Nacima Ourahmoune PhD

Nacima has over two decades of experience at the intersection of branding, consumer insight, and strategic societal transformation. She is Full Professor of Marketing and Consumer Culture at KEDGE Business School, France. She holds a Ph.D. from ESSEC Business School in partnership with the LVMH Chair (Paris), and an MBA in Global Luxury Brand Management (Cartier Chair, Paris). Nacima began her career as a strategy consultant for creative and cultural industries, working with PwC and Accenture, and later served as Group Manager at the heritage luxury house Lancel. Her work focuses on strategic marketing and branding challenges within fashion, luxury, and consumer lifestyle sectors, while engaging with broader issues such as gender, sustainability, and inclusion. Known for blending cultural insight with strategic thinking, she has advised global brands, authored industry reports for firms like Bain & Company, and delivered impactful work through both academic research and executive consulting. A specialist in qualitative research and cultural analysis, Nacima uses methods like ethnography and semiotics to uncover deep consumer insights and shape meaningful brand strategies—particularly in culturally diverse markets.