Hey,
My name is Hiba B., and I’m a brand operator turning researcher.
At Procter & Gamble Morocco, I ran brand operations for 18 brands. That meant taking in-store activations from idea to shelf and back, running the marketing warehouse, and launching the company’s first consumer trial program. The work showed me how much of marketing rests on assumptions about people that nobody tests.
I’m currently completing an MA in Communication and Digital Media at Al Akhawayn University in Ifrane, graduating in June 2027. I’m a PR consultant for the School of Humanities and Social Sciences at my home university, building a PR strategy to attract prospective students. I also lead communications for Rotaract Les Sablettes and measure event impact for the university’s Employability & Entrepreneurship Office.
The questions I keep returning to are how people make sense of brands and messages, and how we can tell whether communication actually works. I’m still shaping my thesis around them.
This site is where I document that work: case studies of what I’ve built, and writing about what I’m learning.
Full site coming in early 2027.
