Early Life and Education

Lyes Guemroud was born in the Les Glycines clinic in El Biar, Algiers, 32 years ago.Shortly after his birth, his parents decided to move to France, where he spent his childhood in Val-de-Marne, a region in the Paris metropolitan area. After completing his secondary education, Guemroud pursued a degree in Public Governance and Political Science, while also dedicating time to his favorite sport: judo.

After obtaining his bachelor’s degree, he continued his education with a master’s degree in e-commerce.I was torn between political science and journalism, but ultimately e-commerce, which was booming in 2014, won me over, Guemroud said, reflecting on his academic choices.

Professional Journey and Pivots

During his frist year of master’s studies, Guemroud faced an unexpected setback.During a sports training session, I suffered a serious injury that required surgery and a year of rehabilitation. I had to put my studies on hold during my recovery. But as I can’t stand twiddling my thumbs, I ended up finding a job as a salesperson for a brand that sells luxury teas. I stayed there from 2015 to 2018, climbing all the ranks to become manager of this brand, which had its boutique at Galeries Lafayette, Guemroud recounted, highlighting his resilience and adaptability.

Guemroud’s professional life continued to evolve. After working as a project coordinator at the health insurance company, he decided to return to his studies. I needed to reorient myself. I then opted for a master’s degree in digital and marketing at Paris School of Business. In parallel with this Master’s degree, I worked at Siemens between 2020 and 2022 as a Partner Manager and I was also in charge of developing the Education branch, to make access to industry jobs more fun and create partnerships with various schools, he explained, emphasizing his commitment to continuous learning and professional progress.

Following these two years, Lyes Guemroud joined a company as a digital marketing consultant, where he worked for AMD, a major American hardware company. This experience further solidified his expertise in the digital marketing landscape.

It was during this experience that Lyes was noticed and joined the Fnac Darty group, where he works with global tech leaders such as Microsoft, Intel, Samsung, Asus, Nintendo, and Sony on the strategy and implementation of marketing campaigns. His role involves collaborating with these industry giants to develop and execute effective marketing strategies.

Djazpora and Commitment to algeria

Lyes Guemroud maintains a strong connection with his native country. When his friend Fayçal Kaddour founded the Djazpora association in July 2023,Guemroud naturally became involved.This organization focuses on Algeria’s economic development by mobilizing experts from the Algerian diaspora across its international network, including professionals in France, England, Belgium, Luxembourg, the United States, and the Middle East.

our mission is to support entrepreneurial initiatives in Algeria and to support young entrepreneurs with economic projects, he detailed, underscoring the association’s core objective.

In November, Djazpora signed a strategic partnership with the University of Science and Technology Houari Boumédiène (USTHB) to support young students with projects. The goal is to foster innovation and support young talents seeking solutions to transform their ideas into projects. This partnership marks a significant step in Djazpora’s efforts to contribute to Algeria’s economic growth.

This project materialized with experts from Djazpora, including Lyes, meeting with project leaders from the Tech-Innov incubator at USTHB from February 16-20. six projects have been selected. Each will benefit from personalized support to make their entrepreneurial project viable, Guemroud emphasized, highlighting the tangible impact of the initiative.

A Lasting Devotion

Driven by a deep love for his country,Lyes Guemroud lives by the motto: Even if we don’t live in Algeria,we can be useful to our country and contribute to its economic development. This sentiment encapsulates his commitment to supporting Algeria’s growth and prosperity.

By contributing his expertise in marketing,Lyes guemroud is proud to be part of Djazpora’s solid network,an association that brings together skills from the Algerian diaspora around the world to help the economic development of its country of origin. His involvement exemplifies the power of diaspora networks in fostering economic progress.

The next objective would be to repeat this great experience (with USTHB) by seeking out new talents in other incubators across universities throughout Algeria, Guemroud concluded, expressing his vision for expanding Djazpora’s impact across the country.

Senior Editor (SE): Dr. Benamara, welcome. Your extensive research on economic growth and the role of diaspora communities makes you uniquely positioned to discuss the impact of initiatives like Djazpora, which connects Algerian professionals abroad with startups in Algeria. What are your initial thoughts on the potential of this kind of cross-border collaboration?

dr. Nadia Benamara (DNB): Thank you for having me. The potential is immense. We’re seeing a global trend of diaspora communities playing a meaningful role in their home countries’ economic advancement. Djazpora’s model, connecting skilled Algerian professionals in the global marketplace with budding entrepreneurs at home, directly tackles a key challenge: bridging the gap between innovative ideas and the resources needed to bring them to fruition. This isn’t simply about capital; it’s about access to mentorship, international best practices, networking opportunities, and market intelligence.

SE: The article highlights the work of Lyes Guemroud, a Franco-Algerian marketing expert who mentored startups at USTHB. This exemplifies the practical application of the Djazpora initiative.Could you elaborate on the vital role of expertise transfer from the diaspora in sectors like marketing and digital innovation?

DNB: Absolutely. Mr. Guemroud’s experience is a perfect illustration of how specialized skills and knowledge, frequently enough honed within highly competitive global markets, can substantially benefit developing economies. In sectors like marketing and digital innovation, the knowledge gap can directly impede a startup’s growth. Having someone with firsthand experience in managing marketing campaigns for global tech giants like Microsoft and Samsung can provide invaluable insights, especially in areas like digital marketing strategy, campaign implementation, and navigating international markets.

SE: What are some of the key challenges faced by Algerian startups, and how does leveraging the diaspora’s expertise help mitigate these challenges?

DNB: Algerian startups, like many in developing nations, face a multitude of challenges. These include:

• Access to Funding: Securing capital remains a significant hurdle.
• Limited Mentorship & Networking: A shortage of experienced mentors and limited access to international networks can hinder growth.
• Market Access: navigating complex domestic and international markets requires expertise often unavailable locally.
• Regulatory Hurdles: Understanding and complying with regulations can be challenging.

Djazpora directly addresses these challenges. The expertise of the diaspora provides critical mentorship, opening doors to international investors and markets, and offering valuable insights into regulatory compliance. The mentorship doesn’t just stay at the individual level; it expands the network and facilitates collaborations, exponentially increasing the impact.

SE: Beyond the immediate impact on individual startups, what is the broader impact of such initiatives on Algeria’s overall economic development and innovation ecosystem?

DNB: The broader effects are transformative. When prosperous startups thrive, they create jobs, stimulate competition, attract further investment, and foster a culture of innovation that ripples throughout the economy. This is particularly important in driving economic diversification away from dependence on sectors vulnerable to global price fluctuations. The collective efforts of the diaspora, channeled through initiatives like Djazpora, contribute to building a more resilient and dynamic economy. This initiative fosters entrepreneurial skills development, boosts the national talent pool, and accelerates technological modernization.

SE: What recommendations would you offer to other countries seeking to replicate the success of Djazpora in harnessing the potential of their diaspora communities?

DNB: there are several key steps:

1. Establish Clear channels of Dialogue: Create formal and informal networks to connect diaspora professionals with opportunities back home.
2. Develop Targeted Programs: Identify national priorities and design programs to attract diaspora expertise in key sectors.
3. Incentivize Participation: Offer incentives – financial, logistical, and recognition – to encourage diaspora involvement.
4. Build Trust and Openness: Ensure accountability and transparency to maintain the confidence of participants.
5. Foster Collaboration: Encourage partnerships among diaspora organizations, government agencies, and local institutions.

SE: Dr. Benamara, thank you for your illuminating insights. This interview offers a significant contribution to our understanding of the increasingly vital role of global talent networks in economic development. Your analysis of Djazpora and its potential impact on Algeria underscores the remarkable power of harnessing the expertise of the diaspora. The long-term implications are profound, signifying a potential paradigm shift in how nations approach economic growth and innovation.