Campaign’s Brand Faces to Watch 2025 – Ihcene Khelalfa, CRM Campaign Specialist, Sephora Middle East

Campaign’s Brand Faces to Watch 2025 – Ihcene Khelalfa, CRM Campaign Specialist, Sephora Middle East

Age: 30

Nominated by Sooraj T R, Head of Innovation, Socialize:
Ihcene brings a powerful combination of strategic thinking, data-driven mindset and technical know-how to every CRM campaign she oversees for Sephora. Her ability to interpret customer behaviour through data and translate it into actionable, creative CRM flows has played a crucial role in enabling us to scale Sephora’s campaigns across the region. Whether it’s platform integration, journey mapping, or dynamic personalization, Ihcene’s technical depth and operational clarity have elevated how we execute. Her collaborative spirit and relentless pursuit of excellence make her an exceptional marketer.

Sereen Hindawi, Head of Loyalty and CRM, Sephora:
I have always pushed for collaboration among teams…but nothing as tight-knit/synced as Nour and Ihcene. Despite different areas of focus they meld together in sharing, supporting, pushing each other (and everything in between). One is extroverted and the other introverted…yet they found a way to work and excel together (as a result their portfolio has seen INCREDIBLE growth).

Nour and Ihcene are definitely going to make marks in the industry not only because of their expertise but how they have learned to work as one solid team.

Career highlights

I am an accomplished digital marketer and loyalty expert with a strong track record of executing innovative, data-driven email campaigns. I employ high creativity, strong campaign orchestration and constant agency collaboration to drive success within my remit. Alongside my Partner-in-Crime (Nour), we have redefined CRM execution in Sephora and scaled high-performing email journeys,

Guiding principles

I am a passionate marketer who loves to constantly push the boundaries and think outside of the box. I always push myself and those around me to do better and be better every day. I have a particular passion for email creativity and constantly look for new ways to weave colours and designs alongside

Side hustle

In my free time, I am very passionate about giving back. I volunteer regularly for small grassroots organizations in the UAE, support various health awareness drives and regularly give my time to environmental initiatives like beach cleanups. I am also actively enrolled in the 2025 Marketing Scholar

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