Ayash is a core member of the firm’s Industrial Goods and Marketing, Sales & Pricing (MSP) practices working with clients at the intersection of the two. He brings more than 20 years of experience in commercial and marketing topics, including operating models and large-scale transformations to digital, e-commerce, brand, and performance marketing.

Ayash currently focuses on automotive (passenger and commercial) and mobility industries in addition to infrastructure. He works with top management on driving profitable growth, sustainable change, and lasting capabilities.

Before joining BCG, Ayash headed e-commerce, direct-to-consumer, and digital marketing for a PE-backed premium pet food company. Between 2017 and 2020, he was Founder & CEO of a visual experiences marketplace that was successfully acquired by Leica Camera USA. Prior to that, he was core member of McKinsey & Company's Marketing & Sales practice, where he led marketing effectiveness and digital topics for leading CPG, retail, automotive and luxury companies.