I started my career in marketing in the luxury industry. Multi-million dollar campaigns for brands like Dior, Chopard, Chanel, Audemars Piguet, LVMH. It sounds glamorous, and some of it was. Most of it was spreadsheets, and thirty rounds of feedback on a single line of copy.
First lesson: luxury doesn't sell a product, it sells a world. Build one good enough for someone to step into and the price stops being the conversation.

Then I left it for laundry detergent.

I moved to FMCG, at Procter and Gamble, which is the world's toughest brand management school. At P&G, nobody cares how pretty your deck is if the numbers don't move. I became a top 5% Brand Manager, ran the research on how people actually shopped, and launched products that reached millions.
Second lesson: taste without evidence is just a guess with better fonts.

Somewhere in there I picked up a Master's in Marketing from Imperial College London.

During the pandemic, I developed an itch to work for myself. I kept thinking about how much of what I'd learned inside Fortune 500 companies would be genuinely useful to a smaller business, where one good decision moves the needle instead of disappearing into a thousand-person org.

These days I'm in Dubai, building the best resources I can for brand managers, entrepreneurs and marketers. The playbooks for building brands are changing quickly, and I love experimenting with AI and new tools. I believe:
- Everything is figureoutable. We test, learn and adapt.
- Small, clear, scrappy teams can beat big corporations.
- Brands grow when they stay human at the core.

I also work directly with founders and growing businesses who want a world-class brand without hiring a thirty-person department. If that's you, my inbox is hi@rabeeahasan.com.

When I'm not working, I'm with my family and cat Louie, watching Studio Ghibli, reading, drinking coconut lattes, or at the beach. I also spend an embarrassing amount of money on new tech.

This is the most exciting time in history to build a brand. I'd love for you to join the conversation.

Rabeea x