Today we’d like to introduce you to Ahmad Kareh.
Hi Ahmad , we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
Ahmad Kareh is the founder and CEO of Twist Lab, an award-winning strategic consulting and communications agency based in Salt Lake City. For over two decades, Ahmad has advised organizations ranging from startups to multinational corporations, helping them compete and grow in complex markets through clear strategy, compelling brand messaging, and integrated communications.
Ahmad’s leadership philosophy is rooted in aligning strategy with purpose. His career has taken him from launching startups in both the Middle East and North America to leading international sales and marketing for global enterprises, including Nutraceutical Corporation, where he oversaw negotiations with regulatory bodies and distributors across diverse markets. Earlier in his career, he collaborated with large-caliber organizations such as Halliburton and NASA, gaining first-hand experience in managing high-stakes negotiations and long sales cycles.
In 1999, Ahmad founded Twist Lab to help smaller organizations level the playing field against larger competitors. Under his guidance, Twist Lab has been recognized as a Top 20 Salt Lake City marketing communications agency by Expertise.com and a Top Workplace by the Salt Lake Tribune, with a reputation for blending strategic consulting with execution across branding, public relations, SEO, online reputation management, and integrated marketing communications.
Beyond his entrepreneurial work, Ahmad is deeply committed to education and thought leadership. He teaches marketing, communications, and design at Salt Lake Community College, Utah State University, Westminster College, and Brigham Young University. His dedication to teaching earned him the ACBSP Teaching Excellence Award, a national recognition of his impact in the classroom. Ahmad also contributes regularly to Forbes, sharing insights on marketing strategy, decision-making, and leadership.
Ahmad’s academic journey reflects his belief in continual learning. He holds a BA in Communication Marketing & Advertising from Brigham Young University, an MBA from Utah State University, a Master’s in Management from Harvard University, and certificates in adult education (UC Berkeley), design (University of Utah), and marketing management (Harvard University).
An active community leader, Ahmad serves on several nonprofit boards and has spoken on panels and delivered keynotes for organizations such as the World Trade Center, Utah Council for Citizen Diplomacy, the University of Utah, and Utah State University.
What sets Ahmad apart is his ability to connect the dots between business strategy, human behavior, and communication. His approach is both analytical and empathetic, allowing him to shape strategies that drive growth while honoring the values and identity of the organizations he serves.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Ahmad believes one of the greatest challenges society faces today is deep division within our communities. As an old African proverb reminds us, “If you want to go far, go together.” Yet we are living in a time marked by animosity and polarization not seen since the 1960s. What makes this even more concerning, he notes, is that this reality is deeply felt by many minorities but often remains invisible to nonminorities. When a problem goes unrecognized, its solutions, whether simple or complex, are likely to be overlooked. Ahmad emphasizes that unity cannot be achieved through blame, but through honest confrontation of the issues that divide us. Only then can meaningful progress be made.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Twist Lab, based in Salt Lake City (SLC), is an award-winning strategic consulting and communications agency. Since 1999, we have partnered with organizations dedicated to creating meaningful impact. Our work empowers businesses of all sizes to unlock growth, strengthen their brands, and compete confidently alongside larger corporations.
We take pride in the strong relationships we’ve built with our team and our clients alike. The environment at Twist Lab feels like a growing family, one that expands each time we connect with a new organization and help it achieve its goals.
At our core, we position ourselves as a strategic consulting agency, similar in spirit to leading management consultancies. Our process begins with strategy by defining a brand’s vision, messaging, and visual identity. From there, we translate those foundations into action through integrated marketing communications (IMC) and public relations strategies externally, and employee value propositions (EVP) internally. Finally, we bring these strategies to life through tailored execution, including corporate training, online identity management, customized SEO solutions, and other services designed to meet the unique needs of our clients in Utah and around the world.
Can you tell us more about what you were like growing up?
Growing up, Ahmad was both highly competitive and deeply empathetic, with a strong curiosity about human behavior. At times, these qualities seemed at odds, especially in sports, where his drive to win often clashed with his sensitivity toward others. Over time, as he gained a better understanding of himself, he came to see how these traits complemented each other. That balance between competitiveness and empathy ultimately shaped his path as both a professor and a marketing practitioner, where understanding people and striving for excellence go hand in hand.
Contact Info:
- Website: https://twistlab.com/
- LinkedIn: https://www.linkedin.com/in/akareh/
- Other: https://councils.forbes.com/profile/Ahmad-Kareh-Partner-Twistlab-Marketing/3c8cff02-0d87-40e3-9f2a-ada5009ee3a3
