Salma Bencherif

Chief Marketing Officer, Jumia Group

Salma Bencherif is the Chief Marketing Officer of Jumia Group, where she oversees performance marketing, brand strategy, and growth across the company’s pan-African footprint. A Jumia veteran with over 12 years of tenure, Salma played an instrumental role in scaling the platform’s reach, previously serving as Group VP of Marketing and CMO for key markets including Nigeria and Morocco. In her current role, Salma leads the centralization of Jumia’s marketing operations, driving the transition from volume-based growth to sustainable, data-driven profitability. Her leadership covers the full marketing spectrum, from brand equity and CRM to SEO automation and traffic operations. Salma holds a Bachelor in Mathematics at Université Paris Diderot and a Master in Marketing & Communication from HEM (Institut des Hautes Études de Management) Casablanca. Based in Casablanca, she continues to champion Jumia’s mission: leveraging technology to improve everyday life in Africa.