Assia is a Partner in consulting practice of PwC Advisory. Based in Casablanca, Morocco, as a Market Leader she leads the strategy of advisory and consulting activities in Morocco and coordinates the north African Market. She advises Executives and Executive Committees on the definition and implementation of strategic transformation projects.

After an experience in Paris and then in Casablanca, as part of an international consulting group in business restructuring (BPI Group), Assia founded OPTIMUM Conseil in 1998 specialized in Management Consulting and Transformation (20 employees).

Over the years, she developed expertise in Change Management. She also advises CEOs and Directors of Major Institutions on their Organizational Transformation and HR projects.

Assia holds a Master of Advanced Study in Organizations Sociology and a Magister degree in Social Sciences and Intercultural Relations, both from the Sorbonne University (Paris). She has completed her entire professional career in Consulting.