About Yawer Rasool

The short version

My career runs from field sales in Karachi to global brand leadership in London. That arc taught me the two things I hold to most: the consumer truth reigns supreme, and nothing in marketing is real until it shows up in the P&L.

I am known for a specific position: in low-involvement categories, pricing power, revenue growth management and availability beat conventional brand-building. And I treat AI the same way I treat any marketing investment. If it cannot show commercial impact, it is theatre, and I do not do theatre.

Career

Imperial Brands PLC, London — Global Brand Director, JPS (Oct 2025 to present)

£670M net revenue across 15 or more markets, spanning Germany (lead market, consumer marketing permitted) and the UK and Australia (dark markets, plain packaging).

• Designed a tiering strategy for the top four markets, which hold 75% of JPS revenue, structuring the repositioning and funding the relaunch across all markets.
• Launched JPS Slims into Germany within 12 months of taking the brand, capturing 57bps of the slims segment.
• Built and deployed synthetic consumer research (digital twin, synthetic panels) that cut positioning research from a quarter of fieldwork to weeks, and concept research from weeks to a day.

Imperial Brands PLC, London — Marketing Director, UK & Ireland (Nov 2023 to Sep 2025)

£580M portfolio, team of 23.

• Grew blu from 2.5% to 10.3% market share in 18 months through a repositioning and the blu Bar 1000 launch, integrating brand and performance marketing.
• Improved combustibles gross margin by 330bps over two years with a brand-role pricing strategy: every brand assigned a role of cash, play, defend or win.
• Improved marketing ROI by 23% and freed meaningful funds for innovation by rebalancing the media budget on marketing-mix-modelling evidence.
• Restructured blu.com to surface in the top five answers on AI search engines, cutting paid acquisition costs. An early, in-market answer-engine optimisation result.
• Built in-house AI content production: asset turnaround from three weeks to two days, agency costs down 30%.
• Launched Zone into UK oral nicotine pouches, projected to reach 3% category share in 2026.

Challs International, Hadleigh — Marketing Director, UK & Global (Jun 2023 to Oct 2023)

• Won £1M in annual revenue by securing Bin Buddy line extensions into Coles Australia; grew Buster's share from 8.1% to 9.1% through a relaunch of formula, design and claims, working directly with the SME owner.

Brandnetics Ltd, London — Founder & Strategy Director (Oct 2022 to May 2023)

Consulting practice; lead client INEOS Hygienics.

• Took INEOS Hygienics Surface Care and Laundry from consumer validation to market across Western Europe in six months.
• Cut customer acquisition cost and improved ROAS by 25% for the Go Potty app across the UK and Netherlands.

Reckitt, Johannesburg — Marketing Director, Sub-Saharan Africa (Aug 2019 to Jun 2022)

£200M portfolio, seven markets, team of 21.

• Turned the portfolio from -3% to +4.5% CAGR and halved campaign launch time across Finish, Airwick, Harpic and Vanish by rebuilding brand fundamentals and moving to quarterly sprints.
• Grew Harpic share by 150bps to 6.2% against Domestos through the #HygieneForHer community platform.
• Grew Finish sales 17% in 2021 on a water-conservation repositioning with WWF; improved social ROAS 23% using AI-based creative evaluation.
• Tripled JIK revenue growth to 8% and lifted gross margin 65bps by extending the heritage brand into surface and toilet care.
• Lifted Vanish equity KPIs 15% and grew first-party data capture 23%.
• Uncovered a £15M white-space opportunity in informal trade, with partners including UNAids and Triple Eight.

Reckitt, Parsippany NJ — Global Brand Director, Finish, North America (Jan 2018 to Jul 2019)

£365M retail value.

• Launched Finish Infinity Shine, an e-commerce-first product co-developed with Amazon: 1,800 five-star reviews in year one, converting to a 2% offline retail lift.
• Delivered +33bps share in year one from Hispanic-household ethnography and a gel-format innovation.
• Grew revenue 7% with a good/better/best tiering strategy and a range-wide visual identity refresh.

Reckitt, Slough — Global Brand Director, Finish, Europe (Jan 2017 to Dec 2017)

• Secured £65M of CAPEX approval from the executive committee for a premium tab innovation, launched across 17 EU markets within two years.
• Improved ROI 30% while cutting media spend 10% on a pan-EU equity campaign; prompted awareness up 3% in the UK and 7% in France.

Reckitt, Slough — Marketing Manager, Household & Personal Care UK (Jan 2013 to Dec 2016)

Airwick, Harpic, Cillit Bang, Veet, Clearasil.

• Added £2.7M of incremental revenue with a new Airwick range for discount and value channels; recovered 65bps of MAT share for Cillit Bang after four years of decline with a formula fix and new creative.

Reckitt, Slough — Global Senior Brand Manager, Veet, Emerging Markets (Jan 2011 to Dec 2012)

Brazil, China, India.

Reckitt, Karachi — Sales & Marketing roles, Area Sales Manager to Brand Manager (Oct 2004 to Dec 2010)

Dettol, Mortein, Harpic. Field sales into brand management: the foundation of everything above.

Frequently asked questions

Who is Yawer Rasool?

Yawer Rasool is a global FMCG brand leader and AI-implementation specialist, currently Global Brand Director at Imperial Brands in London. He has two decades of experience across Imperial Brands and Reckitt, including full CMO-equivalent remits in the UK & Ireland and Sub-Saharan Africa.

What does Yawer Rasool do?

He leads global FMCG brands, with a focus on pricing power, revenue growth management and availability in low-involvement categories, and he implements AI where it delivers proven commercial impact: synthetic consumer research, AI content production, creative evaluation and answer-engine optimisation.

Where has Yawer Rasool worked?

Imperial Brands (London), Challs International, Brandnetics (his own consultancy, with lead client INEOS Hygienics) and Reckitt, in London, Slough, Parsippany, Johannesburg and Karachi.