From the narrow alleys of ancient Fez to the lecture halls of the University of Pennsylvania, and from the corridors of Disney in Orlando to training platforms across the Gulf, Moroccan Hicham Amrani has carved out an exceptional professional path, one that blends ambition with knowledge, and experience with influence. What began as a passion for learning has evolved into a career coaching high-profile public figures in the region and authoring works aimed at sharing his insights on communication and personal development. From the ancient streets of Fez to training platforms across the Gulf, and from the lecture halls of the Faculty of Arts to the book-signing tables of the Sharjah International Book Fair, Moroccan professional Hicham Amrani has traced a unique path, where a love for learning meets human connection, and where self-discovery fuels a drive to make an impact. From Fez to the United States Born in Fez in 1975, Hicham Amrani pursued his higher education in the English Department at Sidi Mohamed Ben Abdellah University. After graduating in the summer of 1999, he took a leap and joined a cultural exchange program in Orlando, Florida, working for a year as a cultural representative at Disney—a formative experience that would open new and unexpected doors. In an interview with Yabiladi, he recalled: «After that year, thanks to a generous scholarship, I was accepted to the University of Pennsylvania», where he pursued a master's degree in political science while also studying Arabic and other subjects. «It wasn't easy», he admitted, «but I overcame the challenges because studying in the U.S. had always been my dream». Amrani later enrolled in a PhD program in international relations at the London School of Economics. However, due to personal circumstances, he had to pause his studies. That decision led him to a new chapter in the United Arab Emirates (UAE). «I initially went to visit my brother», he said, «and ended up working in public relations, strategic communication, and marketing for two years». He then moved to Canada, spending three and a half years in the financial sector. «I obtained several certificates and diplomas in finance, which helped a lot professionally. But I knew deep down that finance wasn't my final path, I've always been drawn to more creative fields». Serendipity and a Thousand Appointments Amrani eventually returned to the UAE, motivated by three things: his existing network, his fluency in English, and the region's dynamic economic and technological environment. He joined APCO Worldwide, a global strategic communications firm, working with local and federal government institutions. There, he began to gain recognition in the Gulf as a communications expert. «One event changed everything», he said. «We received a call from a high-level official preparing to speak at a global forum. He needed a coach to help him with his speech. My director assigned me the task, and I accepted without hesitation. I've always believed there's no room for 'I don't know' in our field. I encourage my team to embrace challenges because growth starts with courage». At the time, Amrani was training media professionals to handle cameras and tough interview questions. After a week of coaching, the official delivered his speech and personally thanked Amrani. He later recommended him to other influential figures. «Within eight months, my role shifted significantly, from consultant to trainer». He gradually began coaching high-profile clients and soon became a certified trainer for several major figures in the region. «With God's grace and my parents' blessings, I carved out a place for myself in the training field», he said. «I continued my education and earned multiple certifications in a field that values communication as a powerful tool, not just for delivery, but for shaping perceptions and public opinion». In 2015, Amrani founded his own firm dedicated to training and strategic consulting in communication and leadership. His services soon expanded to clients across the Gulf. Writing During Lockdown «When the COVID-19 lockdown hit, I found myself, like many, with a lot of unexpected free time», he said. «One night, I just opened my laptop and started writing. In a single session, I finished ten pages. Two days later, I reread them and realized I had the beginning of something bigger». He shared the draft with a British friend who encouraged him to continue, saying: «This deserves to be published». By 2023, Amrani had completed and polished his first book, SPEAK LIKE A VIP: A Practical Guide to Mastering the Art of Public Speaking. It debuted in November 2024 at the Sharjah International Book Fair. «What made it even more special», he said, «was the incredible coincidence : Morocco was the guest of honor that year». Amrani said the warm reception from the Moroccan pavilion team was deeply meaningful and reinforced that the effort had been worth it. The book generated strong interest, and many readers later sought out training based on its contents. He also launched an Instagram page to promote the book. «Many clients who read it came back to me asking for coaching and workshops related to its themes». He is now working on translating the book into Arabic and plans to launch the Arabic edition at the 2025 Sharjah International Book Fair. «I hope to also organize a book signing in Morocco, whether at the Rabat International Book Fair or another cultural event, that would be an honor». For Deeper and More Impactful Training This year, Amrani enrolled in a master's program in neuroscience and psychology at King's College London. «This is a natural extension of my work», he explained. «A large part of what I do involves understanding human behavior, especially how people react under stress or pressure. I touched on that in the first part of my book». «Studying how the brain works and how it influences decision-making allows me to offer training that's grounded in science, not just intuition|, he added. Despite his international career, Hicham Amrani remains deeply connected to Morocco. «Whenever I have the chance, I talk about Morocco—its history, its culture, its people. I truly believe that every person abroad, even unofficially, is an ambassador for their country». In 2018, he organized his first conference in Morocco, The Conference on Happiness and Human Development, in Casablanca. «The turnout and engagement were incredible», he said. «I wanted to continue the series, but juggling logistics between two countries made it difficult», he regretted.
