I'm Sumayah Rassool, a strategy consultant passionate about solving complex problems and delivering meaningful, measurable impact. I bring experience across strategy development, commercial due diligence, segmentation, and go-to-market planning with a strong track record in emerging markets. I thrive where strategy must be both visionary and executable. I have cross industry experience but have a deep interest and expertise within the tourism industry, particularly with destination development and enablement strategies including the implementation of those strategies.…

Sumayah Rassool

I'm Sumayah Rassool, a strategy consultant passionate about solving complex problems and delivering meaningful, measurable impact. I bring experience across strategy development, commercial due diligence, segmentation, and go-to-market planning with a strong track record in emerging markets. I thrive where strategy must be both visionary and executable. I have cross industry experience but have a deep interest and expertise within the tourism industry, particularly with destination development and enablement strategies including the implementation of those strategies.…

Available to hire

I’m Sumayah Rassool, a strategy consultant passionate about solving complex problems and delivering meaningful, measurable impact. I bring experience across strategy development, commercial due diligence, segmentation, and go-to-market planning with a strong track record in emerging markets.

I thrive where strategy must be both visionary and executable. I have cross industry experience but have a deep interest and expertise within the tourism industry, particularly with destination development and enablement strategies including the implementation of those strategies.

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Language

English
Fluent

Work Experience

Consultant at Accenture South Africa
November 1, 2025 - Present
Part of the Growth Strategy team within the Strategy and Consulting practice of Accenture South Africa. Supporting the delivery of a mutual system creation and delivery for a large insurance company, from formulating the strategic design to overseeing product development and user testing.
Engagement Manager at Letsema Consulting and Advisory
July 1, 2025 - November 1, 2025
Managed client account and delivery across multiple international client projects including large scale segmentation, activation strategies, market research, destination development and data analysis. Global market reach for projects included South Korea, Canada, Saudi Arabia and other regions in the Middle East. Managed project delivery and a team of three, allocating resources to optimize efficiencies and ensure timeous delivery, whilst retaining skills development of my team at the core of project activities.
Senior Consultant at Letsema Consulting and Advisory
December 1, 2023 - July 1, 2025
Delivered across multiple project types including strategy development, facilitation, due diligence, customer satisfaction and brand health tracking, internal organisational research on diversity and transformation and implementation. Sectors included tourism, waste management, agriculture and chemical manufacturing, banking and financial services. Started managing a client account and a team of analysts independently in November 2024, supporting multiple projects for the client and representing the client team in engagements with their international clients.
Consultant at Letsema Consulting and Advisory
November 1, 2022 - December 1, 2023
Delivered research and analysis across various projects, and proactively supported thought leadership and strategy development in areas such as market entry strategies, commercial and operational reviews and strategy facilitation.
IT Project Manager at Hepstar
June 1, 2021 - October 1, 2022
Joined Hepstar (an insure-tech) startup to understand the rising startup space within Africa and gain first-hand insight into the evolving dynamics of modern businesses. Within the business, performed multiple roles – primarily supervising the end-to-end API integration process. Ensuring collaboration and timeous deliveries across the product, dev and configuration teams. Engaged with global clients to manage project delivery, reporting directly to the COO. Managed reporting to executive teams and enabled HR functions such as onboarding and training.
Investment Consultant, Client Service Specialist at Allan Gray
March 1, 2019 - May 1, 2021
Started as an investment consultant, leveraging deep industry and financial market knowledge to investors and financial advisors alike. Transitioned into an implementation role to roll out the POPIA compliance mechanisms across the department before joining the client experience team as a specialist. Led process improvement initiatives, monitored service quality, and engaged cross-functional teams to implement enhancements. Gained deep exposure to financial products, client servicing, and POPIA compliance.
Investment Consultant / Client Service Specialist at Allan Gray
March 1, 2019 - May 1, 2021
Leveraged deep industry and financial market knowledge to investors and financial advisors; led POPIA compliance rollout across the department; enhanced client experience through cross-functional process improvements.

Education

BCom Honours at University of Cape Town (UCT)
January 11, 2030 - February 5, 2026
BCom at University of Cape Town (UCT)
January 11, 2030 - February 5, 2026
NSC at Verulam Secondary
January 11, 2030 - February 5, 2026

Qualifications

Bachelor of Commerce: Economics and Statistics
January 1, 2014 - December 30, 2018
Bachelor of Commerce Honours in Financial Analysis and Portfolio Management
January 1, 2019 - June 30, 2021

Industry Experience

Professional Services, Financial Services, Travel & Hospitality, Manufacturing, Agriculture & Mining, Software & Internet
    paper Tourism and Marketing Strategy Development

    Lead the delivery of a detailed tourism enablement strategy for a destination within Sub-Saharan Africa. A UNESCO world heritage site that struggle to recover from the aftermath of tourism decline post the covid pandemic. The destination witnessed a decline in both domestic and international tourist, leading to the decline of tourism supply within the area and site maintenance being de-prioritised.

    In developing the strategy, we visited the area and performed a SWOT analysis and well as extensive stakeholder engagements to understand the on-the-ground reality of the destination, local communities and struggles being encountered.

    The strategy delivered looked at both, tourism demand initiatives and tourism supply enablement, with a particular focus on a third elements being destination enablement through the establishment of a Destination Development and Marketing Organisation to drive the promotion of the tourism interest of the destination across the private and public sector with representatives of all sectors being part of the organisation. We established the organisation, delivered a business plan, marketing and branding artefacts and well as kickstart funding for a portion of the marketing expenses.