She has extensive experience in digital technology and the development of online loyalty programs. Her company enables consumers to consolidate their loyalty points on a single platform, making them easier to use.
Moroccan engineer and entrepreneur Siham Elmejjad (photo) is the co-founder and CEO of Tookeez, a startup inspired by her passion for digital, economic, and financial inclusion.
Tookeez was founded in 2020 by Siham, her sister Wiam Elmejjad, and Hicham Amadi. The startup offers a platform that allows consumers to convert their rewards into tangible benefits. Users can consolidate their loyalty points from various retailers into a single digital wallet, which they can then exchange for services or discounts.
Tookeez also helps businesses understand their customers better by providing consumer behavior analytics and targeted marketing campaigns. In March 2024, the startup raised $1.5 million from Azur Innovation Fund, with the goal of reaching 4 million users by 2028 and expanding to a new country by 2026. Currently, the platform has over 20,000 users.
"We plan to enhance the user experience by developing new features and integrating cutting-edge technologies like blockchain and artificial intelligence to optimize interactions between brands and consumers within our system," Mrs Siham Elmejjad said.
The CEO holds an engineering degree in information technology, earned in 2002 from the National Institute of Posts and Telecommunications (INPT). She began her career the same year at Alcatel Research and Innovation as a research and development engineer. In 2004, she became the marketing director at Maroc Telecom.
In 2006, she joined Bilendi, a company that designs and markets online loyalty programs. There, she successively held the positions of business and development manager and general manager in Morocco. In 2019, she became the executive vice president responsible for products and deliveries at World Wide Loyalty System (2WLS), where she worked until 2023. 2WLS helps brands adopt loyalty strategies for their customers and partners.
Melchior Koba
