Sanjeev Kumar Balakrishnan

Led creative strategy and iteration, driving integrated campaign concepts and production direction while scaling creative output and maintaining quality standards across large-scale performance needs. Built and led creative pods, established briefing/review workflows, and integrated AI-enabled production processes to reduce costs for comparable AI video formats. Partnered with growth, marketing, and product teams from brief through delivery and iteration, contributing to measurable improvements including improved ROAS and reduced CAC (from ₹500 to ₹75) with CTR more than doubling. Directed brand direction during a B2C to B2B transition, aligning campaign communication, product messaging, and internal delivery. Managed creative and production budgets and drove system-level improvements across packaging, app, web, retail, photography, motion, and performance creative during national expansion.

Directed FCB’s digital creative function and the Bushfire unit, leading a multidisciplinary team across design, copy, and video to build integrated campaign delivery across touchpoints. Owned strategy, pitches, and integrated creative execution—spanning campaigns, films, brand identity, digital experiences, and UI/UX. Led interface and interaction design for digital products, including accessible experiences for visually impaired users in collaboration with product and development teams. Drove art direction for long-running British Airways and Nestlé campaigns recognized internationally, contributing to growth targets including helping Bushfire reach ₹2 crore annual revenue. Managed end-to-end creative direction from interface to story, ensuring cohesive messaging and performance outcomes.

Contributed to UI/UX design work for digital products, supporting interface and interaction design under creative direction. Focused on improving user experiences through thoughtful design and collaboration with product and creative teams.