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Hello!

I am a senior consultant in:
  • Strategic Planning & Marketing Strategy
  • Customer Experience (CX) & Employee Experience (EX)
  • Corporate Branding & Brand Experience (BX)
I am also a university teacher and I moderate workshops & Focus-groups

Profile


Personal Details

Languages: English, French Presence: Montreal, Canada (International mobility)
Citizenships: Canadian + Moroccan

Professional Profile

I am a senior facilitator. I mainly oversee strategic planning, Customer Experience strategy design and implementation, design thinking, along with collaborative and innovative marketing approaches in a variety of fields.

I have over 30 years of consulting experience, more specifically in marketing research and strategy and organizational transformation, in conducting surveys and benchmarks, in coaching top-level management, in conducting training and workshops with all management levels.

My key strengths include astute acumen for business strategy, an extensive expertise in marketing strategy, in competitiveness analysis, and in modern customer service.

I've been a university teacher for almost four decades. I taught in five universities in three continents.

Scientific publications

Some volunteering and humanitarian involvement

  • Ambassador since 2016 at LinkedIn Global Goodwill Ambassadors (GGA).
  • I sat on the board of directors of the former American Marketing Association in Montreal as vice-président of Special Events & Recruting.
  • I was for almost a decade president of the board of directors of an international humanitarian organization (RecupAid International).

Areas of expertise

Expertise

These are only some of my areas of expertise. I'll be glad to discuss other areas as well.

  • Organizational Transformation
  • Change Management
  • Collaborative and Innovative Marketing Approaches
  • Top-Level Management Coaching
  • Customer Experience (CX)
  • Employee Experience (EX)
  • Branding and Brand Experience (BX)
  • Competitiveness Analysis
  • Marketing Research
  • Surveys and Benchmarks
  • Focus-Groups Animation
  • Training and workshops (All Management Levels)

Other skills

  • International mobility
  • Ability to carry out a range of studies and surveys
  • Maturity and ease in leading projects and people
  • Autonomy, rigor and professionalism
  • Excellent web culture
  • Mastery of office, Web and analysis software
  • Ability to synthesize information and develop concrete action plans
  • Keen sense for customer service and customer experience
  • Relational ease and ability to adapt to different clienteles

Experience in Consulting

30 years' experience!

I have three decades of consulting experience, more specifically in strategic planning, organizational transformation, change management, and marketing strategy.

My key strengths include astute acumen for business strategy an extensive expertise in marketing strategy, in competitiveness analysis, and in modern customer experience (CX) and employee experience (EX).

See below on this page a partial list of organizations that have benefited from my services.

Maïeutyk (Canada)
Senior Facilitator (CX Strategy)
2018 - 2022
  • My services included marketing research and strategy, positioning, competitive analyses, resources optimization, training, coaching, support, and animation.
  • I served clients and partners from different industrial sectors, organizations, institutions and various levels of government.
Centaure Innovation (Morocco)
Senior Consultant
2011 - 2017
  • I created and conducted numerous and various quantitative and qualitative studies and market researches.
  • I also mentored and trained executives and trainers.
Scor Recherche (Canada)
Senior Consultant
2001 - 2003
  • I created and conducted a wide array of quantitative and qualitative studies and surveys in different economic sectors.
Cogem Research (Canada)
Senior Consultant
1998 - 2001
  • I created and conducted various quantitative and qualitative market studies and trackers in a wide array of organizations and industry sectors.
  • I performed customer analyses, competitor analyses, product and concept research, advertisement research, and simulated test marketing.
Independant (Canada)
Business Consultant
1994 - 1998
  • I conducted numerous and various quantitative researches and market studies. I also mentored and trained executives.

 

 

 

 

Partial List of clients

Select a line of business:
  Banking & financial   Media & Communications   Government & municipal services
  Retail & agri-food   Culture & Leisure   Production & industrial services
  Professional organizations   Education

Or select any given company or organization (alphabetical order):
    Association des Compagnies de Téléphone indépendantes du Québec (ACTQ)
   Association professionnelle des constructeurs d'habitation du Québec (APCHQ)
   Atlantis Gym
   Avjet (TSAS)
   Banque Nationale du Canada
   Caisses Populaires Desjardins (& Visa)
   CIBÎM (Conseil des Industries Bioalimentaires de l'Île de Montréal)
   Coop de Maisonneuve
   Emballage Cartier
   Emploi et Développement social Canada
   Emploi et Solidarité sociale (Emploi-Québec)
Fiducie Desjardins
   Hippodrome de Montréal
   Hydro-Québec
   La Centrale des Artistes
   La Tuilerie
   Laurentide Controls
   Loto-Québec
   McDonald’s Restaurants
   Mirabaud (Canada)
   Montréal Métropole en santé (MMS)
   Olymel / Flamingo
   Saham Assurance
   Université Internationale d'Agadir (Universiapolis)
   Vidéotron
   Ville de Drummondville (et SIDAC-Centre-ville)
   Visa Desjardins

 

 

 

 


Banking and financial
  • Completion of strategic planning for the new Canadian division of Mirabaud Group, the private Swiss bank for asset and wealth management).
  • Co-creation with managers, industry benchmarking in North America, customer personas and storytelling.
  • Strategic orientations (mission, values and priorities), marketing strategies for external and internal communications, KPIs, deployment and implementation processes.
  • Biennial tracking of employee experience (EX) and engagement with all entities at company headquarters.
  • I led focus groups with samples from different departments and divisions in order to define the criteria and KPIs for evaluating the EX and the engagement index.
  • Questionnaire administration via Web platform and extrapolation of EX, global and for each of the key themes.
  • Conducting quantitative studies and focus groups on satisfaction with regard to various banking services and on adoption intentions of new financial services.
  • Carrying out various satisfaction and adoption surveys and focus groups.
  • Several services under study: banking (Caisses pop.), financial (Fiducie Desjardins) and credit cards (Visa Desjarins).


Media and Communications
  • Completion of several dozen surveys, satisfaction studies, intention studies, focus groups and annual tracking across Quebec for different clienteles.
  • Different products and services under study: cable, digital television, landline telephone, VOIP, security, etc.
  • Design of several satisfaction studies across Quebec for customers of the 13 member companies of the Association of Quebec Independent Telephone Companies.


Government and municipal services

  • Large-scale studies covering the 17 administrative regions of Quebec of the Ministère de l'Emploi et de la Solidarité sociale du Quebec, previously known as Emploi Québec.
  • All clienteles were surveyed: social assistance, employment insurance, and without public support from income, as well as the staff of the different divisions.
  • Drafting of the first service charter in Quebec and the commitments of a ministry.
  • Guided by the new mission of Employment and Social Development Canada, a consultation was carried out and discussion groups held with different users of the Ministry's website in order to facilitate and improve access for different clienteles to the digital platform of the Ministry.
  • Surveys and discussion groups around the design and operationalization of Hydro-Québec's first transactional website (consultation of consumption history, payment of bills, etc.)
  • Several studies both for the development of the Drummondville regioanl airport and for the commercial and real estate revitalization of the city downtown (SIDAC-centre-ville)


Professional organizations
  • A mandate for a strategic planning
  • Numerous interventions aimed at strategic and marketing coaching of entrepreneur members of CÎBIM (Conseil des Industries Bioalimentaires de l'Île de Montréal) in the field of food production, processing, and catering.
  • Strategic design and co-creation workshop with executives, community stakeholders and donors funds in order to review the mission, business purpose, and strategic guidelines of the Montreal network for the promotion of healthy lifestyle habits.
  • Multi-theme survey among members of the Estrie administrative region to inquire about their needs and their satisfaction with regard to the services offered.


Retail and agri-food
  • Participation with ad agency in the design of a multiplatform advertising campaign.
  • Monthly tracking of advertising effectiveness and focus groups to study the impact of campaign.
  • Production of training manuals for trainers and sales staff for one of the leading franchisor in floor and wall tiles and renovation products.
  • Training focused on sales and modern customer approach techniques, quality of service, and customer experience.
  • Studies of traffic, geographical locations, and clientele origins for some existing and planned restaurants.


Production and industrial services
  • Training on quality of services in civilian air travel and on the importance and impact of customer experience.
  • Benchmark on service best practices in the industry.
  • Implementation of the first customer experience measurement (almost in real-time) in the industry.
  • Management of a complex decision-making processn: several co-creation workshops for the reengineering of internal business processes.
  • Strategic planning, redefinition of the business purpose, mission, values, and strategic guidelines. Action and communications plans.
  • Numerous co-creation workshops for reengineering of all internal business processes.
  • Benchmark and optimization of internal sales, prospecting and ordering processes, prior to the implementation of a new CRM system and an ERP.
  • Details of actions and priorities for each stage of each journey.


Culture and Leisure
  • Surveys on satisfaction, intentions and gaming and dating habits of the different clienteles of Loto-Québec and the Société des Bingos du Québec.
  • Satisfaction studies with customers on site and in outside authorized play areas.
  • Studies of adoption intentions of specific services (games, electronic information, lounge, catering, relaxation areas, etc.).
  • Customized training for staff from Atlantis Gym, one of North America leading fitness equipment manufacturers and one of the most prominent gyms in the region.
  • Training on customer service and customer experience. Participant and train the trainer manuals.
  • Carrying out strategic planning spread over numerous stages and including, among others, co-creation sessions with the board and staff, the strategic orientations of La Centrale (mission, values, and strtegic priorities).
  • Carrying out an internal diagnosis, an evaluation of the strategic position, and production of a three-year action plan and an implementation schedule.


Education
  • Tracking of employee engagement and experience (EX) with all educational entities (faculties and institutes) of the Université Internationale d'Agadir (Universiapolis).
  • EX indices overall and for each entity according to around fifteen KPI's and nearly a hundred key elements.
  • Strategic planning in due form including, among others, co-creation sessions with the board of directors and stakeholders, benchmarking on high school and college coops in North America, the strategic orientations of the Coop (mission, values, and priorities).
  • Carrying out a detailed internal diagnosis, an assessment of the strategic positioning, the production of a three-year action plan and an implementation schedule.

 

 

 

 

 

 

 

 

 

 

 

 

Experience in Andragogy

40 years' experience!

"Andragogy means the understanding of the science and practice of adult learning. This contrasts to pedagogy, which is the understanding of the science and practice of children learning."

I taught in 5 universities in 3 continents, and in 7 faculties and business schools, and both in masters and undergraduates programs. I've been a university teacher since 1985!

I have also been a pedagogy manager, a department head, an assistant-dean, and a business school dean. I've seen almost all aspects of methods and practices of teaching adult learners.

See further on this same page a partial list of courses and seminars that I usually teach (almot exclusively in French).

Universiapolis - Université
Internationale d'Agadir (Morocco)
Full-time professor
2007 - 2017
  • As a full professor at Faculté Privée des Sciences de Gestion (ISIAM), I directed numerous research projects and taught in undergraduate, in graduate, and in master programs.
  • Some of the management and marketing courses I taught: marketing strategy, research methodology, customer experience, tourism and hospitality.
  • I also taught at the Higher Institute for Tourism and Hospitality.
Higher Institute for Tourism
and Hospitality (Morocco)
Managing Director (dean)
2007 - 2013
As a dean, I participated as a key member of the Université Internationale d’Agadir (Universiapolis) in planning and carrying out the academic mission of the tourism and hospitality campus and supervised matters relating to:
  • Coordinating teaching and learning initiatives and programs, including research opportunity programs
  • Supporting innovative instructional pedagogy and excellence in student achievement
  • Overseeing the governance process for new program proposals and major curricular changes.
Université de Lorraine (France)
Senior Lecturer
2008 - 2017
  • I taught various courses in management, marketing, and research methodology
  • I worked extensively in three master programs: Innovation Management, Entrepreneurship, and Product Marketing
  • And directed numerous master theses and research projects.
Université Ibn Zohr (Morocco)
Senior Lecturer
2008 - 2014
  • I taught various marketing courses in a professional undergraduate program and two masters ("Communication in organizations" and "Tourism and Communication").
Université du Québec à Trois-
Rivières (UQTR) (Canada)
Lecturer
1997 - 1998
  • I taught marketing courses at the École de Gestion in the undergraduate (Trois-Rivières) and Adult Education programs (Victoriaville).
ISIAM (Morocco)
Pedagogy Manager
1989 - 1992
I was assigned by the Institut Supérieur d'Informatique Appliquée et de Management campus and the Canadian International Development Agency to be in charge of the first Canadian university outside of Canada. My responsibilities included:
  • planning and carrying out the academic mission
  • hiring Canadian professors and staff training
  • overseeing the governance process for new program proposals and major curricular changes to maintain programs quality according to Canadian and North American standards.
Institut Supérieur d’Informatique
Appliquée & de Management
(Morocco)
Full-time professor
1989 - 1992
  • As a full-time professor (and pedagogy dean), I taught various marketing and management courses for undergraduates.
Université de Sherbrooke (Canada)
Lecturer
1985 - 1997
  • I taught various marketing courses at both the École de Gestion and the Sciences Faculty.

 

List of courses taught and seminars

Courses
Seminars

  • Rédaction de mémoire/thèse (méthodologie et exigences)
  • Prévision commerciale (outils statistiques)
  • Évaluation de la performance corporative
  • Évaluation et mesure de l’expérience client (CX)
  • Évaluation et mesure de l’expérience employé (EX)
  • Innovation, stratégie marketing et compétitivité
  • Planification stratégique (par l’exemple et la pratique)
  • Réingénierie des processus (analyse de la valeur, Design Thinking et performance corporative)

 

 

 

 

Education

Université de Montréal (HEC)

Ph.D. Marketing courses

1993 - 1994
PH.D. courses without a thesis, in the Montreal conjoint doctorate (HEC, UQAM, McGill, Concordia). Objective: perfecting my knowledge in specific areas: pedagogy, epistemology, marketing research, and business strategy.
Université de Sherbrooke

M.Sc. Marketing

1990 - 1992
Master degree in Business Administration with emphasis on marketing research and strategy. Supervised Thesis.
Université de Sherbrooke

B.B.A. Marketing

1981 - 1984
Bachelor degree in Business Administration. Specialized diploma in marketing management.

Contact

 

 
  Phone
  +1 438 699-7547
  Email
 
  LinkedIn


or Drop Me a Line:

 

Mostafa El Adraoui

organizational transformation
strategic planning
business process reengineering (BPR)
change management
customer experience (cx)
employee experience (ex)
corporate branding (bx)
coaching
training & workshops