JOHANNESBURG, South Africa – APO Group (www.APO-opa.com), the leading multi-award-winning pan-African communications consultancy and press release distribution service, has announced the promotion of Malika Bouayad to Group Account Director within its Public Relations & Strategic Communications division. Effective 1 December 2025, the appointment underscores APO Group’s continued investment in African talent and its mission to deliver world-class communications programmes across the continent and beyond.
Born and raised in Morocco, Malika brings nearly a decade of experience in communications, marketing, and stakeholder engagement across a wide range of sectors. Fluent in English, Arabic, and French, she holds a bachelor’s degree and an MBA from Al Akhawayn University in Ifrane.
Since joining APO Group in 2022, Malika has played a central role in delivering award-winning campaigns for global and pan-African clients. She has led major international media programmes for three consecutive editions of GITEX Global and GITEX Africa, managing African and international media with precision and impact. Her portfolio also includes leading local media engagement in Morocco for high-profile organisations such as the Basketball Africa League (BAL) and Canon, as well as contributing to strategic communications initiatives for institutions including APIX and the International Olympic Committee (IOC).
In her new role, Malika will oversee both strategic client leadership and operational delivery excellence. Her responsibilities will include leading senior-level client engagements, ensuring quality assurance and commercial alignment, and overseeing the strategic, operational, and resource optimisation of client programmes. She will also play a key role in streamlining delivery processes across the team to maintain the highest standards of execution.
Commenting on the promotion, APO Group CEO Bas Wijne said:
“Malika embodies the professionalism, creativity, and strategic insight that define APO Group’s work across Africa. She has consistently delivered exceptional results for our clients and has become a trusted partner to senior leaders across the continent. Her promotion is a natural progression and a testament to her dedication, leadership, and passion for Africa’s development. We are proud to see her take on this expanded role and look forward to all she will achieve.”
Reflecting on her promotion, Malika Bouayad said:
“Joining APO Group nearly four years ago and growing into the role of Group Account Director has reinforced my belief that our greatest strength lies in our people, our purpose, and our relentless pursuit of excellence. This promotion is not mine alone – it reflects the mentors, colleagues, and clients who continually inspire us to push further. I’m energised to lead with integrity, empower our teams, and help advance African stories with credibility, creativity, and transformative impact across the continent.”
By nurturing exceptional African PR and strategic communications talent, APO Group continues to deliver on its vision to pioneer the future of communications and serve as a trusted channel for Africa’s voices on the global stage.
