Headline

Design & Creative Transformation Leader | AI-First Creative Systems | Global Brand Experience | Ex-Amazon, Glance | Building Scalable Creative Organisations

About

I build and transform how brands create, scale, and perform in a world driven by speed, data, and AI. With over two decades of experience across global platforms and high-growth ecosystems, I specialise in designing creative organisations that are not just visually strong—but operationally intelligent, culturally aware, and performance-driven. My work sits at the intersection of: Brand storytelling AI-powered creative systems High-velocity content operations Global design leadership I’ve led large-scale creative transformations at companies like Amazon and Glance—building multi-market teams, defining brand architectures, and integrating AI into end-to-end creative workflows. What differentiates my approach is simple: I don’t just build brands—I build systems that allow brands to scale consistently, intelligently, and globally. What I’ve driven at scale: Reduced creative production timelines by 60% through AI-led workflows Built and led multi-country creative teams across India, Japan, Indonesia, and North America Defined identity systems for 10+ brands across product, marketing, and content ecosystems Delivered high-impact 360° campaigns driving measurable growth across categories Created data-integrated creative frameworks improving brand sentiment by 80%+ I thrive in environments where: ambiguity needs structure scale demands systems and creativity must deliver business outcomes

Location

Bengaluru

AI stack

claude code

gemini

grok

midjourney

openai

perplexity

Work experience

Director – Design & Creative Transformation at Glance, Jul 2021 - Oct 2025 · 4 yrs 4 mos, Bengaluru, Glance is one of the world's largest lock screen content platforms, reaching 400M+ users across South and Southeast Asia. What I built and led: AI-First Design Integration: Pioneered the adoption of AI into Glance's creative processes — one of the earliest and most comprehensive AI integrations in a design function in India. This wasn't just tool adoption; I developed a proprietary AI-first creative methodology that fundamentally changed how we ideated, produced, and optimised creative assets. Result: 60% reduction in concept-to-execution time and dramatically scaled output without scaling headcount. Google Partnership: Collaborated directly with Google to develop and implement AI-driven design tools that enabled automated creative asset generation, real-time content optimisation, and data-driven decision-making for large-scale marketing campaigns. Multi-Brand Design System: Developed and implemented brand guidelines across 7 distinct brands — Glance, Roposo, Nostra, Hi-Score, Thyme (NFT), Novo, and 1Weather — ensuring each brand had a distinct, consistent visual identity across products, marketing, and communications. International Team Leadership: Led cross-cultural creative teams spanning Indonesia, Japan, and North America — managing designers, video editors, and production teams across time zones, languages, and creative sensibilities. Creative Excellence Standards: Established company-wide creative standards that improved overall output quality by 70%, creating frameworks for consistency, craft, and speed. Purpose-Driven Brand Strategy: Launched brand initiatives that shifted audience perception at scale, resulting in an 85% increase in positive brand sentiment. Talent Development: Mentored and developed the next generation of creative talent within the organisation, building a culture of curiosity, craft, and creative courage.

Creative Director - Central Marketing | Amazon India at Amazon, Oct 2018 - Jul 2021 · 2 yrs 10 mos, Amazon India is one of the country's most competitive and dynamic e-commerce environments. As Creative Director for Central Marketing, I was responsible for the creative vision behind some of India's most recognisable digital campaigns — across some of Amazon's biggest product lines. What I built and led: Owned the Creative Voice of Amazon India: Led the Central Marketing creative department, responsible for all integrated brand communication across Amazon's core products and services — Prime, Amazon Pay, Amazon Pharmacy, Amazon Grocery, Alexa, Echo, Kindle, and Fire TV. 360-Degree Campaigns: Strategically planned and executed multiple pan-India, 360-degree campaigns spanning digital, OOH, social, and broadcast — building brand equity while driving measurable performance outcomes. Sale Event Creative: Architected the creative strategy for Amazon's major sale events throughout the year (Great Indian Festival, Prime Day, etc.), driving significant traffic growth through high-impact, thumb-stopping creative assets. Brand Guidelines for New Category Launches: Crafted and owned brand identity guidelines for every new Amazon India category launch — ensuring a consistent, premium brand experience from day one of every new business vertical.

Creative Director - Amazon Fashion | Amazon India at Amazon, Aug 2016 - Oct 2018 · 2 yrs 3 mos, In addition to Central Marketing, I led the creative direction for Amazon Fashion — one of the most visually demanding and brand-sensitive verticals in the Amazon India ecosystem. What I built and led: India-First Brand Guidelines for Amazon Fashion: Created a distinct, India-specific brand identity for Amazon Fashion — balancing Amazon's global design principles with the tastes, aesthetics, and cultural nuances of Indian fashion consumers. Shopping Experience Redesign (A/B Testing): Redesigned detailed product pages and shopping experience using rigorous A/B testing, resulting in a 40% increase in CTR — a significant performance win for one of Amazon's highest-traffic verticals. Private Label Brand Launches: Conceived and launched multiple private label fashion brands — Symbol, Myx and The Designer Boutique Store — each with a differentiated brand identity, tone, and visual world. 50+ Digital Stores: Created an engaging, visually rich platform experience across 50+ branded digital storefronts — setting a new benchmark for fashion e-commerce presentation in India. Traffic Growth: Drove consistent traffic growth through refreshed creative content and price-point store strategies designed for customer acquisition.

Creative Director at Myntra, Sep 2014 - Aug 2016 · 2 yrs, Bangalore, Myntra is India's leading fashion e-commerce platform. I joined during a critical growth phase, leading creative direction for one of India's most design-forward digital brands. What I built and led: Editorial Brand Identity: Designed and developed Myntra's branded editorial content — establishing a visual language that elevated the platform beyond transactional e-commerce into aspirational fashion storytelling. Studio from Scratch: Supervised the creation of Myntra's first in-house editorial studio — a foundational investment that transformed the quality and speed of fashion content production. Team Building & Mentorship: Trained and mentored 30+ graphic designers and stylists, building one of India's first specialised in-house fashion creative teams. Print & Video Editorial Portfolio: Managed the full fashion editorial portfolio across print and video — ensuring a cohesive, premium visual identity across every touchpoint.

Creative Director at Contract Advertising, Oct 2011 - Sep 2014 · 3 yrs, Bengaluru, India, Contract Advertising is one of India's most storied advertising agencies (part of the WPP Group). As Creative Director, I led campaigns across major national brands, combining strategic thinking with high-craft execution. Ideated and created fashion-forward campaigns for iconic Indian brands including Jockey, Acer, and Shell. Designed best-in-class brand guidelines for new business pitches and launches. Led integrated campaigns across print, digital, and broadcast.

Founder - Creative Head at Noise Advertising, Feb 2010 - Oct 2011 · 1 yr 9 mos, India, Founded and directed Noise Advertising, an independent creative agency built from the ground up. Led the South India creative team in winning 5 new clients within a single year — a testament to the quality of thinking and the power of independent creative positioning. Built agency culture, creative processes, and client relationships from zero.

Education

British Higher National Diploma, Corporate Identity, Advertising Strategy, Brand Management, Packaging, Printmaking, Photography, Wigan & Leigh College of Art & Design