Marketing consultant, Fractional CMO, brand strategy, energetic speaker, foodie, soccer player, and proud Dad

I’m passionate about marketing and building brands, and that energy is evident from the first moment of interaction. My approach combines curiosity with strategic thinking and creative solutions to help businesses stand out and grow through effective marketing.

With over 20 years of experience, I’ve led transformative projects across diverse industries, including technology, medtech, consumer goods, and professional services—serving both B2C and B2B clients. In 2012, I founded Common Giant, where I helped companies harness branding as a competitive advantage in a crowded marketplace.

Throughout my career, I’ve worked client-side managing retail stores up to $52MM in revenue, served as VP of Brand Strategy on the agency side, launched an agency with global clients, and acted as a fractional CMO for multiple businesses. My experience spans branding, marketing strategy, and creative execution across a variety of business models.

"The guy you want in the room." - Former coworker.

I believe in these four core principles:

1 - Marketing is a business practice. 
It’s not just about promotion. Marketing is a series of levers to pull for higher profits.

2 - Know the customer as much as you know yourself.
Understand what, how, and where your customers buy to serve them best.

3 - Grow the orchard while you sell the fruit.
Focus on long-term brand growth while capitalizing on immediate sales.

4 - Boring is expensive.
Mediocre marketing is forgettable, less effective, and costs more in the long run.

Beyond my work with brands, I'm an enthusiastic keynote speaker, delivering engaging talks on branding, marketing, creative problem-solving in business, and effective marketing strategies to audiences of all sizes.

Phillip Oakley

Senior Manager, Communications at IRD Global | Marketing & Communications Strategist | Brand Storytelling Expert | Organic Social Media Specialist | Strategic Communication

Marketing & Communications Leader | Brand Strategy | Crisis Communication | Reputation Management | Organizational Storytelling

For more than 12 years, I’ve helped organizations communicate with clarity, build trust with their audiences, and strengthen their reputation through strategic marketing and communication. I believe communication isn’t just about what you say it’s how you earn credibility, shape perception, and influence behavior.As Group Head of Marketing, PR &amp; Communications at Avari Group, I lead brand transformation across hospitality and real-estate portfolios. My work sits at the intersection of strategy, storytelling, digital innovation, and stakeholder engagement.I specialize in:• Strategic Marketing &amp; Brand Positioning• Crisis &amp; Executive Communication• Public Relations &amp; Reputation Management• Digital &amp; Social Media Strategy• Audience Growth &amp; Engagement• Stakeholder, Employee &amp; Internal Communication• Behavior Change CommunicationCareer Highlights:• Led brand and communication transformation at Avari Group across multiple hospitality and real-estate brands.• Achieved 58% growth on LinkedIn and 41% on Instagram for IRD Global.• Delivered IRD’s content archive system using structured metadata for long-term communication efficiency.• Drove 10% month-over-month audience growth on major digital channels.• Designed and delivered high-impact behavior change campaigns (Jeelo Dobara, Choti Khushi) that crossed 1.2M+ organic views.• Built internal communication and PR functions from scratch at multiple organizations.• Managed global communication strategies across Pakistan, Asia, and multi-country teams.Across every role, my mission remains the same:Help organizations communicate better with purpose, with impact, and with authenticity.If you’re building a brand, leading change, or strengthening your organizational narrative, I’d love to connect.

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Phillip Oakley

Asad M. Taj

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