Asad is the founder and CEO of The Unmistakables, an award-winning consultancy on a mission to help organisations navigate their way through equality, diversity & inclusion. The company works across a number of sectors to help organisations become inclusive by design. They have been named best new agency and best in diversity and inclusion by a number of marketing industry bodies. Asad has been named a change maker by Oystercatchers, The Drum and Campaign and he was recently featured on the IPA's 'iList' - a selection of trailblazers for inclusivity in the marketing industry. Alongside running the company, Asad volunteered as the Director of Communications for Pride in London in 2018 and 2019 and is currently a board trustee for akt - the LGBT+ homelessness charity.