Tariq has spent more than 20 years leading marketing and communications for tech giants including HP and CA Technologies to start-ups like Locomizer. Having lived and worked in the UK, Germany and the United Arab Emirates, Tariq enjoys working with diverse groups of people. Most of his roles have been regional where he comfortably engages with different nationalities and cultures – from in-house teams to a wide cross section of stakeholders, agency partners and the media.
With a mixed Indian and Pakistani background, Tariq was born and raised in the UK. Following the 09/11 attacks in 2001, Tariq’s world changed and he decided to change his name from ‘Sheikh Tariq Ali Ahmed’ to ‘Daniel Jacob’. Fortunately he reverted back to Tariq Ahmed a few years later . His story was featured in a diversity special in the Evening Standard and then on he was interviewed as part of a BBC TV documentary – ‘Don’t Panic I’m Islamic’ in 2005.
Almost 20 years on since the 09/11 attacks, the world is no better place and discrimination is continuously being discussed and debated. For minority groups, he often says ‘.. it’s not just about doing well, it’s about celebrating who you are, but fitting in without losing your identity.” Tariq sits on a number of industry groups and associations. Earlier this year Tariq supported the Taylor Bennett foundation – mentoring a group of BAME graduates and final year students interested in a career in PR and communications.