schneider Electric.
In his new role, he will focus on improving the bank’s digital platforms, including its mobile app and website. Plans include rolling out services such as remote account opening, online payment tools and automated investment features.
He will also oversee marketing across the bank’s branch network. CIH Bank has more than 330 branches across Morocco and around 2.8 million active customers.
The role includes developing new products and running marketing campaigns based on customer data. The bank will continue targeting younger users, especially on platforms like TikTok and Instagram.
CIH Bank has built its image around younger customers and digital users, setting it apart from more traditional banks. It offers zero-fee accounts for young people, products for women, who make up 46% of its customers, and services tailored for small businesses.
Its mobile app, CIH Mobile, sits at the centre of its strategy. Customers can manage cards, pay bills, transfer money and open accounts directly through the app.
The bank also uses a more relaxed tone in its marketing, often following social media trends. Under its “Impulse 2030” plan, it is focusing on financial inclusion, sustainability and adapting to how people in Morocco now manage their money.
