Bugshan Automotive Group (BAG Holding) in Morocco has appointed Myriem El Boukhari to head its new Digital Transformation and Innovation Department (DTDI). This department aims to streamline operations, improve customer experience and integrate emerging technologies such as AI and data management.

Myriem El Boukhari is a recognized professional in the field of marketing, communication and customer relationship management (CRM). With a master’s degree in CRM from ENCG Settat and an Executive Education diploma in E-Business from ESSEC Business School, she began her career in customer relations with companies such as the AKWA group and EMS Chronopost.

Recruited in 2008 by Global Engines, Hyundai’s exclusive importer in Morocco, she rose through the ranks to become Marketing Director in 2019. « Digital transformation is not just about technology, it’s a cultural revolution », she says. Under her leadership, DTDI is committed to modernizing internal processes and delivering a personalized customer experience while promoting sustainable mobility solutions.