Selected work / Creative strategy & performance

Creative that
moves business.

I connect media, creative and the buying journey. From hands-on campaign execution to leading teams, creative direction and conversion.

Start with Nutrifend ↓

Nutrifend ABC bottle with sculptural apple, beetroot and carrot imagery — Creative direction / Nutrifend

01 / Independent practice · D2C nutrition

January–April 2026 / Four months

Nutrifend.
Every touchpoint
has a job.

Connect the reason to click with the reason to buy.

Directed the creative, built and refined the landing page, and led media strategy and optimisation decisions.

Execution teamCampaign setup and platform execution were handled by a hired media specialist.

Monthly performance / January–July 2026

From baseline to best.

Blended ROAS4.92×

Peak monthly ROAS

0.71× → 4.92×

January → July 2026

Blended cost per acquisition−83.9%

Lower acquisition cost

₹575.93 → ₹92.61

January → May 2026

Average order value+17.8%

Higher order value

₹407.46 → ₹479.80

February → July 2026

Repeat buyers+17 pts

Percentage-point increase

5% → 22%

January → July 2026

January–July account results extend beyond the January–April work shown. AOV compares the lowest and highest months; ROAS and CPA compare January with their best month. Results reflect the programme, not individual ads.

02 / Nutrifend · Art & copy direction

Before & after / Selected creative

From “glow”
to “fruit”.

Same convenience hook. A clearer food story, with an editorial portrait, forest green and confident type.

Earlier creative: Skip the Juicer Keep the Glow, with a pouch and countertop sign in a warm kitchen — **Before / Lifestyle & glow**A wide scene. A beauty-led payoff.

Revised creative: Skip the juicer Keep the fruit, with an editorial portrait, forest green and cream headline — **After / Food & everyday ease**A closer portrait. A food-led message.

Photography

From scene to person.

The wide kitchen gives way to an off-camera portrait, casual clothing and a closer product view.

Art direction

A recognisable visual language.

Forest green, warm cream, chunky type, an italic accent and one orange badge bring the elements together.

Copy direction

Food replaces the promise.

“Keep the glow” becomes “Keep the fruit”. The convenience stays; the language moves toward what’s inside.

Art and copy direction comparison. Account results are not attributed to either ad individually.

View 11 more creatives

Nutrifend creative with a woman preparing a drink and the headline Glow is the rumor, fibre is the fact

Nutrifend bottle and prepared drink on a desk with Your 4pm glass headline

Nutrifend bottle and fruit with a typography-led ingredient message

Nutrifend drink and bottle with post-workout glass headline

Nutrifend bottle with fruit and Juice without the juicer headline

Nutrifend ad creative · Five ingredients. One clear hook.

Nutrifend ad creative · Build a daily ritual.

Nutrifend ad creative · Show the easier alternative.

The Real ABC Ratio ad, showing the product and ingredient breakdown — Ingredient-led creative
Make the ingredients the message.

The Classic ABC Blend ad with product pack and benefit-led copy — Product-led creative
Make the proposition easy to read.

The Ultimate Morning Glow-Up ad with Nutrifend bottle and prepared drink — Routine-led creative
Give the product a place in the day.

Explore the full Nutrifend work ↗

03 / Nutrifend · Landing page & CRO

Less searching.
A clearer decision.

Built and refined the mobile buying journey: a sharper introduction, visible pack choices and an easier route to purchase.

Older layout: mobile introduction through bundle selection and purchase controls

New ABC layout: mobile introduction through bundle selection and purchase controls

See more · the rest of both pagesSee less · collapse the full pages

Older layoutNew layout

Open full older capture ↗Open full new capture ↗

Full mobile captures supplied 21 October 2026. Real Baby Food is an older-layout reference, not a historical ABC capture. Layouts and pricing post-date the results.

AOV / Programme result+17.8%

₹407.46 → ₹479.80

February → July 2026

Lead with the use case.A concise “juice without the juicer” proposition makes the product easier to understand.
Make pack value visible.One-, two- and three-bottle options with popularity and value cues support the buying decision.
Keep purchase within reach.A sticky Add to cart keeps the selected pack accessible while browsing.

AOV improved across the wider programme. The separate contribution of bundles or the landing page was not measured.

Visit the mobile landing page ↗

04 / Selected media experience

Hands-on delivery.
Broader responsibility.

Selected experience across agency and brand-side roles, from campaign execution to leading delivery.

Mindshare / GroupM

Discover Cards

United States / Financial services

US$15M+Ad spend personally managed in one month

Personally executed and optimised programmatic campaigns; later delegated execution to associates while leading campaign direction.

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Mindshare / GroupM

Sage

Global / B2B software

8 marketsProgrammatic campaign delivery

Personally handled execution and optimisation, later leading associate delivery across Australia, the US, UK, Ireland, Canada, Spain, Germany and France.

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Brand side / Mumbai

The Quarry + Design First

Formerly Design Qandy · Luxury stone & interiors
Role: July 2024–February 2025

20.9×Google Ads ROAS

≈10.45×Combined Meta + Google Ads ROAS

23.4%Sales-qualified lead rate
Measured by gallery visits

Led media strategy, campaign delivery and optimisation, and built CRM reporting. Reported results across the combined brand-side role.

Explore Design First ↗

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Discover Cards and Sage were agency assignments through Mindshare / GroupM. Spend and market count show scope. Quarry / Design First figures are reported role results, presented together rather than attributed separately to each brand.

Aslam Khan / Creative mind. Growth partner.