Firdaous is the Vice President of Dove Masterbrand Global and North America.

Firdaous has a rich background in beauty and personal care, having spent over nine years in various roles at L’Oréal Group and The Body Shop and joined Unilever in 2015.

Firdaous’s passion and dedication to purpose-driven brands are evident in her work. Her leadership has contributed to the success of award-winning campaigns from “Courage is Beautiful” and “Reverse Selfie,” to transformative projects for representation and diversity such as ‘Project Show Us’ and more recently initiated campaigns challenging harmful social media trends to girls like #TheFaceOfTen. Last year, she led the Cannes Lions Grand Prix-winning “#TurnYourBack.”, a social-first campaign tackling digital distortion.

In addition, Firdaous led the Dove Nature Regeneration Project through the Unilever partnership with the Rimba collective to help protect and restore 123,000 acres of rainforests in Southeast Asia over five years. Her commitment to positive beauty and sustainability inspires change within and beyond the industry.

For nearly a decade at Dove, Firdaous has also led innovative marketing strategies, such as shifting to a new marketing model called ‘Others Say’. This model amplifies the brand’s purposeful work and innovations by inviting others to become key contributors to the brand's message and campaigns, including creating an industry-leading approach to influencer & culture-first marketing.

Firdaous is a French Moroccan who lived between Rabat, Bordeaux and Paris as a child. Nine years ago, she moved to London. Outside of work, she is a mum of triplets enjoying the busy & exciting life in London.