AAR expands leadership as demand for marketing transformation accelerates

AAR Group, consultants to the marketing industry dedicated to helping brands and agencies unlock better performance, is entering a new chapter of growth as it expands its senior leadership team and deepens its existing partnership with transformation leader Paul Stevenson.

The move reflects growing demand across the industry for practical, experienced-led marketing transformation. As brands and agencies navigate rapid structural, technological and commercial changes, AAR is strengthening its leadership to help organisations design and deliver marketing operating models that drive real impact.

As part of this growth phase, AAR has created three new Partner roles, welcoming Tobi Asare as Growth Partner and promoting Rebecca Nunneley and Hannah Astill to Partner positions. In parallel, AAR is expanding the existing partnership with Paul Stevenson, former Customer Marketing Director at O2, bringing deep, hands-on experience of large-scale change into the consultancy.

Together, this expanded leadership team will drive AAR’s next phase of growth, building specialist and technical capability across the four pillars that underpin effective marketing organisations: People, Partners, Process and Platforms.

Tobi Asare joins AAR from OMD UK, where she was Managing Partner and Head of Growth, responsible for new business strategy, client partnerships and commercial performance. As Growth Partner at AAR, Tobi will focus on growing AAR’s client base and developing strategic partnerships, including its partnership with ISBA.

Rebecca Nunneley and Hannah Astill step into Partner roles, leading AAR’s Partners and Platforms pillars respectively. Their promotions recognise their significant contribution to the business to date. Through expanded remits, they will help develop AAR’s proposition and team, partner closely with clients, and continue to evolve and drive AAR’s pitch offering, steering the business through its next stage of growth.

The embedded partnership with Paul Stevenson further strengthens AAR’s proposition. Paul brings over twelve years of experience leading transformation at O2/VMO2 where he delivered complex, organisation-wide change at pace. His practical, collaborative and outcomes-focused approach closely aligns with AAR’s belief that the most effective consultancy model is one built on co-creation and real-world execution.

Operating from a unique vantage point at the centre of the marketing ecosystem, AAR works with both brands and agencies, giving it a clear view of what is required to capitalise on the future of marketing.

They join AAR’s existing leadership team, led by Victoria Fox (CEO) and Maria Farrell (COO), alongside Paul Phillips (Partner).

Victoria Fox, CEO of AAR, said:

“Marketing is in full transformation mode, and organisations are looking for help that is practical, experienced and delivers genuine impact. Welcoming Tobi, promoting Rebecca and Hannah, and deepening our partnership with Paul strengthens our ability to design and drive change that works. The leadership team reflects the kind of consultancy AAR believes the market needs now: hands-on, expert-led and focused on real outcomes.”

Tobi Asare, Growth Partner, said:

"AAR has a unique position at the intersection of brands and agencies. With a team of deeply experienced marketing practitioners who truly understand how operating models need to evolve. That blend of practical experience and strategic perspective is exactly what organisations need as they navigate marketing transformation. I’m excited to help scale our impact, deepen the partnerships that matter most, and work with this wonderful team as we drive the next chapter of growth."

Paul Stevenson, Principal Consultant, added:

“Having led transformation from the inside, I know how important it is that change is practical, collaborative and deliverable. AAR’s approach is grounded in real-world experience, and I’m excited to work with the team to help organisations turn ambition into action.”

These leadership investments mark a significant step in AAR’s evolution, reinforcing its commitment to helping brands and agencies build marketing organisations that are fit for the future, and capable of delivering better performance today.

Photography: ©BronacMcNeill