Tobi Asare joined AAR in 2026 as a Partner focused on Growth and is a member of the leadership team. She works across the consultancy’s full range of services, including marketing operating model design, agency model development, agency search and selection, and broader marketing transformation.
She works closely with new clients, brands and agencies to help them navigate complex marketing challenges and design operating models aligned to business ambition, growth priorities and the realities of modern marketing. Her focus is on building AAR’s tailored solutions around each organisation’s specific needs, ensuring the right combination of structure, capabilities and agency ecosystem is in place to deliver stronger commercial outcomes.
Tobi’s experience spans fast-growing businesses and established brands undergoing change. Alongside her client work, she spearheads AAR’s growth strategy, leading new business activity and shaping how the firm engages with the market. She builds relationships with senior marketers, identifies opportunities and ensures AAR’s offer continues to evolve in line with client needs.
Her approach is practical and commercially grounded, with a strong focus on helping marketing teams implement solutions that work in reality, not just in theory. Before joining AAR, Tobi held senior roles within leading media agencies, giving her a deep understanding of both client and agency perspectives.
