Karima Aftis

Karima Aftis currently serves as the Global Director of Pet Owner Engagement & Performance at Royal Canin, where she leverages her extensive expertise in marketing and communication to drive innovative strategies in the pet care industry. Her role is pivotal in shaping the company's global digital transformation initiatives, focusing on creating a seamless 360-degree consumer view that enhances personalization, engagement, and loyalty. By spearheading the Growth Digital & Platforms Transformation Program in collaboration with Mars Petcare, Karima oversees the rollout of critical digital assets such as Customer Data Platforms (CDP), Customer Relationship Management (CRM) systems, Digital Asset Management (DAM), Single Sign-On (SSO), and consent & ID management solutions. These initiatives are designed to optimize customer insights, streamline omnichannel marketing efforts, and deliver tailored experiences to pet owners worldwide.

Her expertise in international marketing management, trade marketing, and consumer insights enables her to develop data-driven marketing strategies that strengthen brand equity and foster deeper consumer relationships. Karima’s leadership in deploying advanced digital platforms supports Royal Canin’s mission to innovate within the fast-moving consumer goods (FMCG) landscape, ensuring the brand remains at the forefront of pet nutrition and care. Additionally, her experience managing cross-border eCommerce initiatives complements her broader marketing responsibilities, allowing her to effectively navigate complex global markets.

With a strong foundation in brand management, shopper marketing, and market analysis, Karima is instrumental in driving sustainable growth and digital excellence. Her strategic vision and hands-on approach position her as a key driver of Royal Canin’s digital evolution, ensuring the company continues to deliver value to pet owners and stakeholders alike through innovative, data-centric marketing solutions.