Waqar A.

Most brands don't have a marketing problem. They have a clarity problem. When nobody can say in one sentence what the brand stands for, everything downstream suffers: messaging goes generic, campaigns underperform, and growth turns inconsistent. That's the problem I solve. I spent 20 years running brand P&Ls before doing this independently, most recently as Marketing Director at Haleon (Panadol, Sensodyne, Centrum, Voltaren), where I managed a £150M top line and a £20M+ A&P budget. I grew Centrum's net sales 3x by repositioning it from an occasional supplement to a daily habit. Now I bring that same discipline to founders and teams who need senior marketing judgment without a full-time hire. What I deliver: • Brand positioning built outside-in from consumer evidence, using my Orbit Model. The output is a positioning your consumer actually believes, not a statement your team wordsmithed. • Go-to-market strategy through my GTM framework (SCAN, SEQUENCE, PRICE): where to play, how to enter, and what to charge over the next 24 months. Decisions with criteria, not market descriptions. • Messaging architecture: value proposition, message hierarchy, and the usage rules that stop good words from decaying. • Fractional CMO leadership for brands that need the system run, not just designed. I currently hold a retained fractional CMO mandate with a UAE consumer health brand. What I don't do: logo design, visual identity, or ad execution. I build the strategy and the operating system; your team or agency executes against it. How I work: outside-in, always. Market reality and consumer behaviour first, internal assumptions last. Deep experience in regulated categories (consumer health, supplements) where a wrong claim is a legal problem, not a copy tweak. How to start: most engagements begin with a fixed-fee diagnostic — two to three weeks that tell you what's unclear, what's misaligned, and what it's costing you monthly. You get findings you can act on whether or not we continue. If growth has stalled and nobody agrees why, that's usually a clarity problem wearing a performance costume. Send me a paragraph about your brand and I'll tell you where I'd look first.