Tariq Hassan on Aligning Purpose With Impact

What I’ve Learned

When Tariq Hassan was approached about a major leadership role, his instinct was to turn it down. The role didn’t seem like the kind of marketing challenge he wanted. But a mentor, Antonio Lucio, encouraged him to reframe the opportunity.

“It wasn’t about the title. It was about the impact I could have.”

That conversation shifted everything. Tariq realized leadership wasn’t about chasing the next flashy challenge. It was about aligning his personal purpose — empowering great people and building inclusive teams — with the impact the role would allow him to have.

How I’ve Sharpened

Since then, Tariq has sharpened practices that keep his leadership anchored in authenticity, purpose and impact:

• Being true to yourself. He anchors his identity to who he truly is, not just who he is for the business. 
• Purpose as a filter. He evaluates opportunities by asking: “Does this role allow me to empower people and create lasting change?”
• Legacy mindset. Instead of short-term wins, he measures success by the difference he makes in people’s lives and careers.
• Empowering teams. He creates conditions for people to grow, knowing his greatest impact comes through them. “Leadership is not about being the smartest in the room. It’s about making the room smarter.”
• Re-center in service. When faced with tough calls, he grounds himself in serving both the team and the broader mission.

Why It Matters

Tariq reminds us that purpose begins with authenticity. Knowing who you are and being unwilling to compromise that creates a foundation for clarity and steadiness. 

“As important as it is to help you to identify who you are, it's even more important to identify who you're not. And there was a moment where I realized that had nothing to do with business. It's just uncomfortable to not be who you are.”

About Tariq Hassan

Tariq Hassan is the former Chief Marketing and Customer Experience Officer of McDonald’s USA. He has also held senior leadership roles at Petco, HP, Bank of America, and PepsiCo. Known for aligning marketing with cultural leadership, he is a mentor and advisor recognized for building courageous teams and empowering people to lead with purpose.