Abdul-Rahim Osman joins as senior consultant, MENA

Firstwater Advisory is pleased to announce Abdul-Rahim Osman's appointment as senior consultant. His arrival strengthens the firm’s leadership bench and reinforces its mission to embed brand as strategy in action across the Middle East, Southeast Asia, and beyond.

Abdul-Rahim brings 20 years of experience at the intersection of brand, marketing and communications, and ESG. He has held senior roles across corporate and public sectors, leading transformation programmes for some of the region’s most visible institutions. His appointment reflects Firstwater’s continued momentum to become the Gulf’s leading fractional brand team.

“Abdul-Rahim is a rare blend of strategist and storyteller,” said Dan Dimmock, Principal Consultant at Firstwater. “He knows how to connect brand with business transformation, and how to align diverse stakeholders around change. We’re thrilled to welcome him.”

Before joining Firstwater, Abdul-Rahim was a senior marketing and communications leader at HSBC and the Dubai International Financial Centre (DIFC), and also leads communications and strategic projects at the World Alliance of International Financial Centres (WAIFC). He has developed and executed integrated marketing strategies that enhanced brand visibility, strengthened stakeholder relationships, and aligned marketing efforts with business objectives.

At Firstwater, he will lead client engagements in strategic marketing and communications, brand clarity, and ESG alignment. He will apply tools such as the Brand Clarity Assessment (BCA) and the Brand Value Creation (BVC) scorecard to help organisations align brand with a higher purpose, business strategy, and measurable performance. He will also support the firm’s expansion across Saudi Arabia, the UAE, and the broader MENA region.

“I’m proud to join a firm that treats brand as a boardroom discipline,” said Abdul-Rahim. “Firstwater’s model speaks to what Gulf organisations need now — clarity, credibility, and brand leadership that delivers.”

His appointment follows a period of sustained growth for Firstwater, with recent mandates spanning government transformation, cultural development, and corporate repositioning.

About Firstwater Advisory

Firstwater is a fractional brand advisory firm redefining how organisations build, live, and measure brand. The firm embeds experienced brand leaders within client organisations to deliver strategic clarity, operational alignment, and cultural traction.

Client and partnership engagements include Brunswick Group, C3 – Companies Creating Change, Emperor, GSB, Landmark Group, Mamo, Majid Al Futtaim, SEDCO Holding, TECOM Group, the Government of Bhutan, and the UAE Prime Minister's Office. Headquartered in the UAE, Firstwater also maintains established partnerships in Saudi Arabia, Singapore, and Ecuador, and is proud to serve as a Catalyst within Neol, a global community of creative leaders, strategists, and technologists. 

About Abdul-Rahim

Abdul-Rahim is a seasoned marketing and communications strategist with 15+ years’ experience aligning brand and business strategy across MENA. He drives engagement, boosts visibility, and leads ROI-focused engagements. His expertise spans stakeholder management, partnerships, and integrated marketing, focusing on sustainable growth and value.

Click here to view Abdil-Rahim's profile