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Hicham Benyebdri has an extensive work experience in the digital marketing field. Hicham started their career in 2011 as a Paid Media Analyst at Greenlight, where they were responsible for managing and developing paid search campaigns for key clients. In the same year, they also worked as a Search Executive Worldwide - Central Team at Mindshare, where they were involved in planning and managing multiple high profile search accounts. In 2012, they moved to Expedia as a Partner Marketing Manager, where they were responsible for customer acquisition through META partner websites. In 2015, they co-founded Swell Hotel Marketing as the Managing Director. Finally, in 2019, they founded Userguest, a smart notifications tool that helps hotels increase their revenue online.

Hicham Benyebdri obtained a Master's degree in International Marketing from London South Bank University in 2010, followed by a Bachelor's degree in Business and Administration from the Université du Québec à Montréal in 2007.