Ashraf plays a key role in managing Pitchfork and its clients. From strategy to alliances and execution, Ashraf is among the lead players. Previously, he was Vice-President - Content & Insights at MSLGROUP in India. Having been a journalist for more than 16 years, Ashraf's role was to conceptualise and execute high-value content projects -thought papers, research, white papers, articles and books. He also headed the research and insights function, working with leading Indian corporations and MNCs.
He led the media training function, a crucial client requirement. Beginning his career with 'Mid Day' in 1995, he graduated to leadership roles soon. He went on to lead the newsroom at 'Bombay Times' and operations at 'Maharashtra Herald' (now 'Sadat Times'). In 2004, he was appointed senior assistant editor at 'Hindustan Times', Mumbai. Here, too, he was made head of the newsdesk, leading large teams and major initiatives. He left the newspaper in 2011 as senior associate editor, heading all major news projects. In January-February 20IT, he headed a USAID-funded project, training Afghan journalists in Kabul. Ashraf maintains an active blog and engages in online communities.
He has an MBA in e-business from the Canadian School of Management.