Abderrafie ALLALI


En résumé

My background and passion for E-Commerce and digital marketing within top companies in the world empowers me to achieve my goal as an expert who will contribute to shaping E-Commerce and digital marketing trends of tomorrow.


  • IKEA - Regional E-Commerce Merchandiser - Morocco, Jordan, Kuwait

    Plaisir 2019 - maintenant • Actively trade and merchandise the website, review sales performance and react accordingly.
    • Securing range visiblity and buyablity, news launches within the agreed lead- time and cost frames.
    • Ensuring visitors can search, find, choose and buy in an optimal way.
    • Ensuring that the commercial calendar and all agreed promotional activities are properly supported from an E-Commerce perspective.
    • Optimising presentation and the sorting and filtering of online products in a commercial way to maximise sales opportunities.
    • Internal SEO SEM by analysing essential keyword volumes and search rankings and feed it with new keywords and search synonyms.
    • Monitoring the online customer journey in terms of bounces, conversion, and average orders, and managing their accounts.
  • IKEA - Web Editor

    Plaisir 2016 - maintenant • Maintaining and optimising the IKEA website and app by ensuring all functionalities are implemented effectively and securing online performance and operation.
    • Creating and implementing digital content via TeamSite respecting guidelines, tone of voice, user-centered design.
    • Preparing campaigns’ web briefs to secure the right performance and achieve campaign target.
    • Analysing web statistics on a continuous base to optimise the online media mix, the functionality and commerciality.
    • Implementing tracking codes and monitoring campaigns performance.
    • Giving feedback on functional effectiveness and communicate new needs to the global web team in order to support future development of the digital media landscape.
    • Occasionally supporting marketing team: SEO SMO campaigns, digital and printed OOH, creating instore cash screen com, collaboration with agencies.
  • - Content Manager

    2015 - 2016 • Creating, optimizing and maintaining up to date Digital content using CMS.
    • Writing content in English, French, and coordination with ES, IT, PT, DE, RU translators.
    • Providing assistance and training to hotels worldwide via (Phone, E-Mails, and Skype) and processing their requests.
    • Coordinating with channel managers as a third party to upload rates and availabilities on our extra-net.
    • Benchmarking with main OTAs internationally to ensure parity and competitiveness.
    • Maintaining of reports for tracking content status.
  • Marcus Evans - Delegate Acquisition Sales Executive (EMEA Region)

    London 2015 - 2015 • International business summits promotion in EMEA region.
    • Establishing a promotion strategy, for each event considering: niche target, topics, and regions.
    • Market Research to identify and qualify niche prospects.
    • Delegate acquisition of C-level executives from top companies.
    • Networking and developing relationships to improve retention.
    • Managing opportunities throughout entire business sales cycle.
    • Cross-functional collaboration with our offices in other countries.
  • Sté. Karpet Batiment SARL - Sales Executive

    2012 - 2014 • Promoting and selling properties (B2C – B2B).
    • Negotiating and agreeing sales, prices, contracts and payments.
    • Managing opportunities throughout entire sales cycle.
    • Ensuring competitive intelligence and reporting to top management.
    • Providing legal, economic and market advice.
    • Preparing and interpreting legal documents.


  • Cardiff Metropolitan University, UK (Morocco Campus) (Rabat)

    Rabat 2011 - 2015 Bachelor of Business Administration (B.B.A.)


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