Sonia Maghraoui (SKEMA 2006), Ambassador of the Dubai Chapter

Could you tell us a little about your journey since graduating from SKEMA Business School and what motivated you to become an ambassador of the SKEMA Alumni Dubai Chapter?

I am a luxury marketing and strategic branding senior director with over 20 years of experience in the Americas, Europe and the Middle East. I have had the privilege of working with prestigious brands such as L’Oréal and Bulgari, leading marketing and communications across all categories, from fragrance to high jewellery and hospitality, and all distribution channels: retail, wholesale, e-commerce, and travel retail.

Guiding my journey is a deep understanding of the luxury consumer and a passion for storytelling that transcends markets. In each of my roles, I have focused on building brand desire, creating memorable brand experiences, and driving impactful 360° branding strategies, all while mentoring high-performing teams. My core motivation lies in creating meaningful social impact and leading with purpose.

Twenty years ago, an alumna generously supported me by sharing my CV. This opened the door to my first career opportunity at L’Oréal. That gesture left a lasting impression - and today, I feel a strong calling to pay it forward. I am excited at the idea of supporting the next generation of leaders and I firmly believe that education is the most powerful tool for shaping a better future. By sharing my experience and knowledge, I hope to guide young professionals as they navigate the world of luxury, and help them cultivate a mindset of innovation, resilience, and responsibility.

As an ambassador, how do you plan to revitalise and energise the SKEMA Alumni Dubai Chapter? Do you have any ideas for initiatives or events you'd like to run?

Generally speaking, I would like to bring some structure to the chapter by creating an annual calendar of networking events, to have a clearer plan.

This calendar could easily be linked to the regional and Dubai event calendars (Art Dubai, etc.) and include a variety of events: sporting events, Dubai 30x30 challenge, education, leadership, sustainability and volunteering (beach clean-ups), community building (cooking classes, mixology, etc.).

Key initiatives
- Create an initiative for the women in the community
- Incubator for entrepreneurs
- Organisation of companies specialising in AI
- Organisation of companies focused on sustainability

Festive celebrations

- Easter get-together with children
- International Women's Day
- Mother's Day
- King cake
- Ramadan Iftar
- End-of-year dinner

Cultural immersion
- Focus on a nationality during international days
- Teach community members about Emirati culture: training in traditions, culture and etiquette.

What message would you like to send to our alumni to encourage them to join and become actively involved in the SKEMA Alumni Dubai Chapter?

We all follow different paths, shaped by unique experiences. Since graduating, your journey has likely been marked by growth, challenges, and proud achievements.

Now, imagine if you could speak to your younger self, back in your student days. What insights would you share? What lessons, advice or inspiration would you pass on?

Today, you have the opportunity to do just that - not with your past self, but with the next generation. By joining the community of SKEMA Alumni ambassadors, you can share your story, offer support, and help shape future leaders.

Are you ready to make a meaningful impact and give back to the community that helped launch your own journey?