In 2005, Amal ALAOUI joined the M2M team as Project Manager for the group's presidency. She participates in the definition of the Marketing Strategy 2005-2010 and is responsible for its implementation at international, regional and local levels. She masters the approach of institutional communication adapted to the fields of innovation and IT and is entrusted as of 2007 with the mission to set up the Corporate Marketing and Communications Department for the group and its subsidiaries.
Due to her mission, Amal ALAOUI has been actively involved in the success of the group's diversification strategy launched since 2007. In 2017, she became Secretary General of the Group, in charge of overseeing identity management, brands, products and institutional and public relations of all the Group's businesses, in Morocco and internationally.