Aarif Morbi is a Senior Consultant on the Strategy team at Interbrand. He focuses on applying data-driven analyses to inform strategic thinking and recommendations for building brand strength and equity.
Aarif joined the Interbrand New York office in January of 2013, developing expertise in brand strength, role of brand, portfolio architecture, and brand positioning. His client list includes some of the most well-known, profitable, and innovative brands around the world.
Prior to joining Interbrand, Aarif worked as a Consultant for Analytic Partners, a global marketing mix analytics consultancy based in New York City. There, he specialized in marketing optimization, using customized regression modeling to quantify the impact and ROI of all marketing activities. He delivered strategic recommendations to improve the performance of marketing and promotional activities for Fortune 100 companies with multi-million dollar advertising budgets. Prior to Analytic Partners, Aarif worked at Equinox Group in Lexington, MA, where he partnered with large cap pharmaceutical companies to forecast market share and revenue for developmental drugs, utilizing multiple analytical methods.
Aarif graduated with a Bachelor’s degree in International Relations and History from Boston University in Boston, MA.