Casablanca-Settat, Morocco, October 2025 — Salma Bencherif has been appointed as the Chief Marketing Officer (CMO) at Jumia Group, Africa’s leading e-commerce platform. In her new role, she will oversee the Group’s marketing strategy across multiple countries, focusing on accelerating customer growth, deepening engagement, and driving innovation across Jumia’s ecosystem — including Jumia Marketplace, JumiaPay, and Jumia Logistics. Her appointment marks a milestone in Jumia’s continued efforts to enhance its brand presence and strengthen its leadership in Africa’s rapidly evolving digital commerce landscape.
Salma’s journey with Jumia Group spans over 12 years, during which she has held several key leadership positions that have shaped the company’s marketing evolution across Africa. Most recently, she served as Group Vice President of Marketing, where she led the regional marketing strategy and digital transformation initiatives across Jumia’s markets. Her leadership was instrumental in aligning marketing efforts with business growth objectives while driving measurable results in customer acquisition and retention.
Before this, Salma served as the Chief Marketing Officer of Jumia Morocco, where she managed both online and offline marketing across Jumia’s e-commerce, food, and fintech verticals. Under her leadership, the company achieved double-digit growth in new and active consumers year-on-year. She played a pivotal role in enhancing customer engagement through omnichannel campaigns, influencer partnerships, and data-driven marketing initiatives.
Earlier, Salma held the position of Chief Marketing Officer at Jumia Nigeria, one of the company’s largest markets, where she led a 40-member team and managed an eight-digit marketing budget in euros. She restructured the marketing division, establishing strategic processes and scalable frameworks that contributed to Jumia’s sustained performance in West Africa.
She began her career at Jumia as CRM and Offline Manager in Morocco, later advancing to Head of Performance Marketing for Jumia Africa and Daraz Asia Pacific, where she oversaw campaign execution and analytics across continents. Her early experience as Category Manager at Jumia Morocco equipped her with a strong understanding of consumer behavior and category management, which later influenced her leadership approach in data-driven marketing.
About Jumia Group
Jumia Group (NYSE: JMIA) is Africa’s largest and most trusted e-commerce platform, operating across more than 10 countries. Its integrated ecosystem includes Jumia Marketplace, connecting millions of consumers and sellers; Jumia Logistics, enabling the delivery of millions of packages through local partnerships; and JumiaPay, which powers digital transactions and financial inclusion across the continent. With a mission to make everyday life easier for Africans, Jumia is also a catalyst for entrepreneurship, job creation, and digital empowerment. Headquartered in Africa and led by diverse global talent, Jumia continues to redefine the future of online retail across the continent.
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