Saad Rashid is the Editor of Brand Custodian, where he leads editorial coverage of the brands, people, ideas and trends shaping the marketing and communications landscape. With a Master’s degree in Media Management from Middlesex University and a decade of experience in journalism, Saad brings a strong editorial perspective and analytical approach to stories across branding, advertising, marketing, media and corporate communications.
His work focuses on examining how brands build relevance, influence consumer behaviour and navigate an increasingly complex media and business environment. He is particularly interested in the intersection of marketing strategy, consumer psychology, technology and culture, translating industry developments into clear, engaging insights for marketing and business audiences.
Before joining Brand Custodian, Saad worked across sports journalism and digital media, covering major sporting events and interviewing prominent international personalities including Xavi Hernández and Oliver Bierhoff. That experience has shaped his approach to storytelling, combining rigorous research with accessible, narrative-driven journalism.
As Editor of Brand Custodian, he works with industry leaders, marketers, agency professionals, and contributors to bring diverse perspectives and informed conversations to the publication, with a focus on the ideas and developments that matter to the future of brands.