As the leader of al Qaeda’s operations during the Syrian civil war, Abu Mohammed al-Golani maintained a low profile, even as his faction emerged as the dominant force opposing President Bashar al-Assad. However, he has since become the most recognized insurgent in Syria, having gradually embraced the public eye after breaking away from al Qaeda in 2016, rebranding his organization, and establishing himself as the de facto authority in the rebel-controlled regions of northwestern Syria.

This shift was evident when Golani’s group, Hayat Tahrir al-Sham (HTS), previously known as the Nusra Front, played a pivotal role in the recent capture of Aleppo. Golani took center stage, delivering messages intended to reassure Syrian minorities who have historically been wary of jihadist groups. As the rebels advanced into Aleppo, the largest city in pre-war Syria, a video captured him in military attire, directing operations via phone and reminding his fighters to prioritize the safety of civilians while prohibiting them from entering private homes.

On Wednesday, he toured the citadel of Aleppo, accompanied by a fighter holding a Syrian revolution flag—an emblem that Nusra had previously rejected as heretical but which Golani has recently adopted, signaling a shift towards Syria’s broader opposition. Joshua Landis, a Syria expert and director of the Center for Middle East Studies at the University of Oklahoma, remarked, “Golani has outsmarted Assad. He has adapted, formed new alliances, and launched a charm offensive towards minority groups.”

Aron Lund, a fellow at the think tank Century International, remarked that both Golani and HTS have undergone significant changes, although they still maintain a “pretty hardline” stance. He noted, “This is a public relations effort, but their willingness to engage in such initiatives indicates a shift from their previous rigidity. Traditional al Qaeda or the Islamic State would not have taken such steps.”

Golani and the Nusra Front rose to prominence as the most formidable among the various rebel factions that emerged during the early stages of the insurgency against Assad over a decade ago.

Prior to establishing the Nusra Front, Golani fought for al Qaeda in Iraq, where he spent five years incarcerated by U.S. authorities. He returned to Syria at the onset of the uprising, having been sent by the then-leader of the Islamic State in Iraq, Abu Omar al-Baghdadi, to strengthen al Qaeda’s foothold in the region. In 2013, the United States designated Golani as a terrorist, citing his role in efforts to overthrow Assad and implement Islamic sharia law in Syria, as well as Nusra’s involvement in suicide attacks that resulted in civilian casualties and promoted a violent sectarian agenda.

Turkey, the primary foreign supporter of the Syrian opposition, has classified HTS as a terrorist organization while backing other factions operating in the northwest.

RAPID EXPANSION

Golani conducted his first media interview in 2013, obscured by a dark scarf and presenting only his back to the camera. In that interview with Al Jazeera, he advocated for governance in Syria based on sharia law. Fast forward eight years, he appeared for an interview with the U.S. Public Broadcasting Service’s FRONTLINE program, facing the camera and dressed in a shirt and jacket.

Golani characterized the terrorist label as unjust and expressed his opposition to the killing of innocent individuals. He elaborated on the rapid growth of the Nusra Front, which expanded from six members accompanying him from Iraq to 5,000 within a year. However, he asserted that his group has never posed a threat to the West. “I emphasize that our association with al Qaeda has concluded, and even during our time with them, we opposed conducting operations outside of Syria. It is entirely against our policy to engage in external actions.”

He engaged in a fierce conflict with his former ally Baghdadi after the Islamic State attempted to absorb the Nusra Front in 2013. Despite its connections to al Qaeda, Nusra was perceived as more lenient and less oppressive in its interactions with civilians and other rebel factions compared to the Islamic State.

The Islamic State was eventually driven from the territories it controlled in both Syria and Iraq by a coalition of adversaries, including a U.S.-led military alliance. As the Islamic State was disintegrating, Golani was solidifying the influence of HTS in the northwestern Syrian province of Idlib, where he established a civil administration known as the Salvation Government. The Assad regime regards HTS as terrorists, along with the other rebels who rose against Damascus.

As Sunni Muslim rebels advance, the HTS administration has released multiple statements aimed at reassuring the Shi’ite Alawites and other minority groups in Syria. One such statement encouraged the Alawites to distance themselves from Assad’s regime and participate in a future Syria that “rejects sectarianism.”

In a message directed at residents of a Christian town located south of Aleppo on Wednesday, Golani assured them of protection and the safeguarding of their property, urging them to stay in their homes and resist the Syrian government’s “psychological warfare.”

Lund remarked, “He is a key figure— the leading rebel leader in Syria and the most influential Islamist.” He noted that HTS has demonstrated “logistical and governance capabilities” by effectively managing its territory in Idlib for several years.

“They have embraced the symbols of the broader Syrian uprising… which they now utilize to assert their claim to the revolutionary legacy— stating that ‘we are part of the 2011 movement, the people who rose against Assad, and we are also Islamists.'”