Yassine leads the advisory teams at Mutual Value Labs working directly with organizations to translate their vision, purpose and mission into outcome-based strategy, measurable impact and organic growth. 

After joining Mars Catalyst in 2006, Yassine led for several years Mars’ Evidence-Based Marketing programme, helping pioneer data-driven approaches to understanding commercial performance, consumer behaviour and business impact. He has in the next 10 years played a central role in the development and deployment of the Economics of Mutuality approach.

He has worked extensively with senior leadership teams advising on transformation initiatives spanning strategy, culture, innovation, capability building and stakeholder value creation. He has helped train more than 400 senior executives across and has acted as a mentor and trusted advisor to many senior leaders navigating organisational transformation.

Yassine has an engineering degree from the Ecole des Mines de Paris and has contributed to broader thought leadership around the Economics of Mutuality, ecosystem orchestration and responsible business transformation (Putting Purpose Into Practice book, short articles 1, 2 and 3)  

Yassine has a strong personal interest in science education, he has contributed to the translation of the Khan Academy mathematics content in French and volunteers in tutoring high school and early university students in math and science.