Fractional Brand & Marketing Leadership · London

Entrepreneurial marketing leadership for the most difficult and ambiguous situations.

The harder the situation, the more remarkable the outcome. Tanvir Siddiqui is an entrepreneurial marketing leader who delivers strong commercial results and leads the transformation of business, brand and people in the most difficult and ambiguous situations: political instability, new category creation, a declining flagship brand, a new business on minimal budget, and technology disruption. VP and Global Head-level, AI-native in practice. Fractional, interim or permanent.

£1.2bn+

Net turnover per global brand led, from 170-year heritage to new-to-world

158%

Profit growth delivered during active geopolitical conflict

150+

Countries worked in directly, across five continents

18+

Years in regulated FMCG and creative agency, at FTSE 100 level

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Tanvir Siddiqui, Fractional CMO and Brand Transformation Leader, London

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How Provok Works

Strategic clarity.
Commercial delivery.
Senior accountability.

Every engagement starts the same way: getting brutally clear on the commercial job-to-be-done and the few decisions that will actually move the business. Then simplifying: one strategic spine, one set of clear choices, a practical execution plan that geographies and functions can run with. Then building the operating system around it: ways of working, capability, agency model, and measurement. So the organisation moves from strategic debate to commercial delivery. And because AI is changing how consumers find, compare and buy, every engagement also asks where AI can create value for the brand, and how the organisation should lead it.

About Provok

Provok is the independent consulting practice of Tanvir H. Siddiqui. Clients work directly with Tanvir: no layers, no handoffs.

The name is deliberate. The best way to create the future is to provoke it: better questions, bolder thinking, uncomfortable clarity.

Built for situations where the standard of thinking matters.

Provok was founded by Tanvir H. Siddiqui, MCIM. In 18 years of senior brand leadership, he has scaled a brand from £0.5bn to £1.2bn NTO in under two years, reversed a 170-year-old brand from double-digit decline to sustained growth, and delivered 158% profit growth while managing teams across an active conflict zone. Each situation was a different kind of impossible. Each delivered a remarkable outcome.

  • ·Entrepreneurial instinct at corporate scale: co-founded a digital agency in Bangladesh before digital was a category, merging it with JWT Worldwide.
  • ·Transformed brand and marketing operating models across FTSE 100 global FMCG, WPP creative agency, and founder-led environments.
  • ·Work spans 150+ countries across five continents, including category creation from zero, brand transformation in active conflict zones, and the reversal of a legacy brand from existential decline.
  • ·AI transformation for organisations and leaders: finds the commercial challenge that matters and turns it into a working proof of concept with AI, without writing code. Around 20 built so far, from a coffee brand to an evidence-based supplement guide. Shares what he learns through AI Progress & So What, a monthly, evidence-graded AI briefing for FMCG brand leaders, and through AI Pitstop, AI coaching for senior professionals.
  • ·Available on a fractional or interim basis, and open to the right permanent role.
Tanvir Siddiqui, Fractional CMO and Brand Transformation Leader, London

Testimonials

What Senior Leaders Say

Recommendations from direct managers, agency partners, and senior peers, all publicly visible on LinkedIn.

Contact

Discuss an
engagement.

Provok works with a small number of clients at any one time. If the situation is genuinely complex and requires senior brand and marketing leadership, that is precisely where this practice is designed to operate.

Tanvir is also open to the right permanent leadership role.

Initial conversations are confidential.

provok.co.uk

Registered in England & Wales · London

Email

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