From |
Creative, Brand & ProductDesign Leader
Experience stats
Years in brand identity, creative strategy
& experience design
Major markets led across:
MENAP, GCC, UK, EU, US, JP & SG
Major e-commerce and tech platforms shaped end‑to‑end
Led the intersection of brand, product experience, and campaign delivery across a globally distributed ecosystem spanning 8+ markets (UK, EU, US, Japan, Singapore).
Established a Design Lab, unifying 5 global creative hubs under a centralised model that brought together creative, UX, and research into a single, scalable system.
Defined frameworks that enabled a global brand refresh across multiple regions, aligning digital products, marketing, and physical retail touchpoints while supporting multilingual delivery across 8 languages.
Drove consistency and speed at scale through centralised workflows and standards, contributing to ~50% faster production delivery across regional teams.
Shaped end-to-end customer experience across app, web, and in-store environments, integrating brand and product across complex retail ecosystems including Whole Foods.
Established D&X labs, integrating brand, UX, and research into a unified function supporting 13 regional markets.
Partnered with C-suite leadership to translate commercial priorities into cohesive brand and experience systems, driving measurable business impact including a 4x increase in average order value and 10x growth in app adoption.
Led end-to-end creative and experience direction across key commercial moments (Carrefour Friday, Black Friday, Ramadan, Carrefour NOW), aligning product, marketing, and in-store journeys.
Defined scalable delivery frameworks, reducing production turnaround by 60% while maintaining consistency across high-volume campaign output.
Elevated customer experience quality across channels, contributing to an NPS of 58, sustained across the retail ecosystem.
Established Design & Experience Labs, connecting brand, product experience, and research into a unified system tailored for a high-frequency, mobile-first market.
Defined a cohesive brand and experience direction across app, web, and marketing, supporting 6x growth in app adoption and improving usability through a 4x increase in order fluency.
Led national campaigns including the 10-Year Anniversary, embedding culturally resonant storytelling across product and marketing surfaces, with a bilingual design system (Arabic-first, English supported).
Scaled creative operations through optimised workflows and systems, reducing production timelines by ~40% while increasing output across high-frequency promotional cycles.
Delivered a 3-year creative and experience roadmap, aligning brand, product, and campaign systems under a single long-term vision.
Led experience design strategy for a platform serving 6M monthly active users, aligning product, brand, and user experience under a clearer, more cohesive direction.
Embedded research, product design, and brand thinking into a unified operating model, while supporting a fully bilingual platform experience (English & Arabic) across key user journeys.
Partnered with product, engineering, and growth leadership to translate commercial priorities into intuitive, high-quality user experiences — contributing to a +21% increase in engagement within 30 days of launching real-time property valuations and portfolio tracking.
Elevated visual and interaction craft across consumer surfaces, strengthening the connection between brand perception and product usability, and driving a +130% increase in NPS (13 → 30).
Introduced research-led design rituals and scalable frameworks, improving delivery efficiency with 30% faster design-to-development handoffs through design system optimisation.
Enhanced creative and UX workflows through the integration of AI tools such as Nano Banana, Claude and Replit, enabling faster experimentation, improved quality, and more adaptive ways of working.
Creative corner
Testimonials
“I had the pleasure of working with Kasim at both Majid Al Futtaim and HungerStation, and I can confidently say he is one of the most thoughtful and empowering leaders I’ve worked with. Leading with empathy and patience, he has a strong ability to set a clear vision and align the team towards it. I highly recommend Kasim to any organization looking for a design leader who can inspire teams, drive meaningful outcomes, and foster a strong culture of growth.”
“It was an absolute pleasure and honour to have worked with Kasim. His management style is something that most people look for in a leader - compassionate, committed and ambitious. He nurtures the strengths and talents of his team and builds commitment to achieving common goals. More importantly, Kasim has an uncanny ability to bring out the best in others, through truly caring, having humility, and leading through influence.”
“Kasim is an indispensable design team leader. Smart, creative, proactive, and respected and valued by Amazon peers and leadership on three continents.”
“Kasim is a skilled and creative digital art director who is capable of leading a brand forward in digital design and thinking. He puts a huge amount of thought and effort into his work, and is a clear champion of user-centric design. His designs look great and work well in practice — and he’s also really easy to work with.”
“Kasim always brings lots of strong creative ideas as well as real consideration for development, which is so key when creating products across multiple devices. He also managed through a significant brand refresh at Macmillan, leading other designers to create a new online digital presence.”
“I have had the pleasure of placing Kasim a couple of times and the feedback I received was second to none. His work speaks for itself and he is 100% trustworthy. I would recommend him to anyone that needs a Design Leader.”
Vinodh Subramani
Product Design Manager, Hungerstation
Vinodh reported to Kasim directly
Sean Genon
Group Operations Director, Create Group
Reported to Kasim at Majid Al Futtaim
Darcey Blinn
Sr. Design Program Manager, Alexa Identity & Personality
Worked with Kasim at Amazon
Verity Pillinger-Cork
Deputy Director of Communications & Content
Worked with Kasim at RNIB
William Jones
SVP Product, BritBox
Worked with Kasim at Macmillan Cancer Support
Lewis Cocker
Senior Talent Acquisition Partner, Experian
Worked with Kasim as a recruitment partner
