I lead the creative and build the system behind it for high-growth B2B fintech and SaaS: brand, design system, marketing assets, and web pages.

• Rebuilt design operations for a small team: restructured the Figma workspace, wrote the governance documentation, and drove system adoption to 100% across marketing assets and web pages.
• Built a company-wide deck system in Figma Slides and Google Slides: 5 main files, 40+ slide variations in total.
• Created detailed documentation and design guidelines that align creative teams with cross-functional partners.
• Developed a website design system with Figma–Relume integration, accelerating web development by up to ~75%.
• Led a 120+ page website revamp under one clear, shared set of design guidelines.
• Drove a 67% increase in website CTR and drastically improved page-load speeds.
• Ran an org-wide typography migration through design tokens — re-pointed every material from Avenir to Inter without a rollback, across web, product and brand.

• Ran the design pipeline for a 4-market B2B fintech — 200+ web, brand and campaign assets annually at 90% on-time delivery, through Indonesia market exits and a company restructure.
• Maintained on-time delivery through periods of major organizational turbulence and market exits.
• Engineered a high-impact Pricing Page using AI-driven research to align complex stakeholder requirements.
• Lifted email conversion from 5% to 8% (+60% relative) by rebuilding the banner system and doubling click rates.
• Built a universal Blog Banner library—the banner component system covering 1,000+ published articles with consistent visuals.
• Secured a 10/10 peer eNPS from cross-functional stakeholders across marketing, product and engineering.

• Main point of contact for web design, owning the web pages and localized landing pages.
• Created social assets for LinkedIn, Instagram and YouTube, tailored across 3 markets (SG, ID, HK).
• Worked within the Commercial department, supporting day-to-day creative and design needs.
• Collaborated closely with Product to keep features and messaging clear and aligned.
• Designed graphic assets for Aspire-hosted and co-branded events.

Working through Behance & Instagram to help medium and small businesses from various industries to sharpen their digital presence.

• Completed 20+ projects in five months across a range of industries.
• Ran interactive client interviews using the CORE Discovery framework (the Futur) to shape user stories and flows.
• Delivered 3 landing pages, 1 full website, and 2 website redesigns.
• Created the visual identity system for 6 brands, presented through stylescapes and clear concept visualization.
• Took on selected photography and video-editing projects.

Joined near the agency’s founding and helped grow it into one of Morocco’s most recognizable travel brands.

• Built the brand’s visual identity, aligning the visions of 3 different stakeholders.
• Defined the logomark, brand colors, typefaces, and a coherent set of guidelines.
• Designed posters, banners, business cards, and brand collateral across channels.
• Managed social media and content strategy, lifting customer conversion by roughly 150%.
• Created 8+ customer-friendly itineraries; occasionally led tours and shot photography.