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Work Background
Crater Plato LimitedFounder
Jul. 2024Bournemouth, England, United KingdomI am new
A.TeamPrincipal UX/UI Designer | Digital Experience Lead (Creative Fabrica)
Jun. 2023As a Principal UX/UI Designer at Creative Fabrica (via A.Teams), I lead high-impact design projects, collaborating directly with the CEO and directors to shape the company’s digital experience strategy. I specialise in transforming wireframes into seamless, intuitive, and high-performing interfaces that drive engagement and conversions. About Creative Fabrica:
Creative Fabrica is a rapidly growing e-commerce startup and marketplace, serving a vibrant community of over 4 million users worldwide. The platform supports 150,000+ paying subscribers, providing top-tier digital assets to designers, crafters, and entrepreneurs. My Focus:
✅ Optimizing UX/UI to enhance user engagement and conversions
✅ Ensuring SEO-optimized, lightweight design for rapid loading times
✅ Refining design elements for a seamless and intuitive journey
✅ Driving strategic design decisions at the leadership level I bridge the gap between design, strategy, and business growth, ensuring that every user interaction is both frictionless and impactful.
Mokus.ioCo-Founder / Chief of Design & Product
May. 2015 - Jul. 2017United Arab EmiratesAchievements: • Developed the launch stage agency model team to fund the MVP of the product
• Aligned creative functions (brand and UX) and developed the business strategy of the product • Cultivated and project managed a remote team of international UX designer and developers
• Orchestrated the product’s brand, communication, and presentation efforts to pitch for investment in UAE and UK Selected client list: Health at Hand (Meditech), Beneple (HR / Insurance), Abjjad (Arabic E-reader), dtec (Gov.), AT Kearney (Consulting)
Twelve ColumnFounder + Design Strategy & Product Strategy Consultant
Jan. 2011 - Jul. 2024United Kingdom
ITPExecutive and Digital Creative Director
Jan. 2007 - Nov. 2011Dubai, UAEAs the Executive and Digital Creative Director at ITP, I recruited and mentored a multicultural team of 30+ creatives and engineers. I pioneered UX, UI, and content strategy based on data analysis and financial response. During my time at ITP, I successfully pitched and won client-side advertising contracts worth well in excess of US$1 million. Additionally, I accelerated YoY traffic growth up to 1,000%+ across both ArabianBusiness.com and TimeOutDubai.com.
Oryx World Business CentreCreative Director
Jan. 2005 - Jan. 2007Dubai, UAE• Created innovative and highly effective branding, marketing, and corporate collateral (both art and copy) for Oryx and DPC, as well as partner developers, in both print and digital mediums.
• Awarded numerous international marketing and SMB accolades for outstanding work.
• Effectively managed project timelines and financials for third-party photographers, architects, printers, and website developers.
• Successfully negotiated ad spend and rates to optimize marketing ROI.
ITPArt Director, Design Director, Creative Director
Mar. 1998 - Jan. 2005Dubai, UAEAs the first graphic designer hired by ITP, I was subsequently promoted to Art Editor, then Art Director, and ultimately the first Creative Director. I took on the lead creative role during the company's most defining years. • Founded, hired, and mentored a team of designers and photographers.
• Led creative direction and served as a hands-on art and creative director for over 20 market-leading titles, including Time Out Dubai, Arabian Business, and Ahlan!, among others.
• Successfully pitched and won new business in contract publishing, including the Etihad in-flight magazine.
• Conceptualised and executed advertising and advertorial campaigns for clients.
• Led ITP's brand presence at exhibitions.
• Managed casting and photo art direction.
• Budgeted for the department.
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