About me

A UX-driven expert and creative head with 14+ years in devising brand strategies, leading high-impact marketing campaigns, developing brand identities, marketing collateral and design work for some of the leading brands in the region as well as globally. A proficient and MIT-certified UX practitioner, specialising in Human-Computer Interaction for User Experience Design. Well versed with managing large and geographically dispersed teams, and counselling C-suite leadership and senior management on brand strategies.

Global Creative Head

February 2014 ? Present
UAE Exchange/ Unimoni, UAE

Heading a creative team spanning across UAE and Chennai, India, while overlooking the creative development, branding and promotion of UAE Exchange and Unimoni across 28 plus countries.


Launched the new identity for UAE exchange, led the rebranding exercise, in 18 countries and change the messaging across all the platforms, 500+ retail, 18 websites, 12 languages, and multiple social media pages.
Organized and supervised the naming write exercise of the Red Line Metro Station in UAE Exchange?s name.
Drove the launch identity, completing the impact in 6 months and achieved a high brand score of awareness reaching 34 points during the transition period.
As part of the exercise to secure naming rights for the UAE Exchange metro station, served as a key member of the negotiation team and ensuring the brand received all the advantages accorded with the naming rights by working with the legal team. Led all brand-related implementation efforts including Metro, street, and train branding.
Oversaw key sports sponsorships and developed a communication strategy and ground activity calibrated to achieve the best results.
Designed the video collateral for (UAC) Unimoni Asia Cup (Cricket) / Unimoni as Title Sponsor, which in 15 days video views on social media crossed 20 million.
Achieved 28 million views in social media with less than 22 videos as part of the Asia Football Confederation tournament.
Created cutting edge user experience for the financial industry in social media for the first time.
Worked with Leading Brand Ambassadors and influencers like Katrina Kaif, Fahad Faasil, Khaled Al Ameri etc.
Created the Brand Mascot and marketed it continuously over a span of 4 years, resulting in an increase in engagement by 37%.

Art Director


The firm was established in the UAE in 2000 and now has over 1,000 people across four main divisions ? advertising, digital, shopper marketing and PR. Started career at TBWA in 2008 as a Sr. Graphic Designer, steadily rising over the years to become an Art Director.


Creating and Running F1 campaigns across the globe for Abu Dhabi Racing for 3 years 09/10/11.
Creating and Running AL Jazera club marketing Campaign aiming to fill 45K stadium, achieving 150K.
Creating and Running Australia Rugby campaign for Etihad Airways.
Creating B2B Campaigns for twofour 54ยบ.
Working on Arabisation of Apple collaterals in the MENA Region.

Key Responsibilities:

Planned and executed creative campaigns for corporate promotions and launching of new initiatives.
Managed multiple projects, with the ability to switch from one to the other seamlessly, meet deadlines and stay within budget constraints.
Handled all client queries, liaising with a team of account managers, business associates, editors, translators and the operations teams of clients.
Worked closely with the copywriter to generate creative ideas and concepts to fulfils the client?s brief; produced sketches or ?storyboards? (television) or ?roughs? or ?scamps? (print) to communicate ideas to the client.
Met with the creative director and account managers before presenting ideas to clients, briefed other members of the creative team, commissioned photographers, artists or film-makers to work on projects.
Advised on new creatives, reviewing their ?books? and managing new teams on placement with the agency.
Improved campaign results by studying, evaluating, and re-designing creative processes in addition to implementing changes.