Bio

Asif Ijaz is the visionary founder of the Decisive Group of Companies, which includes Decisive Event Marketing and Decisive Sports Marketing cutting-edge boutique agencies specializing in events, experiential marketing, and sports branding. With a forward-thinking approach, Asif has redefined how brands connect with their audiences through immersive, innovative, and impactful experiences. At the core of the Decisive Group is an ethos inspired by sustainability, creativity, and a customer-first mindset, ensuring that every project delivers lasting value while aligning with modern environmental and social principles.

As a seasoned award-winning events expert, Asif has driven global event strategies for industry leaders such as Shell, Aramco, and HSBC. His expertise includes seamless event execution across physical, virtual and hybrid platforms, always with an eye toward sustainability. As a sustainability advocate, he pioneered carbon offset strategies and sustainable frameworks, embedding these principles into every event he touches. From designing global metaverse experiences for Shell to leading high-profile global campaigns, Asif’s leadership has had a transformative impact on how brands engage with their audiences.

Beyond the event space, Asif is passionate about sports, particularly tennis, where he is a qualified coach. He draws on the sports coaching mentality focusing on teamwork, strategy, and continuous improvement in both his personal life and professional endeavours. Asif’s drive to innovate is balanced by a commitment to advocacy, from championing diversity with initiatives like "Women in Leadership" to supporting charitable causes that align with his sustainability and community values.

Through Decisive, Asif has positioned the group as a trusted partner for organizations seeking to inspire and engage through authentic, purpose driven experiences. His approach merges creativity with purpose, ensuring that every project is not only memorable but contributes positively to the communities and industries he serves.