Hicham is a senior expert in International Sports Development and Football Management, and Alumni of the FIFA Master (2004). He worked for the Asian Football Confederation (AFC) in Kuala Lumpur, Malaysia, dealing with marketing and sponsorship matters for over 4 years.
 
He then joined the Confederation of African Football (CAF) in Cairo, Egypt, as Deputy Secretary General in 2009 before becoming its Secretary General from 2010 to 2017, in charge of the administration, the management of CAF’s commercial obligations, while overseeing all CAF competitions, General Assemblies and relationship management with FIFA and Confederations.
 
Hicham managed successfully the delivery of the Africa Cup of Nations in 2015 in a record 45 days in Equatorial Guinea following a change of hosts. He was voted by Leaders in Sport in London the same year as the U40 Sports Leader of the Year, endorsed by the current FIFA President Gianni Infantino. The year before in 2014 he was the Match Commissioner of the Final of the FIFA World Cup in Maracana Stadium, Rio de Janeiro, Brazil. He also served as member of the FIFA U-20 World Cup Organizing Committee from 2011 to 2015.
 
In November 2017 he became the CEO of the Morocco Bid to host the FIFA World Cup 2026, in charge of the overall conduct of the Bid, ensuring strict adherence to the FIFA technical requirements while conducting a national and international strategic and communication campaign.
 
He is currently the managing director of HEA Sports, specialized in delivering solutions in Sports and Event management, Bidding, Communication and Sports Policy and Advocacy. Major clients vary from governmental to sports clubs and corporate entities, mainly within the Middle East, India, Africa and Europe