As the commander of al Qaeda’s franchise in the Syrian civil war, Abu Mohammed al-Golani kept out of the public eye .
He chose to stay away from the limelight even when his group became the most powerful faction fighting President Bashar al-Assad.
Today, he is the most recognisable of Syria’s triumphant insurgents, having gradually stepped into the limelight since severing ties to Al Qaeda in 2016.
He has rebranded his group and emerged as the de facto ruler of rebel-held northwestern Syria.
The transformation has been showcased since rebels led by Golani’s Hayat Tahrir al-Sham (HTS), formerly known as the Nusra Front, swept through the nation and declared they had ousted Assad on Sunday after seizing the capital Damascus.
Golani has featured prominently in the takeover, sending messages aimed at reassuring Syrian minorities who have long feared the jihadists.
“The future is ours,” he said in a statement read on Syria’s state TV, urging his fighters not to harm those who drop arms.
When rebels entered Aleppo, pre-war Syria’s largest city, at the start of their sweep to Damascus, a video showed Golani in military fatigues issuing orders by phone.
He reminded fighters to protect the people and forbidding them from entering homes.
He visited Aleppo’s citadel along with a fighter waving a Syrian revolution flag.
The flag was once shunned by Nusra as a symbol of apostasy but recently embraced by Golani in a nod to Syria’s more mainstream opposition.
“Golani has been smarter than Assad. He’s retooled, he’s refashioned, made new allies, and come out with his charm offensive towards minorities’, said Joshua Landis, a Syria expert at the University of Oklahoma.
Golani and the Nusra Front emerged as the most powerful of the multitude of rebel factions that sprang up in the early days of the insurgency against Assad over a decade ago.
Before founding the Nusra Front, Golani had fought for al Qaeda in Iraq, where he spent five years in a U.S. prison.
He returned to Syria once the uprising began.
The leader of the Islamic State group in Iraq at the time – Abu Omar al-Baghdadi – sent him to build up al Qaeda’s presence.
The U.S. designated Golani a terrorist in 2013, saying that Al Qaeda in Iraq had tasked him with overthrowing Assad’s rule and establishing Islamic sharia law in Syria.
It said that Nusra had carried out suicide attacks that killed civilians and espoused a violent sectarian vision.
Turkey, the Syrian opposition’s main foreign backer, has designated HTS a terrorist group, while supporting some of the other factions that fight in the northwest.
Golani gave his first media interview in 2013, his face wrapped in a dark scarf and showing only his back to the camera.
Speaking to Al Jazeera, he called for Syria to be run according to sharia law.
Some eight years later, he sat down for an interview with the U.S. Public Broadcasting Service’s FRONTLINE programme, facing the camera and wearing a shirt and jacket.
Golani said the terrorist designation was unfair and that he opposed the killing of innocent people.
He detailed how the Nusra Front had expanded from the six men who accompanied him from Iraq to 5,000 within a year.
But he said that his group had never presented a threat to the West.
Golani fought a bloody war against his old ally Baghdadi after Islamic State sought to unilaterally subsume the Nusra Front in 2013.
Despite its A Qaeda ties, Nusra was regarded as more tolerant and less heavy handed in dealings with civilians and other rebel groups compared to Islamic State.
Islamic State was subsequently beaten out of territory it held in both Syria and Iraq by an array of adversaries including a U.S.-led military alliance.
As Islamic State was collapsing, Golani was cementing the grip of HTS in the northwestern Syrian province of Idlib, establishing a civil administration called the Salvation Government.
Assad’s government viewed HTS as terrorists, along with the rest
of the rebels.
With the Sunni Muslim rebels now in control, the HTS administration has issued statements seeking to assure the Shi’ite Alawites and other Syrian minorities.
One statement urged the Alawites to be a part of a future Syria that “does not recognise sectarianism”.
In a message to residents of a Christian town south of Aleppo, Golani said they would be protected and their property safeguarded.
He urged them to remain in their homes and to reject the Syrian government’s “psychological warfare”.
“He’s really important. The main rebel leader in Syria, the most powerful Islamist,” said Lund.
He said HTS had displayed “logistical and governance capacity” by ruling its own territory in Idlib for years.
