Meet the Team
Sana Ouchtati
Founder and Managing Director
Sana Ouchtati is the Founder and Managing Director of So Cult, an international consultancy working across culture, creative sectors, and global cooperation. With over eighteen years of experience, she designs and steers multi-country initiatives and partnerships that connect cultural vision with practical delivery.
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Her work centres on partnership architecture and ecosystem building: structuring collaborations across public institutions, private partners, philanthropic foundations, cultural organisations, and independent creators. She is known for bringing the right actors around the table, aligning diverse interests, and translating shared ambitions into concrete, multi-party projects with clear governance, strong narratives, and long-term value.
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Sana has led and contributed to a wide range of European and international programmes in international cultural relations and cooperation, including long-term roles with initiatives such as More Europe and EU-funded cultural cooperation programmes. Alongside this, she develops and supports projects linked to craft, textiles, heritage, and contemporary creative practices, with a particular interest in intangible cultural heritage and savoir-faire as drivers of exchange, resilience, and innovation.
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Earlier in her career, she worked for a decade within the European institutions in Brussels on international partnerships and the cultural dimension of external relations. Today, through So Cult, she works internationally with a diverse set of partners at global level, supporting collaborations that are strategic, grounded, and built to last.
Dima Al-Youzbaki
Global Cultural Cooperation & Strategic Communications Officer
Dima brings a strong international profile at the intersection of cultural cooperation, research, and strategic development. ​With an academic background combining an MBA and advanced studies in European governance, she contributes a sharp analytical perspective alongside a strong capacity for clear, structured, and impactful communication.
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Her work spans research and mapping, partnership development, and strategic outreach in diverse international and multicultural contexts. She has developed particular expertise in navigating complex cultural ecosystems and building bridges between institutions, creative sectors, and stakeholders across regions.
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At So Cult, Dima is playing a key role in supporting the organisation's growth, contributing actively to business development, market exploration, and the cultivation of strategic partnerships. Her work focuses on international cooperation, with a strong geographical emphasis on the MENA region and Gulf countries.
Tina Ouchtati
Senior Associate - Fashion, Textiles & Craft
With over twenty years of experience across fashion, textiles, and craft, Tina brings a rare combination of sectoral expertise, strategic insight, and hands-on knowledge of creative and production ecosystems. Her work operates at the intersection of creation, manufacturing, and cultural exchange, bridging craft-based practices with contemporary creative industries.
Tina has developed and accompanied a wide range of international projects, from concept design to implementation, working closely with designers, artisans, manufacturers, institutions, and cultural stakeholders. She is particularly recognized for her ability to structure complex initiatives, facilitate professional matchmaking, and translate creative and cultural visions into sustainable, operational frameworks.
As a Senior Associate of So Cult, Tina collaborates on selected initiatives related to fashion, textiles, and craft, contributing her expertise to international projects, partnerships, and cross-sector collaborations. She is engaged when So Cult’s work intersects with material cultures, creative production, and heritage-based or contemporary practices, bringing a grounded, strategic, and culturally informed perspective to each collaboration.