Yawer Rasool
Global FMCG brand leader and AI-implementation specialist.
I build brands on pricing power, revenue growth management and availability, not on brand theory that ignores how low-involvement categories actually work. And I put AI to work only where it shows proven commercial impact.
What am I doing currently
I am Global Brand Director at Imperial Brands, leading the JPS brand across 15 or more markets, from Germany, where consumer marketing is still permitted, to the UK and Australia, where plain packaging and dark-market rules apply.
The record in one line
From -3% to +4.5% CAGR. At Reckitt I turned a £200M, seven-market Sub-Saharan Africa portfolio from decline to growth in under three years. Two decades in premium FMCG, with full CMO-equivalent scope in the UK & Ireland and Sub-Saharan Africa, sit behind that number. The rest of the record is on the About and Work pages.
The Demanding Consumer
Notes on pricing power, regulated-category marketing and AI that earns its keep in FMCG. No theory without a P&L consequence. Occasional, and only when there is something worth saying.
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Talk to me
I speak on brand and AI, and I'm open to the right conversation, whether a speaking slot or an idea worth trading notes on.