Asad is a seasoned leader in marketing and communications with experience spanning across large brand/client organisations, and advertising agencies. He runs a boutique consultancy based out of Dubai and London advising start-ups and social enterprises. His work focuses on helping build and scale solutions and frameworks for marketing and communications across the world with a specific focus on  technology and in particular Generative Artificial Intelligence.

Asad has built his global expertise across a cross-section of Media and Broadcast, Media Agencies, and with large multinational companies. Asad was part of WPP’s GroupM global team in the UK before he joined Unilever in London to help accelerate their Digital Marketing work. He then moved to Dubai and was a board member at Unilever (MENA, Turkey, and Russia Cluster), and managed their Media & Digital Marketing Transformation. Earlier in his career, Asad started and ran GroupM offices in Vietnam, and in Pakistan. He has also done short-term assignments in wider Asia Pacific and Latin American markets like Indonesia and Mexico.

Asad was the Founding Chair of The Marketing Society Middle East Chapter from 2016 to 2018 and was awarded The Marketing Society UK’s Fellowship in 2019.

He was also the Effie’s Marketer of The Year in 2018. He has also sat at numerous Awards juries including Effie’s MENA (Jury President 2021), Cannes Lions, and Festival of Media.