Kenza Bennani’s career trajectory illustrates how taking the right steps for increased career advancement while committing to one’s community can intertwine to create profound societal impact. As a former MBA student at ESCP Business School, she tells us about her decision to return to Morocco after graduating, and how she uses the leadership capabilities she gained to help others around her.
Hailing from Morocco, Kenza began her professional journey with a pivot. Initially pursuing Law, she soon transitioned to Communication Studies with a focus on Brand Management and Public Relations. Her early career in advertising honed her skills in corporate communications, which she later brought to her family’s retail business when she came back to Morocco. With her father having founded the business, Kenza saw an opportunity to contribute more significantly to the family’s business, as well as to the local community.
For the first few years of her career, she led the rebranding of the family business « ” a retail company which partnered with Carrefour, transforming it into a Moroccan entity with strong international ties. This experience as Corporate Communications Manager helped her assert her ambitions, but Kenza sought more out of her profession. A realisation that soon set her on the path to an MBA.
An MBA to reach new professional heights
Kenza’s motivation to pursue an MBA was multifaceted. First of all, her desire to occupy a more strategic and managerial role within her father’s company played a significant part. She also wanted to enhance her knowledge in areas where she felt less confident, such as finance and management. Additionally, the global disruption caused by COVID-19 pushed many, including Kenza, to seek change and new opportunities: « I felt that I had reached a ceiling in my role in communications and needed to broaden my horizons, » she recalls. « I wanted to experience leadership in an international context and gain insights from an MBA programme, » Kenza explains.
After graduating from university, Kenza had the chance to intern with a foundation in Morocco focused on women’s empowerment. An experience which, she says, ignited her interest in impact work. This passion was only amplified during her MBA, particularly through CSR and ESG classes that emphasised sustainability and community service. And if, post-MBA, Kenza initially considered staying abroad to work in consulting or finance, her deepening passion for retail and the way it can impact people’s lives, as well as the support system she knew she would find in her father’s company to develop CSR initiatives, eventually drew her back to her home country. « I discovered a deep love and passion for retail, in the sense that it really is part of people’s lives. » she says. « Plus, Morocco, with its dynamic social and economic landscape, presented a unique opportunity to make a substantial impact, » she says.
Being committed to charitable initiatives and community well-being
One of Bennani’s standout initiatives was launched during Ramadan. Sensitive to the month’s significance for the Muslim community, she led her company in preparing and serving iftar meals to those in need: « We prepared about 2,000 to 3,000 meals per day, partnering with a foundation in Casablanca, » she shares. This initiative wasn’t just about charity, as it also involved company employees, fostering a culture of giving and community within the organisation, which also launched its own solidarity label the same year. By engaging employees in the preparation and distribution of meals, Kenza not only enhanced the reach of the initiative but also instilled a sense of responsibility and solidarity among her team. The charitable actions she led also focused on providing essential food supplies to other foundations in Rabat and Casablanca, extending their support throughout the holy month. This approach ensured that various communities received the aid they needed.
But Kenza’s commitment to her community lives well beyond the month of Ramadan. In response to the devastating earthquake that hit a region close to Marrakech, Kenza also had the opportunity to showcase her commitment to immediate and effective action. Partnering with a local charity, she organised the provision of modular housing for affected families: « We provided shelter for about 70 families who were living in debris. The initiative continued beyond Ramadan as we provided food and supplies to these families, and also organised a cooking master class for women of the region » Kenza shares. In addition to this initiative, Kenza spearheaded the reconstruction of a school destroyed during the earthquake. Built in 1926 and once hosting 600 students, the school’s rebuilding efforts are crucial in restoring educational opportunities for the local children. The school should be delivered next year and we are very enthusiastic about it.
Kenza is also an advocate for women’s economic empowerment. To help the women hailing from the region affected by the earthquake, she helped provide them with cooking classes. Intended to have a long-term impact on their inclusion and financial security, this programme provides skills training and awards diplomas to participants, paving the way for employment opportunities in Marrakesh’s hospitality sector. This initiative already enabled around 20 women to gain valuable skills and certifications, increasing their employability and economic independence in a region heavily reliant on tourism.
Greater confidence and leadership skills for greater impact
Reflecting on her MBA experience, Kenza emphasises the development of leadership skills and confidence the programme helped her acquire. « The MBA brought me a sense of leadership and responsibility. The various group and consultancy projects, particularly those in startup environments or companies like Cartier « ” official sponsor of the MBA, challenged me to think critically and lead effectively. »
« It’s not so much the economics or the accounting classes, but the gained confidence in my abilities to tackle a subject and to work on a problem, that truly made a difference in my career, » Kenza explains. « The MBA taught me that with the right team and tools, significant challenges can be met with innovative solutions. I now try to apply this philosophy through the ESG group I joined, supporting the various philanthropic projects the company takes part in. »
For current MBA students and those looking to make meaningful contributions to their communities, Kenza offers clear advice: « Take responsibility, apply your leadership skills, and aim to make a positive impact. » Kenza’s journey is a testament to the importance of combining strategic business knowledge with a genuine commitment to societal well-being, and the lasting impact it can have on our communities.
If you have questions about Kenza’s jouney, you can contact her on LinkedIn here!
