CD
Creative & Marketing Design Leader

Creative Director

15+ YRS EXPERIENCE

// MY STORY

I build the engines behind the creative.

My career has taken me from writing code and animating to directing cross-functional teams and managing complex brand ecosystems. Because I spent my early years as a developer and designer, I don’t just know what looks good—I understand how things are built, how to talk to developers, and how to scale design workflows without burning people out.

At Affinity Global, my focus has been establishing design operations for multiple parallel ad-tech brands. I take fragmented setups and rebuild them into clean, high-performing systems where teams can execute rapidly and reliably against enterprise marketing KPIs.

15+
Years Design Journey
6
Brands Consolidated
100%
On-Time Execution
20X
Engagement Uplift
// THE CREATIVE DIRECTOR SHOWCASE (SECTION A)

Executive Case Studies

Curated evidence of operational transformation, unified brand architecture, visual craft standards, and design automation.

PROJECT 1: DEPLOYED SYSTEM Affinity Central Marketing Design Team

Building a Centralized Creative Engine From Scratch

[ The Challenge ]

When I stepped into my leadership role at Affinity, we were looking after 6 entirely different business units. There was no central hub, no standardized rules, and no structured way of working. It meant constant communication bottlenecks, uneven quality, and missed timelines.

[ The Strategy ]

I collaborated closely with our Creative Director and business heads to change how we functioned. I built the Central Marketing Design Team from the ground up. To make sure everyone knew how to work together, I established our first real Standard Operating Procedures (SOPs). This set clear timelines and delivery rules for every project, making communication between marketing managers and designers completely seamless.

// Figma System Execution Dashboard

FIGMA SYSTEM ENGINE CONNECTED
▼ 📁 affinity-global-tokens
├── 🎨 color-variables (Shared)
├── 🔤 typography-rules (Inter Base)
└── 📏 structural-grids
▼ 📁 component-libraries
├── 📊 deck-master-slides
├── 📱 interactive-ad-frames
└── 📧 responsive-email-grids
▼ 📁 business-unit-modules
├── 🔵 mCanvas_Assets
├── 🟢 VEVE_Branding
└── 🔴 SitePlug_Templates

Click folders to inspect our DesignOps infrastructure

[ Brand Playbooks ]

I designed complete brand guidelines for all 6 business units, defining the exact rules for what our creative could and couldn't look like.

[ Ready Templates ]

I built out master templates for each brand so the team never had to start from a blank page.

[ Figma Pipeline ]

I completely reorganized our Figma file structure for every business unit to facilitate developer translation.

[ Motion Hub ]

Recognizing the growing need for video, I built a dedicated motion graphics team from the ground floor.

[ THE OUTCOME ]

We transformed a scattered group of individual designers into a highly disciplined, synchronized unit that consistently smashed marketing targets and delivered premium events collateral on time, every time, from initial concept to physical delivery.

PROJECT 2: RESTRENGTHENING Phase 1 Deployed

The 7-Brand Unification Framework

[ The Challenge ]

After years of running these business units as independent silos, the executive decision was made to bring them together into one unified business ecosystem. This was a massive shift that required moving fast without breaking day-to-day operations.

[ My Role & Partnership ]

I was heavily involved in the strategic thinking behind this transition right from day one. Working hand-in-hand with our Creative Director, my mandate was to protect the core visual identity of each business unit while aligning them all under the overarching Affinity umbrella.

Unifying 7 Ad-Tech Business Units into a Centralized Design System
PHASE 1 BLUEPRINT PREVIEW
[ THE ROADMAP & STATUS ]

This is an active, ongoing journey. Phase 1 successfully established the foundation, and we are currently working through the next phases to roll this system deeper.

PROJECT 3: CRAFT & BRAND Aesthetic Benchmark

Visual Craft & Aesthetic Leadership

[ The Challenge ]

In a crowded ad-tech and B2B market, it is easy for corporate design to fall into boring, repetitive tech clichés. To capture true market attention, our brands needed a distinct, premium visual voice.

[ The Strategy ]

As a craft leader, my role is to set uncompromising aesthetic benchmarks. I directed our creative teams to move away from generic corporate visuals, pushing for clean, modern, "New Age" vector illustration styles and custom visual identity designs.

AESTHETIC DEVIATION SCHEMATIC
[ THE OUTCOME ]

Developed a sophisticated, cohesive aesthetic across our business units that elevated our brand perception, making our marketing collateral immediately recognizable.

PROJECT 4: PROCESS FUTURE Workflow Automation

Working Smarter—AI Integration & Production Automation

[ The Challenge ]

High-volume marketing requires a never-ending stream of social media posts, presentation decks, and quick motion graphics animations. Doing all of this manually kills a team’s time and pulls them away from big-picture, creative thinking.

[ The Approach ]

We are actively learning and testing how to use AI to make our daily work easier. Instead of fearing the tech, I’m guiding the team to use it as a tool to automate the boring, repetitive parts of our job.

// LIVE WORKFLOW AUTOMATION SIMULATOR
Status: Idle (Awaiting Instruction)
Integrating AI Automation and Production Pipelines
IMAGE: AUTOMATION ARCHITECTURE

A visualization of our automated template layout, mapping inputs directly to our centralized global system for on-brand exports.

[ THE PRACTICAL RESULTS ]

We have set up automated templates for our daily social graphics and corporate decks. By bringing AI assistance into our workflows, we've cut down concept time, keeping our output high while letting designers focus their real energy on strategic creative work.

// INTERACTIVE EXPERIMENT

AI Executive Playground

Test-drive my strategic thinking in real-time. This playground is connected directly to the Gemini 3 Flash model, custom-trained on my 15-year DesignOps methodology.

Direct Line: AI Representative

gemini-3-flash

Ask my AI persona anything about my experience at Affinity, brand consolidation, building SOPs, or managing design teams.

CD
Hi! I am the AI Representative representing this portfolio's 15-year career. Ask me how I centralized Affinity's design system, configured cross-brand SOPs, or built motion teams.

Instant DesignOps Scope Builder

Roadmap Engine

Describe a design challenge your company faces (e.g. brand restructuring, timeline bottlenecks), and get an instant custom roadmap based on my 15-year system models.

// SECTION B

The 15-Year Timeline

The history that built the manager. A steady evolution from raw engineering and visual craft to executive design leadership.

2009 – 2013

Code, Motion & Design Roots

Web Developer / Designer / Flash Animator

This is where I learned how the web actually works. Spending years writing custom HTML/CSS and animating interactions gave me a technical foundation most creative directors lack. I understand developers naturally.

[ KEY EXECUTIVE TAKEAWAY ]

I understand tech limits and speak the language of engineers natively. File delivery, compilation issues, and developer friction do not exist under my system architecture.

2013 – 2022

Mainline & Rich Media Mastery

Visual Designer / Senior Visual Designer

Dedicated to pure visual artistry. I mastered brand identity, print media, vector structure illustration, and engineered custom interactive rich-media experiences for top brands (Adidas, Mercedes, BMW) with up to 20x user engagement.

[ KEY EXECUTIVE TAKEAWAY ]

I hold an absolute benchmark of high-fidelity visual quality. I know how to direct and challenge creative artists because I've successfully done the job at the highest level myself.

2022 – PRESENT

Executive Leadership & Ops

Manager / Senior Manager of Marketing Design

My current mandate. Rebuilding design operations, establishing brand SOPs across six independent silos, executing 7-brand unification maps, managing design squads, and integrating early AI templates.

[ KEY EXECUTIVE TAKEAWAY ]

A strategic business partner. I design systems that align creative squads, emerging workflows, and business goals, protecting the bottom line while driving visual distinction.

// WORK WITH ME

Let's discuss design ecosystems.

If you need a leader who can unify brand infrastructure, run robust DesignOps, scale marketing channels, or integrate smart automation pipelines, let's connect.

Roles: Creative Director / DesignOps Lead / Marketing Design Partner
Base: Mumbai, India (Available globally for scale transformations)