Sara Samnaoui

With 24 years of professional experience, including 22 years in market research, Siham Malek is a leading voice in the industry and the Managing Director of Integrate Consulting. Based in Casablanca, she leads the firm with a clear vision: to transform insights into action and elevate the role of research across the Maghreb region (Morocco, Algeria, and Tunisia).

›Siham is recognized as a trailblazer in strategic insight, media analytics, and business intelligence, helping brands identify growth opportunities, elevate customer understanding, and develop actionable strategies through advanced methodologies and data-driven thinking. Her work bridges B2B and B2C, offering clients strategic clarity through brand tracking, loyalty measurement, market sizing, innovation testing, retail panel insights, and multimedia research.

›She has collaborated with some of the world’s most respected brands—Nestlé, Unilever, Coca-Cola, Mondelez, Danone, Orange, Lesieur, Bimo, Henry’s, Cevital, among others—guiding them across diverse business challenges in sectors such as FMCG, agriculture, food & beverage, telecom, and more.

›Beyond her executive role, Siham is an influential thought leader. She is the President of AMISE (Moroccan Association for Market and Social Research), Vice President of Brand Africa, and a board member of AMRA (African Market Research Association). A regular keynote speaker at international conferences, she actively contributes to shaping the future of insights in Africa and beyond. Her commitment to thought leadership and impact is further solidified through the recent publication of her book, where she shares her vision on the evolution of market research and the power of data to transform business.

›Siham brings a rare combination of strategic vision, deep sector knowledge, and human leadership. She empowers teams, inspires innovation, and ensures Integrate remains a beacon of excellence and transformation in the research industry.