Introduction
As a designer and as an Art Director I have, over the years, worked for several reputed national and international brands. From conceptualising, designing, and prototyping profits to curating brand experiences, I have worked across several projects including ad campaigns, websites, user interfaces, brand and visual identity guidelines, apps, product packaging, concept designs, and mentoring talent. As an Art Director, I have taken on increasing levels of responsibility and have proven success in designing and managing campaigns that built engaging and enduring relationships with a diverse set of audiences.
Work Profile
Design Manager, Creative Services - Amazon
Nov 2014 - Present
Hired by Amazon Creative Services/D1 team (Amazon’s internal creative agency. A part of Global Integrated Marketing team) to develop design processes and methodologies for the region, develop skill sets. Was responsible for the initiation of key quality analysis metrics to better streamline the design flow and process and increase user engagement. Played a key role in ensuring collaboration and streamlined access to various internal and external creative teams including marketing, creative, producers, copy-writers, directors, etc. Was a key member of the hiring team that Source-out, Shortlist and Interview potential candidates for Amazon Creative Services
Sr. Art Director - Ogilvy & Mather
Jan 2014 - Nov 2014
Hired by Ogilvy & Mather, Bangalore to conceptualise and create ideas, design process flows, and other creatives (both online and offline) for their clients. Built a multidisciplinary collaboration at a very fast pace, deadline driven environment, working closely with advertising directors, editorial, and production teams. Worked on POS, merchandising, press, outdoor, DM, brochures and digital. Art Directed and designed digital and offline promotional materials including outdoor and print. Undertook 360-degree marketing campaigns featured on social media and was involved in all phases of creative projects from concept to execution.
Sr. Art Director - Saatchi & Saatchi
Jun 2013 - Dec 2013
Hired to develop and art direct advanced visual concepts, themes, and comps for high-impact deliverables and assets.
Lead the development of creative concepts for B2B clients and develop design strategies that align with brand values. Developed clear, concise branding messages by working with the account and strategy teams, copywriters, and the production teams. Drove customer-focused design language in creative briefs, provide art direction for the entire line of online services, and Initiate and lead creative sessions to kick-off projects. Ensured creative quality, consistency, and cohesiveness across all creative executions and continually elevate and innovate custom client solutions that cement the company as a leader in the space
Sr. Executive, Design - Cafe Coffee Day
Jun 2010 - Jun 2013
Hired to work closely with the internal teams to generate and create brand promotional ideas that create and sustain long-term engagement while also matching the business objectives of the organisation. Was responsible for coming up with original creative ideas, including illustrations and infographics. Was responsible for pre and post production quality checks.
Managed and directed photo shoots on time and to budget. Conceptualised, visualised and designed websites, UI for Apps, Marketing collaterals and Brand Identity.
And a few more organisations from Bangalore and Mumbai...
Oct 2005 onwards
Academics
Moto G4 Plus Launch in Amazon India
Client: Amazon
Year: September, 2019
Moto G4 Plus launched on Amazon.in on 18th May. Moto G4 Plus was launched with some very high visibility onsite campaigns and offers. The Launch was important for Amazon.in as till then Motorola was exclusive with its competitor.
Process
Visibility of the launch was amplified with the innovative and interesting gateway takeover on 18th May. Amazon.in gateway featured numerous exclusive videos, engagement activities, contests, treasure hunts and product snippets to ensure that the customers were engaged throughout the launch day. The high decibel launches campaigns along with the social contests ensured high visibility and recall for the association between Moto and Amazon. Effective customer engagement throughout 17th May ensured that the 28% of the opening day sale happened in the first 60 minutes itself. Throughout the project, design team worked closely with CEPC, Marketing and Gateway team to give customer a different experience on the launch day (Gateway Takeover.)
Result
Moto G Plus 4th gen launch with the entire gateway takeover with 86 campaigns placed on desktop resulting in 22597077 impressions with 853527 clicks with a 3.78% CTR showing a jump of almost 2.5% CTR vs April. Opening day sale was 38.4K.
Abandon rate of Amazon.in homepage on 18th May was 19.18% compared to 19.3% from Feb-17 to May-17
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17.8% of the traffic went to mobile category from gateway on 18th May compared to 5.9 % from Feb-17 to May-17. 9.5 % of the gateway traffic directly went to Moto G4 Plus landing page
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2.1 % of the gateway traffic went directly to the Moto G4 Plus ASINs
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Actual GVs are higher than the projected GVs
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Actual conversion is lesser than the projected conversion mainly due to stock outs and lack of FT options
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Conversion is improving with the increasing In stock and FT GV%
