Sohaib Umar

Background

About Sohaib Umar

I’m a Cannes-winning brand and communications strategist with 15+ years of experience shaping how brands show up, what they say, and connect with people meaningfully and measurably. My career spans agency and client-side roles across Canada, South Asia, and Australia, with a focus on brand strategy, campaign development, and integrated communications planning. I’ve helped multiple brands & organizations - from CPG to healthcare to public service to tech - cut through the noise with insight-led work that’s grounded in empathy and driven by results. Whether it’s defining a brand’s narrative, reframing a brief, or bringing the right creative idea to life, I lead with curiosity, clarity, and care. I believe strategy lives at the intersection of business, creativity, and real human understanding, and that great work begins with asking the right questions. So: who are we talking to, and what’s the story we want to tell them next? Core Skills: Brand & Communications Strategy – Positioning, narrative development, campaign planning across sectors and audiences Integrated Marketing Execution – End-to-end management of multi-channel campaigns (digital, broadcast, experiential, retail) Creative Briefing & Agency Collaboration – Leading strategy-informed creative development with internal and external teams Client Leadership & Stakeholder Management – Translating business goals into actionable strategies and cross-functional alignment Strategic Writing & Communication – Skilled in brief writing, storytelling, and bringing clarity to complex challenges