About Ahmed
The engineer in the boardroom
My career has moved through several worlds that are usually kept apart: engineering, HR, entrepreneurship and business leadership. This is how that happened, more or less in order.
I trained as an engineer at ENSEEIHT in Toulouse and expected to work in technology. In 2001 I joined Royal Air Maroc on the HR systems side, and I have been somewhere between technology and people ever since.
Since then I have implemented HR systems across a group and its subsidiaries, run recruitment and talent, led an HR department of more than 6,000 employees, started my own consulting business, helped build another, and created a regional transformation activity at Sopra HR. I teach and write as well now, which came later and changed how I think about all of it.
The hybrid journey
Technology first
I learned HR systems by building them: modules, interfaces, data, and the arguments between IT and HR that come with all three.
Then the people
Recruitment, talent, social relations and finally the HR department of an airline group, with everything that implies in a 24/7 business.
Then the business
Two consulting businesses and a regional transformation activity, where I had to sell the work, deliver it and answer for the numbers.
Career
2001-2006
HRIS Specialist & Project Manager
Royal Air Maroc Group
HR Access deployment for the group and around ten subsidiaries. Led a mixed team of roughly 5 developers and 20 HR experts across multiple HR modules and integrations, the point where technology and HR had to agree.
2006-2009
Talent & Recruiting Senior Manager
Royal Air Maroc Group
Moved from systems to people: recruitment, talent and the operational reality of staffing a 24/7 industry.
2009-2013
Head of HR Department
Royal Air Maroc Group
HR leadership for an organisation of more than 6,000 employees with a team of around 23. Broad HR responsibility in a demanding industrial and social environment.
2013-2015
Founder & General Manager
Créative RH Consulting
Senior HR consultant and trainer. Building a practice from nothing teaches a different discipline from running one.
2015-2017
Partner & General Manager, Morocco
Advyteam Group
Built and developed the consulting activity and founded Advyteam Academy.
2017-Today
HR Transformation leadership, MEA
Sopra HR Software
Launched and developed the HR Transformation Business Unit, combining business development, advisory and delivery. Business leadership and P&L responsibility, C-level relationships, regional transformation programmes and cross-functional teams.
Today
Author, professor & speaker
The Death of Skills · 2026
Guest professor on several HR Master's programmes, conference speaker and mentor. Writing on AI, skills and the future of work.
What connects the dots?
Looking back, each move was really the same problem in a new form: getting two groups who see a situation differently to agree on what to do. Engineers and HR people. HR and the business. The business and the people who will have to live with the decision. Teaching and writing came last, and they force me to be clearer than any project ever did.
- Technology
- People
- Business
- Transformation
- Transmission
It is probably why a CEO, a CHRO and a CIO can each find something of their own problem in the same conversation with me. Most of the difficulty in a large transformation sits between their three agendas rather than inside any one of them.
Education & background
Engineering degree, ENSEEIHT Toulouse
Completed in 2001, after preparatory classes in mathematics and physics.
Post-graduate degree (DESS), Airline Management
Aix-Marseille, 2004, taken while working inside the airline industry.
International Mathematical Olympiads
Twice selected to represent Morocco.
World Sudoku Championship, 2009
Represented Morocco and Africa.
The mathematics is not decoration on a CV. It is where my working habits come from: state the problem precisely, separate what you know from what you are assuming, and distrust a solution that only holds if nobody looks too closely.
Author & professor
For most of my career, HR systems have described people through jobs, competencies and skills. Those models have been useful. AI is making me question where their limits are, and The Death of Skills (2026) came out of that question.
I also teach on HR Master's programmes and in executive settings, and speak at conferences on AI, HR transformation and how work is changing. I use the same material I work with during the week.
The book
The Death of Skills: thesis, frameworks and who it is for.
Speaking & teaching
Formats, themes and audiences for keynotes, masterclasses and university programmes.
Media kit
Short and long bios, photography and speaker positioning for organisers and journalists.
Start a conversation
I am open to selected executive opportunities, strategic assignments, speaking and academic collaborations across EMEA. If any of that fits, write to me.
- Executive and leadership opportunities
- Strategic transformation and advisory
- Speaking and media
- Teaching and academic collaboration