Brand Strategy · Go-to-Market · Fractional CMO
I help brands enter new markets, build high-performing teams, and scale with precision — shaped by 10+ years at Google and Vodafone, and battle-tested building a global brand from scratch.
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I spent a decade inside Google and Vodafone — leading marketing across 9 markets in Northern Europe and South Asia, designing go-to-market strategies for emerging economies, scaling teams, and building the operational systems that made it all run. Then I walked away to build something of my own that's close to my heart.
HAYAQI, my global ethnic fashion brand, forced me to do everything a scaling founder has to: brand positioning, supply chain design, team building across cultures, digital growth, and storytelling that connects — all with real constraints and real stakes. From Bali to Wonderfruit, from slow fashion to cultural entrepreneurship, I built a brand that bridges tradition and modernity, and currently serves customers across the world.
That combination — corporate rigour and founder-in-the-trenches experience — is what I bring to the brands I work with. Whether you need someone to define your market entry, redesign your operations, or step in as your strategic marketing lead, I've done it at both ends of the spectrum.
| HAYAQI | Founder & CEO · Global ethnic slow fashion · Cultural entrepreneurship |
| Marketing Lead — South Asia & Europe · 9 markets · 7+ years | |
| Vodafone | Digital & Marketing Operations · Enterprise transformation |
| Education | University of Cambridge · Imperial College London |
| Press | Harper's Bazaar · CityNomads · Think with Google |
Clarify who you are, who you're for, and why you win — grounded in market research and competitive reality, not guesswork. I help brands define their positioning, messaging architecture, and visual identity for new markets and growth stages.
Best for: Brands entering new markets, repositioning, or launching new product lines.
From market entry strategy to channel selection to performance marketing — I design and help execute the playbook that takes you from “we have a product” to “we own this market.” Built on frameworks developed launching Google products across several markets.
Best for: Brands scaling internationally or entering dynamic, immersion markets.
Embedded strategic leadership without the full-time overhead. I step in as your marketing and operations lead — building teams, designing processes, and creating the systems that let a lean brand operate like a well-funded one.
Best for: Founder-led brands at the scaling inflection point who need senior leadership now, not in 6 months.
Built a global ethnic fashion brand from concept to serving customers across 25 international markets — defining positioning, cultural storytelling, supply chain, digital presence, and end-to-end team operations. Collections featured at Boutiques Fair (SG), Dusty Diamonds (USA), and Wonderfruit (TH).
Developed & led marketing strategy for Google South Asia and Northern Europe — bringing the best of Google to a wide set of users. Designed GTM frameworks & strategies for markets with radically different consumer behaviours and dynamics.
Part of Vodafone Group's digital transformation team, redesigning marketing operations and digital workflows for enterprise markets across Europe. Built systems that allowed a global telco to move at startup speed, setting up the marketing function for startups within Vodafone.
Book a free 30-minute strategy call. We'll assess where you are, where you want to go, and whether I'm the right fit to help you get there. No pitch — just clarity.
Book a Call Prefer email? → aaqibhasnain@gmail.com