Samya El Kyas appointed Marketing and Brand Director at AXA Assurance Maroc

Friday 13 March 2026 - 22:40

AXA Assurance Maroc has strengthened its executive team by appointing Samya El Kyas as Marketing and Brand Director. This appointment reflects the company’s ongoing strategy to enhance its brand positioning and drive a comprehensive transformation of its operations and customer engagement.

Samya El Kyas brings nearly twenty years of experience in the Moroccan financial sector. She spent more than eleven years at BMCI, followed by leadership roles at Banque Centrale Populaire and Sofac. More recently, she held key marketing and communication positions at AtlantaSanad Assurance.

Her academic background includes degrees from the European Communication School and the Institut Catholique de Paris, as well as a specialized master’s in Leadership and Innovation from CentraleSupélec, highlighting a solid foundation in both communication and strategic management.

In addition to her professional roles, El Kyas serves as Vice President of the Groupement des Annonceurs du Maroc, demonstrating her active involvement in advancing marketing and communication practices nationally.

With this appointment, AXA Assurance Maroc aims to accelerate its brand momentum, strengthen its market presence, and leverage innovation, customer experience, and digitalization as strategic levers under the leadership of its new Marketing and Brand Director.