Product Development | Branding | Storytelling

I’m Zoul El Fassi, passionate about building products, brands, and stories that drive both economic and social impact. My entrepreneurial journey began in 2002 when I founded a recruitment agency specializing in the oil and gas sector. After a few years, I realized that I wanted to explore the world so I sold the company in 2009, seeking a broader purpose beyond business.

Over the next fifteen years, I lived and worked in countries across the Middle East, Asia, the U.S., and Europe learning different cultures, industries, and ways of thinking. This global exposure deepened my understanding of branding and storytelling as tools to connect people and ideas across borders.

In 2010 while living in Qatar, I founded Zoul Projects, a PR and creative agency focused on crafting powerful brand narratives. A career-defining moment came when I was selected to produce the official theme song and marketing campaign for the FIFA Asian Cup QATAR2011, reaching millions across 150+ countries. This experience reinforced my belief in the power of storytelling to unite people.

In 2019, I co-founded Khamża, a social enterprise that empowers farmers in Indonesia, Morocco, and Ghana by making them financial stakeholders in the natural wellness industry. Addressing the exploitation of small-scale farmers, Khamża ensures they are economic partners, not just suppliers, by providing branding, e-commerce, and manufacturing support.

My mission is to create sustainable village economies that align business with social impact, build businesses that tell stories, and foster a deeper understanding between people worldwide.