A Defining Moment That Changed Everything
Cyrine El Klifi reached a point many professionals quietly face but rarely act upon. After more than ten years in marketing within the hospitality industry, she had climbed the ladder to senior leadership, including the role of Marketing Director for one of the world’s most respected hospitality groups. On paper, she had everything stability, prestige, and a powerful title. But internally, a new question began to grow louder. What comes next.
That moment of reflection became life changing. Cyrine realized that the expertise, network, and strategic insight she had spent a decade building were no longer meant to serve only large corporations. They were assets she could use to build something of her own. Instead of continuing to grow someone else’s vision, she chose to create her own. That decision marked the beginning of a new chapter and the foundation of Oui Shine, a marketing and PR agency born from experience, courage, and belief.
Roots in Hospitality and Storytelling
Cyrine’s journey into marketing and public relations did not start with a rigid career plan. It began organically through a love for storytelling and genuine human connection. Working across France and the Middle East, she became part of globally recognized hospitality brands such as Accor Hotels, Emaar, and Barcelo Group. These environments taught her more than operational excellence. They taught her how stories shape perception and how emotional connection drives loyalty.
While the properties were impressive, what truly energized her was the process of bringing brands to life. She found purpose in crafting narratives that resonated with people, in translating experiences into emotions, and in helping brands communicate who they truly are. Hospitality became her classroom, and storytelling became her strongest skill.
Climbing to Leadership and Recognizing the Turning Point
After a decade in the industry, Cyrine reached higher management roles that many aspire to. Leading marketing strategies for international hospitality brands gave her exposure to complex markets, diverse cultures, and fast moving business environments. She had influence, responsibility, and recognition.
Yet it was at this peak that clarity arrived. Cyrine understood that she had been building something valuable not just for companies, but for herself. Her experience was gold. Her relationships were powerful. The real challenge was trusting that these assets could support her independently.
Leaving a stable leadership role was not easy. It required letting go of security and stepping into uncertainty. But she knew the risk of staying comfortable was greater than the risk of trying.
The Birth of Oui Shine and a New Vision
In 2024, Cyrine founded Oui Shine with a clear mission. She wanted to challenge the traditional agency model and create something more personal, more committed, and more human. Oui Shine was designed to merge strategic thinking with genuine creativity, offering brands solutions that feel authentic rather than generic.
The agency operates on a simple philosophy. If you shine, Oui Shine. This mindset reflects collaboration rather than hierarchy. Cyrine believes success should be shared, and that when clients grow, the agency grows with them.
Her background across Europe and the Middle East allows her to understand cultural nuance, market behavior, and brand positioning at a deep level. This global perspective enables Oui Shine to deliver bespoke strategies that are aligned with each client’s identity and goals.
Why Marketing and PR Are the Perfect Fit
For Cyrine, marketing and PR are not just professions. They are an extension of who she is. The industry’s constant evolution keeps her inspired. No two days are the same, and no two brands tell identical stories. The work demands precision, creativity, and adaptability, qualities that align perfectly with her approach.
She thrives in environments where strategy meets imagination and where vision becomes action. Marketing allows her to combine analytical thinking with emotional intelligence, helping brands communicate in ways that feel real and impactful.
This passion was formally recognized in 2022 when she was awarded F and B PR Marketing Manager of the Year at the Leaders in Hospitality Awards. While the recognition was meaningful, for Cyrine it simply confirmed what she already felt. When you love what you do, excellence becomes natural.
Facing the Realities of Entrepreneurship
Starting Oui Shine meant betting on herself. The transition from corporate leadership to entrepreneurship came with challenges that tested her resilience. The fear of leaving stability, the pressure of building credibility as an independent agency, and the responsibility of sustaining growth were all very real.
One of the biggest achievements in Cyrine’s journey has been sustaining and growing Oui Shine for two years in an extremely competitive market. This period included industry slowdowns and challenging seasons where many businesses struggle to survive.
Winning awards for clients validated the agency’s approach, but for Cyrine, the true success lies in perseverance. Continuing to show up during difficult periods, refusing to give up, and proving that passion combined with discipline can overcome obstacles is what she values most.
Consistency Over Quick Wins
One of the most valuable lessons Cyrine has learned is the importance of trusting the process. Success does not happen overnight. Consistency is the real driver of long term results.
Earlier in her career, like many professionals, she experienced moments of frustration when progress felt slow. Entrepreneurship taught her to shift her mindset. Instead of chasing quick wins, she focuses on showing up every day with dedication and excellence.
This approach has transformed how she builds relationships and strategies. Temporary setbacks no longer discourage her. She understands that consistent effort compounds over time, and that patience paired with action creates sustainable growth.
Building a Trusted Agency in a Competitive Market
The marketing landscape is crowded, and standing out requires more than technical skills. Cyrine built Oui Shine on trust, transparency, and genuine partnership. Clients are not treated as accounts, but as collaborators.
Her ability to navigate diverse markets and industries allows her to create tailored strategies that deliver real results. From brand positioning to PR campaigns, the agency focuses on clarity, authenticity, and impact.
Oui Shine’s growth is not defined only by revenue or recognition, but by relationships built and stories told with integrity. This human centered approach is what continues to attract brands seeking meaningful communication rather than surface level visibility.
Advice to the Next Generation
If Cyrine could speak to her younger self, her message would be clear and empowering. Do not wait for the perfect moment. It does not exist. Trust your instincts earlier and recognize the value you bring to the table.
Every connection, every skill, and every challenge is building something bigger than you can see in the moment. Embrace uncertainty instead of fearing it, because growth lives there. Stop seeking validation from others and start believing in your own vision sooner.
The network and expertise you build are not just career assets. They are the foundation of future independence. Setbacks are not failures. They are redirections guiding you toward where you are meant to be.
A Vision That Continues to Evolve
Today, Cyrine El Klifi continues to lead Oui Shine with clarity and purpose. Her journey reflects a balance of ambition and humility, strategy and creativity, courage and patience. She is living proof that experience becomes powerful when paired with self belief.
Her story is not just about marketing or entrepreneurship. It is about knowing when to step forward, trusting your preparation, and choosing growth over comfort. As Oui Shine continues to evolve, Cyrine remains committed to helping brands shine while staying true to her own vision.
In an industry driven by trends and speed, her success stands as a reminder that authenticity, consistency, and passion remain timeless foundations for lasting impact.
Do follow her on Instagram.
