Maha El Bchiri, a marketer at heart, has more than 10 years’ experience in communication, marketing & project management in diverse sectors such as real estate, international cooperation and microfinance in Morocco.

In 2013, Ms El Bchiri joined the Moroccan bureau of APEFE, as communication officer for the Min Ajliki programme, which aims to support and develop women’s entrepreneurship in Morocco. The mission of the programme is the empowerment of Moroccan women through entrepreneurship by assisting them throughout the whole process of starting up their businesses, from training to incubation start-ups.

Previously, she directed the communication & marketing department of the second largest microfinance institution in Morocco for 6 years, developing financial and non-financial services to encourage entrepreneurial development of micro and small enterprises in the country. As head of communication, she was also in charge of leading initiatives of corporate communication and public relations to improve the institution's corporate image.