Dr Ashraf Hossain is a strategic and dynamic professional who works in the traditional space of retail, whilst simultaneously developing and growing high-performing E-commerce businesses. As a driven and target-focused leader at heart, he has been involved in various retail and e-commerce projects, in both the UK and Bangladesh. Dr. Hossain is an expert on DIY retailing and e-commerce adoption and integration. Dr. Hossain is currently serving as a Director for DIY Giant and managing partner for Genuine Wholesale, with more than 15 years of previous work experience in sales, e-commerce, marketing, strategic management, and consulting. He also worked as a marketing consultant for Landmark Private Finance, the Canary Wharf-based boutique private finance company. Based on the company's core competency, Dr. Ashraf reshaped the company's marketing strategy and secured the top place in Canary Wharf in search most search engines. Moreover, Dr. Hossain was also the co-founder and managing partner of Bangladesh’s one of the largest DIY retailers, where he developed and managed relationships with hundreds of suppliers and thousands of customers and was one of the early adopters of the DIY movement across the entire region.Academically, Dr. Hossain has earned three degrees, including a Doctorate in Business Administration, from the University of the West of Scotland (UWS), where he solved one of the major problems of the British retail industry, e-commerce adoption and internationalisation, for independent retailers in the UK by developing a practical e-commerce adoption model, "Piggyback-style E-commerce Adoption and Internalisation Model". Moreover, an MSc in International Marketing (Merit) from London South Bank University (LSBU), and a BBS Honours in Marketing (First Class) from the National University of Bangladesh.