Senior Designer and Creative Lead at World Wide (Remote)

Developed brand strategy and visual identity for digital startups, defining positioning, tone of voice, and creative direction. Standardized centralized digital brand kits and async design guidelines in Figma to align remote copywriters, web designers, and developers, slashing revision cycles by 25%. Led campaign concept development, including AI-based content creation and video scenario prompts for creative teams. Managed website and app redesign, closely collaborating with UX/UI designers and developers. Developed social media visual direction and content plans, including hands-on content creation and team guidance. Designed digital assets such as a brand book, email templates, and AI-generated visuals. Produced digital design materials for F&B brands, including menus, social content, and promotional assets. Worked with a consultancy on rebranding projects, creating updated brand identities, marketing materials, and website designs aligned with business goals. Defined brand positioning based on customer experience and developed digital presence strategies to improve engagement. Supported go-to-market activities, including campaign rollouts, content creation, and launch materials.

Designer → Assistant Marketing Manager | Creative Lead at Jumeirah, Dubai

DESIGN: Maintained absolute hands-on execution daily within Adobe Creative Suite and AI, establishing pixel-perfect typography, color standards, and layout frameworks across all touchpoints. Designed polished visual assets for campaigns, activations, and physical guestfacing materials including brochures, presentations and custom event collateral. Conceived, storyboarded, and executed high-impact digital display banners deployed across city-wide Digital Out-of-Home (DOOH) screens, in-house digital displays, and in-room guest television networks. Developed custom UI components, responsive landing pages, and application graphic assets, executing layout-formatting updates directly within the brand's CMS platforms. Designed tailored layout architectures and visual systems for a continuous schedule of 2–3 weekly CRM email marketing campaigns and monthly member newsletters, consistently optimizing email engagement and click-through rates. Created content for social media and SMM brand guidelines. Translated creative direction into strong visual outputs, including moodboards, references, and shot direction. CREATIVE LEADERSHIP AND MARKETING: Built an autonomous, remote-first creative pipeline, managing digital production calendars and conducting async design reviews/loom walk-throughs to guide a global network of up to 15 creative specialists. Partnered collaboratively via Slack and Notion with distributed marketing teams to execute 4-6 Meta and Google Ads campaigns per quarter, made multiple asset variations to support data-driven A/B testing and performance optimization. Led the end-to-end social content production engine by writing native video scripts for social media channels, organizing shot lists, compiling call sheets, and directing 2–4 high-end lifestyle photography and video shoots monthly. Directed the spatial concept design, environmental graphics, signage, and on-site brand styling for 4–6 premium member events and global brand collaborations (including Lululemon and Wilson) per month. Grew the brand’s organic Instagram community from 1,000 to 7,000 active followers, scaled digital lead generation by up to 30%, and achieved zero physical print errors through rigorous artwork and pre-flight production audits.

Designer → Creative Lead at Golden Cube, Dubai

Developed brand strategies and visual systems, strengthening positioning in the luxury real estate and design market. Built brand guidelines and identities from logo to website and full visual communication, ensuring consistency across all touchpoints. Designed and managed production of marketing materials, including presentations, brochures, and business cards. Created concept boards for commercial and residential projects, presenting visual ideas to clients and supporting business development. Coordinated creative teams, draftsmen, and project managers to ensure smooth delivery. Identified and resolved UI navigation friction points, reducing user drop-off rates and optimizing conversion paths to measurably increase organic website traffic. Supported exhibitions and events, enhancing brand visibility

Art Director | Digital Designer at Wellclubs (SaaS), Dubai

Designed mobile app interfaces and responsive web layouts for proprietary CRM software, balancing strict usability principles with premium wellness brand aesthetics. Created detailed design specification comps, visual asset variations, and interactive prototypes to ensure developer alignment and seamless digital consumer journeys. Identified and resolved critical UI navigation friction points, reducing user drop-off rates and measurably increasing organic website traffic via visually optimized layouts.