Global experience, shaped across markets.
Experience across Asia, the Middle East, Europe and emerging markets - through agency, consultancy, client-side and independent roles.
How My Thinking Has Evolved
Meaning →
Behaviour →
Systems →
Value →
Responsibility
Brand and communication taught me the power of meaning. Experience design sharpened my focus on behaviour. Service and product showed me that experience only works when systems, teams, and decisions are aligned.
Over time, that shifted my focus from isolated outputs to broader conditions — helping experiences scale, deliver business value, create responsible impact, and last beyond the initial work.
Education
Master of Design, Innovation & Service Design (Distinction)
Glasgow School of Art
United Kingdom.
Diploma, Film & TV Production & Direction
Xavier Institute of Communications
India.
Trainings & Certifications
2020
SaFE Product Owner / Product Manager
Training
Testimonials
My Employment History
January 2020 – Present
Independent Designer & Consultant
Full-time
On-site & Remote.
Turning customer experience and digital transformation into engines of growth.
I work with organisations to transform customer experience and drive digital growth.
From redesigning journeys and building scalable design systems to embedding in-house capabilities and leading transformation programmes, I shape experiences that deliver growth, efficiency, and loyalty.
Since 2020, I’ve partnered with organisations across Asia, the Middle East, Europe, and the US to shape experiences and transformation programmes that connect customer insight with technology and business growth. My work spans advisory, fractional leadership, and building in-house capabilities for lasting change.
Select engagements:
- In India, I redesigned the UX for RapidRupee, a microfinance app, making financial access simpler and more inclusive.
- With a government organisation in the UAE, I ran workshops and streamlined processes to improve employee experience and embed a customer-first culture.
- In Sri Lanka, I partnered with an ice cream brand to audit services and run process workshops, helping staff translate brand values into everyday experiences.
- In Vietnam, I designed & developed a digital charity platform for disadvantaged children, strengthening engagement, donor reach, and seed donation activity building.
I’ve also worked with start-ups across HR tech, rentals, consumer eCommerce, and education/health (Kids’ Gym) — helping them sharpen product focus, simplify purchase journeys, and design operations for scale.
These projects reflect my belief that design and digital transformation should act as growth engines, not support functions.
June 2022 – April 2024
VP, Director, Design & Innovation
Saudi Research & Media Group
On-site.
I was recruited to embed design at the heart of SRMG’s transformation. I built the design function from the ground up, scaling people, process, and practice into a group-wide capability. My remit combined enterprise strategy, product innovation, and experience transformation — making design both a driver of customer engagement and business growth.
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Enterprise remit — I shaped approach, processes, and delivery across my division and group publications, positioning design as a strategic partner alongside technology and editorial leadership.
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Flagship launches — I led the strategy and redesign for Hia (WAN-IFRA Best News Website 2023), Al Majalla, Sayidaty, and conceived the new travel & culture magazine List. I also drove the launch of Billboard Arabia.
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Platforms & systems — I partnered with technology to spearhead adoption of a publishing-focused CMS, transitioned products to a decoupled technology architecture, and initiated Single Sign-On on Billboard Arabia for a unified customer journey.
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Design system — I conceived and initiated Spyne, SRMG’s first modular design system, embedding governance and laying the groundwork for scalable workflow.
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Commercial impact — I directed a million-pound RFP, reframed sign-up/login as monetisation levers, and piloted AR in Hia to test new revenue models.
This role anchored design as a strategic growth driver, connecting customer experience, technology, and business outcomes at scale.
May 2018 – December 2019
Creative Director, South East Asia
Publicis Sapient
Singapore.
As an Experience Lead within PS SEA, I led the end-to-end Experience strategy& delivery for my clients – Scoping, planning, design and oversight of on-going projects and pitches, working closely with client leadership, facilitating workshops, leading teams, managing various stakeholders, etc. I also helped PS setup a remote team in Indonesia for Telkomsel.
- The Experience strategy for the global re-design of Japan Airlines web portal. Begin with booking a Sushi. My UX strategy & idea changes the way tickets will be booked since Travelocity 2001. It tuned into a 5 year transformation project for Publicis Sapient.
- Telkomsel annual backlog development approach + Android app re-design I helped reduce annual resource costs, improved impact of new feature sets, accelerated time-to-market and greatly improved overall app experience to drive adoption. I also led the re-fresh of the IA, UX & UI.
- A digital tourism product for Abu Dhabi delivered through an app. I helped develop a proposal that seamlessly wove together private and public infrastructure & mobility services to facilitate an integrated tourist experience in Abu Dhabi. I brought a Service led approach to the entire delivery and instilled a travel centric mind-set to design the overall experience of our app concept.
- UX & UI re-design of Langit, a music streaming service. I led the re-design of the entire android app, from developing the experience pillars that guided the overall redesign to the actual end-to-end UX to creation of the UI library and app UI.
April 2017 – April 2018.
Chief Experience Officer (CXO)
Publicis Groupe
Vietnam.
April 2016 – March 2017.
Executive Creative Director
Leo Burnett
Vietnam.
November 2008 – March 2016.
Founding Partner
Kurian Ghoting
Egypt & Remote.
April 2009 – December 2010.
Creative Director
Leo Burnett
Kazakhstan & Russia.
February 2007 – November 2008.
Creative Director
Advantage Advertising
Egypt.
September 2005 – September 2006
Associate Creative Director, Unilever APAC
J. Walter Thompson (Erstwhile)
Thailand.
April 2004 – August 2005
Associate Creative Director - Regional, P&G
Leo Burnett
Thailand.
October 2001 – January 2004
Creative Group Head
Ogilvy
India.
April 2000 – September 2001
Senior Art Director
Lowe Lintas
India.
March 1998 – March 2000
Art Director
iB&W Communications
India.
June 1995 – February 1998
Senior Graphics Executive
FCB Ulka
India.
Volunteer Experience
April 2018 – Present
Mentor
Viisa.vn
F2F or Remotely.
September 2021 – Present
Mentor
AstroLabs
F2F or Remotely.
October 2021 – Present
Mentor
ADP List
F2F or Remotely.
I guide/help start-ups in – bringing a service-led lens to the business, balanced stakeholder centricity, scaling design, driving experience consistency across the O2O2O delivery OR building a brand from scratch up to a Scalable Design System.
Past Engagements
Board Member
RMIT Vietnam, Industry Advisory Board
Guest Lecturer
German University in Cairo
Personal Project
As a lover of music, but someone who can’t produce nor play, I created Owl Community to contribute, become part of the community and share what I love with people who might not be as fortunate to experience what I have. I do so by identifying amazing artists that produce contemporary sound and request them to assemble a set for Owl that is then released on Mixcloud fortnightly. I have paused this since 2018 but hoping to get back to it soon.
The Mission
Owl supports and celebrates awesome creators of dope sound! Whether painstakingly produced tracks, endless mix sessions or just pure quick & dirty mashups. Beautiful sounds just have the ability to touch each and every one of us differently, in their own way, and this is our way of spreading the love.
♥️ Discover ♥️ Share ♥️ Support ♥️
Past Recognitions
- 2nd Best Film – Star TV Awards
- Best Script Idea of The Year – Indian Academy of Advertising Film Arts
- Cannes Finalist – Single page magazine
- Clio Finalists – Poster
- Featured in The Work (Australia) – Single Page Magazine
- Featured in the Indian Advertising Showcase – Single TVC
- London International Advertising Awards – Single TVC
- One Show Finalist – Single Page Black & White