From Retail Strategy to Neurodivergent Advocacy: Meriyem Kaf's Journey Across Boundaries

Morocco World

4 days ago

Rabat – Meriyem Kaf doesn't just lead, she transforms. From boardrooms to brainstorming sessions, from supply chains to startups, she moves with the kind of quiet force that shifts the energy in any room.
Born in Morocco and now an executive in North America's fast-paced retail industry, she has carved out a space for herself where strategy meets empathy, and where technology meets purpose.
As Vice President of Merchandise Enablement and Private Brands at a major North American retailer, Meriyem oversees a wide spectrum of operations.
Her portfolio stretches across space management, global sourcing, private brands, category strategy, and data tools that guide merchants' decisions.
'No two days are the same, retail is fast-paced and often unpredictable,' she tells MWN.
At its core, her job is to turn insights into action: to 'set a long-term vision' while helping cross-functional teams navigate a sea of shifting demands.
But her story didn't begin in a corner office. It started just after university, in a trade marketing and sales role, a world she immediately fell in love with. 'I instantly loved the energy of the retail world and knew I wanted to be part of a pure retail environment, where decisions happen fast and the action is constant.'
Influence without bravado
Climbing the corporate ladder was anything but linear. Meriyem's rise to executive status was powered by skills most resumes don't capture: adaptability, emotional intelligence, the ability to influence without bravado or excessive authority, and above all, the calm to lead through complexity.
'Knowing how to navigate without getting emotionally overwhelmed has been just as important as any technical skill,' she says.
For many immigrant women, the professional world in North America can feel like a minefield of biases.
But for Meriyem, identity was never a limitation. 'I've never felt that my background held me back. My growth has always been based on what I brought to the table: the work I delivered, the value I created, and the effort I was willing to put in.'
It's that same clarity of purpose that fueled her next chapter, one that's as personal as it is powerful.
In 2023, Meriyem joined forces with two childhood classmates, Iqbal and Karima, to co-found EZducate, an AI-powered education platform built for children with autism and other learning differences.
What brought them together wasn't just shared history; it was shared experience. 'We're all parents of neurodivergent children who needed more personalized support,' she says.
The idea began as a simple flashcard tool, imagined by Iqbal, an AI expert, and inspired by his and Karima's children.
Powered by AI but designed with humane, parental care
But the potential quickly grew. Today, EZducate is a full suite of tools that allows parents, educators, and therapists to build individualized learning experiences, powered by AI but designed with care.
'Even though we live in North America, where services are relatively accessible, we still felt something was missing: real personalization,' Meriyem says. 'We wanted to build something that would help our kids first.'
The platform is designed to feel intuitive even for non-tech-savvy users. Its tools range from therapy frameworks to visual schedules and ABA-based lesson planners, all fully customizable.
'We've invested heavily in user experience,' she adds. 'We piloted with real families to make sure the tools feel natural, not overwhelming.'
While the startup is still in its early stages, EZducate has already garnered attention. It was selected as one of the top startups at 'Gitex Africa Morocco,' where the recognition was especially meaningful.
'As Moroccans, we were incredibly proud,' Meriyem recalls. 'We were one of the very few EdTech platforms selected, and the only one focused specifically on neurodivergent learners.'
Her background in retail, it turns out, wasn't a detour; it was preparation. From running Canada's first AI-powered virtual store to earning MIT certifications in artificial intelligence, Meriyem had already been operating at the crossroads of business and technology.
'Many of the skills I've developed, leading large-scale transformation, influencing across functions, have transferred naturally into this space.'
Still, the emotional stakes in this venture are higher. As both a co-founder and a parent, every feature and update is a reflection of what she wants for her own child, and for thousands of others.
When a parent once told her, 'You gave me hope,' it struck a deeper chord than any professional milestone ever had.
Looking ahead, Meriyem envisions EZducate growing far beyond its North American roots.
The platform supports multiple languages and is designed to adapt to different curricula.
Conversations with international partners are already underway. 'Our goal is to make EZducate available to as many neurodivergent children as possible, regardless of where they live.'
Don't wait on the world for permission
For young Moroccans dreaming of success abroad, she offers grounded advice: 'Surround yourself with the right people. Network, find mentors, and don't be afraid of lateral moves. Your career belongs to you, you need to stay in the driver's seat.'
Meriyem Kaf didn't wait for permission to lead, and she certainly didn't wait for the world to catch up to the needs of neurodivergent children. She built what was missing.
From executive boardrooms to the front lines of inclusive innovation, she's rewriting the narrative, not just of what a leader looks like, but of what a mother, a Moroccan, a woman in tech can create when vision meets purpose.
Her journey is proof that impact isn't measured only in titles or tech. It's measured in the hope you give to others, the systems you change, and the legacy you choose to leave behind.
And for Meriyem, that legacy is just getting started. Tags: entrepreneurshipStartupsWomen in business