Marjane Group is entering a new chapter with the appointment of Mourad Alem as its new CEO. The decision was made official during a board meeting held on Wednesday, October 8, marking a leadership transition as Ayoub Azami steps aside to take on new responsibilities within Al Mada, the group’s parent company.
Alem brings more than three decades of international experience in home appliances and retail to the role. He began his career in France before joining Whirlpool, where he led the brand’s expansion across Morocco, North Africa, and West Africa. Over time, he took on broader responsibilities, overseeing strategic markets stretching from Southeast Europe to the Middle East. His next move was to Electrolux, where he served as General Manager for the Mediterranean and Africa regions.
Educated at KEDGE Business School and University College Dublin, Alem represents a generation of leaders who blend innovation with operational discipline. His global background aligns with the transformation Marjane has been undergoing in recent years—modernizing its business model, accelerating digital integration, and expanding regionally. The company’s recent initiatives reflect a shift toward a more agile, tech-driven approach to retail.
Ayoub Azami’s departure closes a significant chapter that began a decade ago. During his tenure, he steered Marjane through a major diversification strategy and helped shape the landscape of modern retail in Morocco. His leadership was marked by the growth of the company’s store network, increased support for local producers, and a firm commitment to more sustainable distribution practices.
Alem’s arrival signals continuity with a fresh perspective, as Marjane looks to consolidate its position in a fast-changing market and pursue new growth opportunities across the region.
