Senior Art Director at UMM

Led and inspired the creative team by cultivating a dynamic environment that encouraged innovative thinking and results-driven output. Conceptualised and executed integrated campaigns across social, digital, activations and OOH, driving brand storytelling to strengthen identity and positioning. Collaborated with cross-functional teams to deliver cohesive and integrated creative outputs. Ensured creative solutions aligned with business goals, customer needs and industry trends. Crafted engaging concepts and visual outputs that cut through the clutter. Collaborated with multiple freelance creatives, consistently expanding the agency’s creative network. Managed design resources, budgets and timelines to ensure efficient project delivery. Stayed abreast of industry trends and emerging technologies, integrating them into the creative process to maintain a competitive edge.

Art Director at UMM

Directed all visual components in collaboration with copywriters, designers and strategists from concept through to completion. Took ideas from ‘page to screen’, effectively driving art-based creative solutions. Leveraged cultural insights, data and strategy for impactful ideation, applying design-led creative thinking to bring ideas to life. Demonstrated expert-level design skills, working proficiently across Adobe Creative Suite, Figma and AI tools to successfully deliver projects from conception to completion.

AI Integration at UMM

Integrated AI tools into workflows to accelerate concept development and production. Directed the global Logitech G campaign, using AI to shape the creative vision. AI-driven concepting and storyboarding while adhering to brand guidelines. Combined AI capabilities with traditional art direction to deliver multi-channel campaigns.

Creative Lead at Ally Fashion

Managed a team of 8 creatives, reporting to the National Operations Manager. Oversaw all creative production, including art direction for campaign shoots, seasonal campaign roll-out across multiple channels, digital ads and branding. Formulated and implemented strategic online marketing plans, handled budgets, schedules and closely monitored market trends.