Toffael Rashid

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Toffael Rashid
Native nameতুফায়েল রশিদ
Born May 1973 (age 45)
London, England
Nationality British
Education Economics and Politics
Alma mater University of Manchester
Occupation Global marketing professional

Toffael Rashid (Bengali : তুফায়েল রশিদ; born May 1973) is an English global marketing professional who works for Robi Axiata Limited as Executive Vice President, and Head of Brand and Market Communications. He previously worked for Leo Burnett Worldwide as Regional Planning Director for Samsung business across Asia Pacific and in various roles for Unilever.

Bengali language Indo-Aryan language spoken by the Bengali people of South Asia

Bengali, also known by its endonym Bangla, is an Indo-Aryan language primarily spoken by the Bengalis in South Asia. It is the official and most widely spoken language of Bangladesh and second most widely spoken of the 22 scheduled languages of India, behind Hindi.

Global marketing is “marketing on a worldwide scale reconciling or taking commercial advantage of global operational differences, similarities and opportunities in order to meet global objectives".

Leo Burnett Worldwide American advertising company

Leo Burnett Worldwide, Inc., also known as Leo Burnett Company, Inc., is an American advertising company, founded on August 5, 1935 in Chicago by Leo Burnett.


Early life

Rashid was born and brought up in London, England [1] and he is of Bangladeshi descent. [2] His father is from Barlekha, Moulvibazar District, Bangladesh. In 1970, his parents arrived in London, his father then worked in the Pakistan embassy in London but resigned during the Bangladesh Liberation War.

British Bangladeshi ethnic group

British Bangladeshis are people of Bangladeshi origin who have attained citizenship in the United Kingdom, through immigration and historical naturalisation. During the 1970s, large numbers of Bangladeshis immigrated to the UK, primarily from the Sylhet Division. The largest concentration live in east London boroughs, such as Tower Hamlets. This large diaspora in London leads people in Bangladesh to refer to British Bangladeshis as "Londonis".

Barlekha Upazila Upazila in Sylhet Division, Bangladesh

Barlekha is an Upazila of Moulvibazar District in the Division of Sylhet, Bangladesh.

Moulvibazar District District in Sylhet Division, Bangladesh

Moulvibazar also spelled Maulvibazar, Moulavibazar, and Maulavibazar, is a district of Sylhet Division in North-Eastern Bangladesh.

From 1984 to 1991, Rashid attended Forest School in Walthamstow. In 1995, he graduated with a degree in Economics and Politics from the University of Manchester. [3]

Walthamstow district of the London Borough of Waltham Forest in east London, England

Walthamstow is a major district in East London and is part of the London Borough of Waltham Forest. It is located 7.5 miles (12.1 km) northeast from Charing Cross. Historically in the county of Essex, it significantly increased in population as part of the suburban growth of London and was incorporated as the Municipal Borough of Walthamstow in 1929 before becoming part of Greater London in 1965. Walthamstow is situated between the North Circular Road to the north, the Lea Valley and Walthamstow Reservoirs to the west, and Epping Forest to the east.

University of Manchester public research university in Manchester, England

The University of Manchester is a public research university in Manchester, England, formed in 2004 by the merger of the University of Manchester Institute of Science and Technology and the Victoria University of Manchester. The University of Manchester is a red brick university, a product of the civic university movement of the late 19th century.


Rashid has over 16 years of blue chip international marketing experience which includes eight years of European experience and eight years of pan-Asian market experience. [4] He has lived and worked out of UK, US, France, India, Thailand, Bangladesh and Singapore and visited over 70 across five continents. In that time, he has led local country, continental and global teams within the entire marketing process, including strategy, insights, innovation, brand equity creation, brand advertising and activation, digital marketing and sales promotion. [5]

From September 1995 to May 2006, Rashid worked for Unilever for 11 years in various marketing roles based at various stages in the UK, France, India and Thailand. During these assignments he has had country, continental and global responsibilities and gained cultural and business experience in over 40 countries across five continents. [2] From September 2006, he spent months with PepsiCo based in Bangkok, Thailand as Director of Innovation for Asia region. [6]

Unilever Anglo-Dutch multinational consumer goods company

Unilever is a British-Dutch transnational consumer goods company co-headquartered in London, United Kingdom and Rotterdam, Netherlands. Its products include food and beverages, cleaning agents, beauty products, and personal care products. It is Europe’s seventh most valuable company. Unilever is one of the oldest multinational companies; its products are available in around 190 countries.

PepsiCo soft drink company

PepsiCo, Inc. is an American multinational food, snack, and beverage corporation headquartered in Harrison, New York, in the hamlet of Purchase. PepsiCo has interests in the manufacturing, marketing, and distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay, Inc. PepsiCo has since expanded from its namesake product Pepsi to a broader range of food and beverage brands, the largest of which included an acquisition of Tropicana Products in 1998 and the Quaker Oats Company in 2001, which added the Gatorade brand to its portfolio.

From May 2008 to November 2009, Rashid worked as a Global Strategy Director for Lowe and Partners based in Singapore, where he advised blue chip multinational companies on their global marketing strategies. [2] From January 2010, he worked as a Planning Director for Saatchi & Saatchi for a year [4] across categories including, nation branding and tourism, FMCG, telco, technology, sports, pharmaceutical, infant nutrition and branded services. [5] In January 2012, he was appointed by Leo Burnett Worldwide as Regional Planning Director for Samsung business across Asia Pacific. [4] In September 2013, he was appointed as Executive Vice-President of brand and market communications and marketing operation for Robi Axiata Limited. [7] [8]

Saatchi & Saatchi is a global communications and advertising agency network with 114 offices in 76 countries and over 6,500 staff. It was founded in 1970 and is currently headquartered in London. The parent company of the agency group was known as Saatchi & Saatchi PLC from 1976 to 1994, was listed on the New York Stock Exchange until 2000 and for a time, was a constituent of the FTSE 100 Index. In 2000, the group was acquired by the Publicis Groupe. In 2005 it went private.

Fast-moving consumer goods products that are sold quickly and at relatively low cost

Fast-Moving Consumer Goods (FMCG) or Consumer Packaged Goods (CPG) are products that are sold quickly and at a relatively low cost. Examples include non-durable goods such as packaged foods, beverages, toiletries, over-the-counter drugs, and other consumables.

Samsung South Korean multinational conglomerate

Samsung is a South Korean multinational conglomerate headquartered in Samsung Town, Seoul. It comprises numerous affiliated businesses, most of them united under the Samsung brand, and is the largest South Korean chaebol.

Rashid's work has been awarded by bodies including, the UK Marketing Society and Cannes Advertising Festival, [2] the EFFIES and Spikes Asia, [5] and covered by The Economist , [2] TIME magazine , CNN and BBC. [5] He is a regular speaker at high-profile marketing conferences in Europe and Asia, lectures at various MBA courses and is a regular contributor of marketing essays. He is an executive member of the British Marketing Forum and a founding member of the Bangladesh Brand Forum. [2] [9]

Personal life

Rashid is a Manchester United Football Club fan.

See also


  1. Rashid, Toffael (27 July 2013). "Targeting the wrong immigrants?". Dhaka: Dhaka Tribune . Retrieved 1 April 2014.
  2. 1 2 3 4 5 6 "British Bengali Success Stories". BritBangla. 5 February 2006. Retrieved 1 April 2014. Toffael Rashid
  3. Whitfield, Paul (8 June 2000). "PROFILE: Toffael Rashid, Head of marketing myhome – Mr Clean". Marketing Magazine. Retrieved 1 April 2014.
  4. 1 2 3 "Leo Burnett assigns regional planning director for Samsung". Adobo Magazine. Retrieved 1 April 2014.
  5. 1 2 3 4 "Leo Burnett hire Toffael Rashid as regional planning director for the Samsung account". Campaign Brief Asia. 17 March 2012. Retrieved 1 April 2014.
  6. "Forum Speakers". Bangladesh Brand Forum. 25 October 2009. Retrieved 1 April 2014. Toffael Rashid
  7. "Toffael Rashid". Bloomberg Businessweek . Retrieved 1 April 2014.
  8. "Management Profile". Robi. Retrieved 1 April 2014.
  9. "Bangladesh Brand Forum: The Team". Bangladesh Brand Forum. 25 October 2009. Retrieved 1 April 2014. Toffael Rashid