Dr.

Inès BEN ZOUBEIR

Contacts
Mob: +216 53 162 229
Mail : ines@ashez.uk; ines.ben-zoubir@iae-aix.com;
ines_bzoubir@hotmail.com
Nationality : French

Associate Professor in Cinéma and Audiovisual Marketing

High School of Audiovisual and Cinema-ESAC- Gammarth
University of Carthage
Ministry of Higher Education and Scientific Research- Tunisia

Former Dean of High Institute of Management of Bizerte – (ISG -Bizerte)

University of Carthage

Founder of AShe'Z LTD. Prod & Conseil

71-75 Shelton Street, Covent Garden, London WC2H 9JQ

COMMUNITY LIFE
President and co-founder of 1819 Women League – Tunisia- Egypt- France
President and founder of APF (Association des Professionnels de la Formation) – Tunisia
Member of the Advisory Board of AfroCannes - Cannes Film Festival 2023 & 2024- France
Member of the Advisory Board of AfroBerlin 2024 - Berlinales- Germany
Mentor Screenwriting with Craft Services - Los Angeles- USA
Co-founder and Director of Ubuntu International Engaged Film Festival- Bizerte 2025 -Tunisia
Member of the Organizing Committee of the 8th La Londe Conference in Service
Management (La Londe 2006).
Member of the Organizing Committee of the 32nd International Research Seminar in Marketing
(La Londe 2005).
Member of the French Marketing Association (AFM) Member of the Tunisian Marketing Association
(ATM)
Member of the French Association for Internal Communication (AFCI)

HOBBIES
Director of amator films defending educational / social causes
Oriental singer
Voluntary coaching of students, young graduates and young workers Causes defended: educational /
Sustain- able Development / Social Entrepreneurship / Human values

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TRAINING AND CERTIFICATIONS
2015
International Coaching Institute Geneva
Switzerland
2012
French Institute of NLP-Paris France
2011
French Institute of NLP-Paris- France
2008
IAE of Aix-en- Provence - France
2003-2006
University of Aix-Marseille
2003
IAE of Aix-en- Provence - France
2002
ISG Tunis- Tunisia
PROFESSIONAL EXPERIENCE
Dec 2020- Today
Higher School of Audiovisual
and Cinema - ESAC Gammarth
University of Carthage
Dec 2017-Dec 2020
Higher Institute of
Management of Bizerte - ISG
Bizerte
University of Carthage
Certification in Coaching - Master Coach
Certification - NLP Practitioner
Certification - NLP Technician
Doctorate in Management
Sciences -Marketing option
French Government Excellence
Scholarshipfor doctorate Students
Master degree in Management
Sciences,Marketing option
Bachelor's degree in Management
Sciences,Marketing option
Position held : Associate Professor
Teaching activities: Research methodology,
Methodology of projects applied in Cinema, Creative
business creation, cultural entrepreneurship, financing
of audiovisual projects for television, cinema, social
networks and digital platforms.
Supervision activities: supervision of school film
projects and end-of-study projects in the specialties of
assistantship in Direction, image, Sound and production
for Masters in Audiovisual Sciences.
Research activities: Visual anthropological analysis of
Storytelling content on social media
AOL (Album On line) analysis of travel ambassadors of
touristic destinations.
Position held : Dean
Missions: Implementation of the Institute name
change project submitted to the Ministry of Higher
Education and then to the Council of Ministers.
Implementation of rebranding communication strategy
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Jan 2017- Jan 2019
Polytechnical School of
Tunisia – EPT- University of
Carthage
Nov 2015 – Dec 2017
Higher Institute of Commerce
& Accounting of Bizerte -ISCCB
University of Carthage
accompanying the name change , size of staff and
training courses (Graphic charter, internal WebTV,
Social Media management, event action plan, launch of
the new institutional website of the institute and
shooting corporate films).
Updating of a training and coaching plan for executives
and administrative staff. Activation of societal and
student projects in line with the institute new values.
Implementation of internal permaculture project in
field of agricultural university medicinal plants grown
and processed at the institute by students, professors
and administrative staff.
Creation of a co-working space for sharing/exchanging
and coaching in entrepreneurship and the
development of soft skills. Implementation of Student
Resource Management concept (Student trainees
working on internal issues and solutions).
Implementation of corporate television and theme days.
Implementation of twelve (12) LMD courses including 2
co-constructed master degrees in Sustainable Tourism
(with the FTH) and in Quality Management (with LEONI).
Signature of six (6) bilateral agreements with economic
actors.
Position held: Associate Professor
Head of courses : Marketing, Human Resources
Management (Internal Marketing) Communication
Techniques Coaching: Team Manage- ment,
entrepreneurship.
Position held: Head of Management, Marketing &
Languages Department
Missions: Member of the Scientific Council, Human
resources manage- ment, Administrative management,
Activation of specific agreements with foreign university
institutions and public institutions, Revision of courses,
implementation of new modules, creation of a
permanent Coachs cell in personal and professional
development, organization of theme days, produc- tion of
corporate films.
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Sept 2016 – Today
University of Carthage
Oct 2016 – Today
Higher Institute of Commerce
& Accounting of Bizerte -ISCCB
University of Carthage
July 2015 – Oct 2016
Higher Institute of Commerce Entrepreneurial Marketing and Innovation
& Accounting of Bizerte -ISCCB
University of Carthage
Sept 2010- Today
Higher Institute of Commerce
& Accounting of Bizerte -ISCCB
University of Carthage
Oct 2008- May 2009
Arab International Bank of
Tunisia
Position held : Coordinator of the framework agreement
between the University of Carthage and the
International University of Rabat & Initiator of the
triangular agreement with Attijari Wafa Bank.
Missions: Preparation of the framework agreement
between the two universities and the specific agreements
between the institutions, University President advisor in
terms of the 5 years achievements, search for business
partners, administrative and logistical management of
student mobility between institutions. Coordinator of
specific students mobility agreements between UIR and
ENAU / IHET Sidi Dhrif / IHEC Carthage.
Position held : Initiator & Strategic Coordinator
between OTDAV &ISCCB
Missions: Preparation of the execution agreement
between the two institu- tions, Dean Advisor in terms of
partnership themes preparation, coordination of
teachers-students and OTDAV, supervision of joint events.
Position held: Head of the Professional Master in
Grade: Associate Professor in Marketing
Head of courses: International Marketing, Service
Marketing, Internal Communication, Event Marketing, E-
Commerce, International Market Research, Team
Management and Relational Skills, Interpersonal
Communication, Communication Techniques,
Professional Development, Personal Development,
Coaching for a best adult posture.
Position held : Head of Mission to the General
Management
Missions: diagnosis and reengineering of the bank's
communication function processes. The missions were
also centered on the reorganiza- tion of the
Communication Department, the coordination and
monitoring of the bank's various communication
projects, in particular the implementation of its
communication strategy, the facelift of its internal
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Dec 2007- April 2008
Auchan France
Nov 2006- April 2007
Point of Purchase Association
Institute
June 2005- October 2005
Monoprix France
Sept 2005- June 2006
IAE of Aix-en-Provence. Aix-
Marseille University
CINEMATOGRAPHIC ACTIVITIES
January 2023- Today
December 2022- Today
communication channels, setting up its collaborative
intranet portal.
Position: Project Manager within the Marketing and
Communication Department
Missions: Marketing, financial, organizational and legal
feasibility studies for the implementation of in- Store TV
(Digital Media) concept in the 220 Auchan hypermarket
in France, Implementation of the Pilot in-store TV.
Position: Project Manager
Missions : Quantitative study on customer behavior in
relation to digital signage in Selectour travel agencies-
France.
The study was presented at the Salon Marketing Point
de Vente in Paris, April 2008.
Position held: Research officer
Missions: Realization of quantitative studies and
recommendations around in-store radio (Radio Monop)
about media planning and expected impact on the
customers perception and reactions.
Lecturer in Data analysis tutorials for the Research
Master in Management Sciences / Commercial research
case studies for the Professional Master in Marketing.
Co-founder and Director of Ubuntu International
Engaged Film Festival- Bizerte- Tunisia
The first edition will take place from October 10 to 17,
2025 in Bizerte - Tunisia.
Member of the Advisory Board and Partner of
AfroCannes at Cannes Film Festival 2023/2024- France
Composed in particular of Steven Adams (Voting
member of the Oscars-USA), Alhaji Adedayo Thomas
(CEO, NFCVB- Nigeria), Monsignor Alby (screenwriter,
director, producer- UK), Chioma Ude (Founder of African
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 Interna- tional Film Festival- Nigeria), Théo Dumont
(Founder HollyShort Festival- USA), Fetteroff Colen
(Founder Press On NYC + Philadelphia- USA), Angela
Gordon (Founder Blue Ice Pictures -USA), Damon Dash
(Producer, compo- sition, entrepreneur, Founder
Poppington-USA, Gordon Hagan (Founder of Gordon
Hagan Consulting- UK).
September 2023- Today Member of the Advisory Board and Partner of
AfroBerlin at Berlinales 2024- Germany

FILMOGRAPHY

November 2022- Today Writer- co-Director and co-Producer

I read you, mockumentary , genre : Drama, (in
development phase). Based on the true story of a
young Tunisian diagnosed with schyzophrenia

Portrait Lumière , Documentary, (in shooting

stage). Portrait of Skander Dhaoui one of first
electro chef in Africa.

Writer – Director and Co-Producer

Atypiques , long documentary, (in shooting stage),
filming in 38 countries with 21 co-producers
highlighting the journeys of 68 atypical protagonists
from different cultures and backgrounds .
Co-Producer.

September 2023- Today Les Affranchies, Series of Prudence Kolong , Genre :

Drama, (in development phase). Shooting to start at
NEOM in June 2024.

The Return, Feature film of Samuel Skhieh , Genre :

Fiction/suspense , thème : Epic (in shooting phase). In
discussion with NEOM to finalize shooting. Co-
produced with Millimeter (KSA), distribution in
discussion with VOX.

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 Co-writer, co-Producer
Here I am from El Ola to Venice, Film adaptation
of the play "Here I am" by Haneen AlSalah
Genre: Experimental short film.

Décember 2023- Today Business and Festivals Development

Tashwish, Feature film of Saeed AlZahrani, Genre :

Drama/ Suspense. Produced by Rywayti Media
Production, distribution in discussion with VOX.

Business Development

Dakkane ala bab al janna (Knockin’ on heaven’s door),

Feature film of Moslah Kraïem. Genre : Drama.

Dish it out , Series of Haneen ElSalah, Genre : Comedy/

Parody. Produced by Aspire to Inspire. In discussion
with NEOM and MBC Studios for shooting and Shahed
for streaming.

September 2016 – November Writer – Director and Co-Producer

2016 Nouveau Souffle , documentary projectedat COP
22, Marrakech

January 2016 – January 2020 Writer- Director

Director of Several corporate and university
films and documentaries

November 2014- Writer – Director and Co-Producer

November 2015 Dream Bigger, documentary projected at Carthage
Film Days Festival JCC 2015, Tunisia.

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ANDRAGOGICAL EXPERIENCE

2007 Central Purchasing Department

Auchan (France) Sale of advertising space (Advertising Agency) on a
Corporate TV network in stores.

2007 Central Purchasing Department

Auchan (France) Homogenization and brand identity for audiovisual
display in hypermarkets.

2007 Frontline Staff

Auchan (France) Local update of dynamic display content.

2007 Travel Agencies Network

Popai Digital (France) Functioning and objectives of a brand screen network

2013 Credit Managers (intra-company)

Géant- Tunisia Coaching in nonverbal communication: Best practices
and issues

2013 Customer Service in Retail (intra-company)

Géant- Tunisia Coaching of frontline staff: How to create a successful
first contact and manage difficult customer
relationships.

2013 Communication Directors/ Internal Communications

MW Consulting Managers/ HR Managers (Inter company)
Building and optimizing an effective internal
communication plan

2013 Department Managers/ Section Heads/Salespeople/

Géant- Tunisia Credit Stand Managers
Training and team building around an internal service
that unites retail

2013 Project Leaders & Young Entrepreneurs

UELP (JCI) & Deloitte Tunisia Time Management

2013 Project Leaders & Young Entrepreneurs

UELP (JCI) & Deloitte Tunisia Interpersonal Communication

2013 Retail Personnel

Géant- Tunisia Coaching of sales force

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2014
UELP (JCI) & Deloitte Tunisia
2014
UELP (JCI) & Deloitte Tunisia
2014
UELP (JCI) & Deloitte Tunisia
STUDIES AND CONSULTINGIN TRAINING
2007
Auchan (France)
2013
True Concept Consulting
2013
True Concept Consulting
2014
True Concept Consulting
2014
True Concept Consulting
2014
True Concept Consulting
2014
True Concept Consulting
2014-2015
True Concept Consulting
2014
True Concept consulting (True
Young Carrer) Students of
Espima Business School- Tunis
Project Leaders & Young Entrepreneurs
Internal Communication
Project Holders & Young Entrepreneurs
External Communication
Project Holders & Young Entrepreneurs
Team Management
Development of several training cycles for Auchan's TV
Corporate program targeting various populations
(store directors / central purchasing managers / sales
force) ;
Co-creation of True Concept Consulting
specialized in tailor-made continuing
education, consulting, and professional
development ;
Implementation of the tailor-made training process for
True Concept Consulting
Development of a 3-module internal trainer training
program
Development of a 4-module internal consultant
training program
Development of a pilot training/coaching mission for
a bank's HR department
Implementation of several training/coaching cycles for
coaches in a microcre- dit organization
Training and team building mission piloted for a team
of 50 employees on 3 themes incorporating diagnosis-
customized program/piloting and post-action
reporting (large distribution chains
Team Building: Career Orientation and Development of
Soft Skills (Team Management and Conflict
Management)
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 2014-2015 Group Leaders/ International Purchasing Service
Géant/ Monoprix/ Mercure Managers/ Buyers
Training/Coaching on Negotiation in Purchasing:
Attitudes and Techniques

2014-2015 Buyers/ Group Leaders/ International Purchasing

Géant/ Monoprix/ Mercure Service Managers/ Purchasing Assistants
Coaching on Interpersonal Communication
Techniques

2014-2015 Buyers/ Group Leaders/ International Purchasing

Géant/ Monoprix/ Mercure Service Managers/ Purchasing Assistants
Training, Coaching and Team Building on Time
Management/Stress Management for several sub-
groups of a purchasing center

BOOKS & SCIENTIFIC PUBLICATIONS

Books

8338: The incredible role of numbers and their impact

on our life paths in 38 tips : An approach to numerology
4.0 (In progress)

Horizons Carthage, 2022, (Collective book), Editions Arabesques.

Scientific publications
Ben Zoubir I. and AmiraTrabelsi (2023), Visual anthropology analysis on Storytelling video
about touristic distinctions, submitted for review.

Ben Zoubir I. Amira Trabelsi and Mourad Touzani (2022), Analysis of travelers' discourses
and visual contents sharedon social networks by travelers ambassadors by the AOL (Album
On line) method.

Ben Zoubir I., Amira Trabelsi (2021) and Mourad Touzani, Language as a brand,
comparative analysis betweenFrensh- English and Arabic, submitted for evaluation.

Ben Zoubir I. (2013), The perceived benefits of Digital Signage: Proposal of a measurement
scale. Proceedings of the 11th international colloquium of the Tunisian Association in
Marketing (6 & 7 April 2013) with Jean-Louis Chandonand Sana Ben Abdessalem.

Ben Zoubir I. (2013), The consequences and perceived values of auditory and visual factors
in perfumeries: An approach through cognitive chaining, Proceedings of the 11th international
colloquium of the Asso-ciation Tunisian in Marketing (6 & 7 April 2013) with Fériel Arnout.

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Ben Zoubir I. (2008), Digital Signage Audiovisual Display:A full-fledged media, definition and
radiography compared to other media. with Jean-Louis Chandon. Proceedings of the 24th
Congress of the Associ- ation Française du Marketing (15 & 16 May 2008).

Ben Zoubir I. (2008), Dynamic Audiovisual Display: a new communication medium in point
of purchase; Character- istics, objectives and challenges with Jean-Louis Chandon.
Proceedings of the 6th Congress of the Tunisian Mar- keting Association (May 2 & 3, 2008).

Ben Zoubir I. (2007), Dynamic Audiovisual Display: a new medium of brand communication
in the point of sale,characteristics, objectives and challenges, with Jean -Louis Chandon,
Working Paper, CEROG, IAE Aix in Provence.

Ben Zoubir I. (2007), Dynamic Audiovisual Display: a medium in its own right, definition and
radiography comparedto other media with Jean-Louis Chandon, Working Paper CEROG, IAE
Aix en Provence.

Ben Zoubir I. (2006), The impact of the sound environment on the reactions of customers
in stores: The mediating role congruence with self-image, with Jean-Louis Chandon,
Working Paper (n°752) CEROG, IAE d'Aix en Provence.

Ben Zoubir I (2006), The impact of musical programming tempo on customer reactions: the
mediator roles of con- gruence with self-image and brand associations with Jean-Louis
Chandon, Working Paper (n° 778) CEROG, IAE Aix en Provence.

Ben Zoubir I. (2006), The impact of the in-store musical environment on customer
reactions : The mediating role ofcongruence with self-image, with Jean-Louis Chandon.
Proceedings of the 22nd Congress of the Association French Marketing 2006.

Ben Zoubir I. (2005), The importance of ambiance factors in health and beauty product
stores: Analysis of expert speeches, Proceedings of the 3rd Congress of the Tunisian
Marketing Association, Hammamet 2005.

Ben Zoubir I. (2005), The importance of ambiance factors in health and beauty product
stores: Analysis of expert speeches, Working Paper, CEROG, IAE Aix en Provence.

Ben Zoubir I. (2003), Consumer behavior in stores faced with spatial problems of density
with Mouelhi N. and Ben Memi M., Proceedings of the 3rd International Days of Research
in the Sciences of Management. Gamarth 2003.

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