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Vishwal Roy Dsouza

Creative Strategy & AI Innovation Lead

Creative Strategy · AI Transformation · Product Design · Creative Operations

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Executive profile

Creative strategy and design leader with 10+ years of experience across e-commerce, retail, FMCG, gaming and digital services. Combines hands-on creative craft with campaign leadership, product thinking, AI-enabled workflow design and creative operations. At BFL Group, leads omnichannel creative delivery across web, app, CRM, paid media and social; mentors five designers; and contributes to internal product development. Drives adoption of generative AI within enterprise creative production, and brings a commercially grounded approach to design using regional insight, performance signals and customer-experience principles to improve engagement, click-through performance and revenue contribution.

  • Creative Strategy
  • AI Transformation
  • Product Design
  • Creative Operations

Career highlights

  • Own creative planning and execution for 1–2 major campaigns and 2–4 tactical campaigns per month across BFL Group digital touchpoints.
  • Mentor and guide a team of five designers through creative reviews, feedback, prioritisation and quality governance.
  • Helped conceptualise and develop BFL AI Studio, an internal platform designed to reduce production time and cost, accelerate e-commerce imagery creation and reduce dependency on human-model availability and reshoots.
  • Designed internal workflow and capacity-planning concepts connecting Jira data, designer capacity, deadlines and operational decision-making.
  • Improved campaign effectiveness through region-level creative strategies across web, app and advertising, contributing to stronger click-through and revenue performance.
  • Selected for BFL Group's Individual Development Program, with expanded development objectives and promotion-linked performance milestones.
  • Recipient of the Unflinching Commitment recognition for ownership and contribution.

Core capabilities

  • Creative Direction
  • Campaign Strategy
  • Team Mentorship
  • Stakeholder Management
  • Generative AI
  • Prompt Engineering
  • Workflow Automation
  • AI Quality Control
  • Product & UX Design
  • Design Systems
  • Performance Creative
  • CRM & Lifecycle Design
  • E-commerce Experience
  • Motion & Video
  • Brand Systems

Target leadership scope: Creative Lead, Creative Manager, AI Creative Lead, Creative Operations Manager, Product Design and Design Innovation roles.

Experience

Senior Multimedia Designer | Creative Team Lead

BFL Group · Dubai, UAE · February 2025–Present

Lead creative strategy, production and innovation for a high-volume e-commerce environment, translating commercial priorities into consistent campaign systems across digital channels.

  • Own the end-to-end creative lifecycle for enterprise retail campaigns, from concept development and visual direction through channel adaptation, launch and post-campaign optimisation.
  • Deliver integrated campaign ecosystems across website, mobile app, CRM, email, WhatsApp, Meta, Google, social media, motion and performance-marketing placements.
  • Lead visual direction for 1–2 major and 2–4 tactical campaigns per month, balancing commercial urgency, brand consistency, regional relevance and production capacity.
  • Partner with Marketing, E-commerce, Merchandising, CRM, Product, Development, Photography, Styling and business stakeholders to align creative outputs with revenue and customer-experience goals.
  • Mentor five designers through briefing, creative reviews, production guidance and knowledge sharing, while helping maintain quality and consistency across simultaneous workstreams.
  • Use performance signals and region-specific customer insights to refine creative approaches across web, app and paid advertising.
  • Plan and oversee campaign photography and video requirements, ensuring content supports the campaign proposition and can scale efficiently across formats.
  • Create and govern visual systems covering campaign identities, key visuals, typography, colour, iconography, motion language and modular asset frameworks.
  • Design conversion-focused landing pages, category experiences, app assets, gamification interfaces and customer journeys that connect visual storytelling with usability.
  • Build performance creative for Google, Meta and ROI Hunter workflows, with channel-specific adaptations for formats, audience groups, markets and campaign objectives.
  • Drive process improvement through clearer workflows, reusable systems, automation opportunities and more structured collaboration between creative and business teams.

Graphic Designer

BFL Group · Dubai, UAE · November 2023–January 2025

  • Produced integrated creative for website, app, CRM, social, WhatsApp and paid-media campaigns across a fast-moving promotional calendar.
  • Created campaign landing pages, category experiences, hero banners, animated assets, email templates, automation communications and app promotional materials.
  • Developed visual identities, logos, themes, icon systems and game assets for customer gamification initiatives.
  • Built motion-graphics videos, promotional snippets and animated banners designed for product storytelling and conversion.
  • Created ROI Hunter templates and performance assets for scaled campaign delivery across markets and formats.
  • Promoted to Senior Multimedia Designer based on sustained ownership, broader campaign contribution and expanded leadership scope.

AI transformation & internal product innovation

  • BFL AI Studio: conceptualised and shaped an internal AI-assisted e-commerce production platform that cuts production time and cost, accelerates high-volume imagery delivery and reduces dependency on human-model availability, repeat shoots and scheduling constraints.
  • Standardised model and background selection, batch generation, grouped asset review and human quality approval, keeping creative teams in control of the final output.
  • Defined role-based workflows for Owner/Admin, Editor-Operator and Stylist users, including hero-image confidence checks, approve/reject decisions, production-line grouping and bulk angle generation.
  • Translated creative production requirements into product features, user flows, interface logic, operational rules and developer-ready requirements.
  • Connected the prototype direction to scalable data architecture, moving from spreadsheet-based operations toward a Supabase-supported product model.
  • Designed cost and time estimation concepts to help teams understand production efficiency and operational impact before generation.
  • Explored and evaluated AI tools and local/cloud image-generation approaches, including ComfyUI-based workflows, creative models and automation stacks, to identify practical enterprise use cases.
  • Promoted human-in-the-loop AI adoption: AI accelerates production, while stylists and creative operators retain responsibility for accuracy, brand standards and final approval.
  • Creative Workload Platform: developed an internal planning concept using Jira data to show demand, capacity, utilisation, deadline pressure, upcoming workload, feasibility and designer allocation.
  • Applied product-design thinking to internal tools by defining information hierarchy, dashboards, role logic, operational metrics and decision-support experiences.

Selected strategic initiatives

BFL AI Studio

Internal AI product that transforms e-commerce imagery production by shortening turnaround time, lowering recurring shoot and production costs, increasing output speed and reducing dependency on human-model availability. Role-based workflows, consistent model and background selection, batch production, grouped galleries and human quality validation help the company scale imagery while retaining brand and quality control.

Contribution: Creative strategy, product definition, UX flows, workflow architecture, AI production logic, business-efficiency framing, stakeholder and developer collaboration.

Creative Workload & Capacity Platform

Jira-connected planning product that converts demand, capacity, utilisation and deadlines into actionable operational guidance.

Contribution: Product thinking, dashboard UX, requirements definition, capacity logic, workflow optimisation.

CRM, App & Gamification Ecosystem

Customer-engagement creative spanning lifecycle email, WhatsApp, app UI, promotional mechanics, game assets and campaign storytelling.

Contribution: Creative direction, UI design, motion, CRM, customer journey, engagement design.

Enterprise Campaign Systems

Integrated campaign identities and modular creative systems for major and tactical promotions across web, app, paid media, CRM and social.

Contribution: Campaign strategy, key visuals, channel adaptation, motion, landing pages, performance creative.

AI & Creative Automation Research

Evaluation of generative-image tools, local and cloud processing, ComfyUI workflows and automation opportunities for production use.

Contribution: Prompt engineering, workflow testing, tool evaluation, quality control, enterprise adoption.

Earlier experience

  • Graphic Designer · SESA Care

    Mumbai, India · November 2022–November 2023

    • Led visual development for personal-care and wellness product launches, covering packaging, product communication and e-commerce presentation.
    • Created retail and trade-marketing assets including signage, standees, dealer boards, brochures, catalogues and product launch materials.
    • Produced website hero imagery, marketplace content, social campaigns, animated ads and product videos from scripting through post-production.
    • Maintained visual consistency across packaging, retail materials, social communication and digital commerce assets.

  • Multimedia Artist · AFK Gaming

    Mumbai, India · January 2021–October 2022

    • Delivered high-volume creative for editorial, esports, gaming, social and video channels in a rapid digital-publishing environment.
    • Collaborated with editorial and marketing teams on content calendars, campaign concepts and distribution-specific creative formats.
    • Created daily social assets, feature graphics, thumbnails, motion content, presentations and infographics focused on reach, engagement and retention.
    • Supported writers, editors and video producers with consistent visual systems and platform-ready creative.

  • Senior Graphic Designer · Syspree Digital

    Mumbai, India · 2020–2021

    • Managed creative delivery across multiple client accounts spanning branding, e-commerce, social media, website design and digital marketing.
    • Designed user-focused websites, landing pages, campaign assets and product visuals aligned to client positioning and conversion goals.
    • Led stakeholder discussions, requirements gathering, concept presentation and delivery coordination across concurrent projects.
    • Created company profiles, pitch decks and infographic-led presentations supporting client communication and business development.

  • Freelance Creative Consultant · Independent

    India · 2018–2020

    • Delivered end-to-end branding and marketing solutions for food, hospitality, retail and professional-services clients.
    • Created brand identities, menus, packaging, business stationery, social strategies and 3D outlet concepts for QSR and small-business clients.
    • Managed client relationships, creative direction, timelines and independent project delivery.

  • Junior Graphic Designer · Syspree Solutions

    Mumbai, India · 2015–2018

    • Built foundational expertise across social media creative, website UI/UX, landing pages, corporate profiles, brochures and print collateral.
    • Collaborated with marketing, development and project teams to translate client requirements into cohesive digital experiences.
    • Progressed from production design toward independent ownership of branding, web and campaign assignments.

Leadership & recognition

  • Team leadership: mentor five designers through reviews, coaching, workload guidance and creative-quality oversight.
  • Individual Development Program: selected for a promotion-linked growth programme with additional leadership and innovation objectives alongside regular KPIs.
  • Unflinching Commitment recognition: awarded for ownership, collaboration and consistent contribution.
  • Cross-functional influence: regularly connect creative, marketing, merchandising, CRM, product, engineering, photography and styling requirements into executable plans.

Tools & technical environment

Creative & Motion
Adobe Photoshop, Illustrator, After Effects, Premiere Pro, Lightroom, InDesign, Blender
Product & UX
Figma, user flows, wireframes, dashboards, design systems, interaction concepts
AI & Automation
ChatGPT, Claude, Claude Code, Codex, Antigravity IDE, ComfyUI, generative-image workflows, prompt engineering
Marketing & Operations
ROI Hunter, Creatopy, Meta/Google creative, CRM and HTML email design, Jira, Excel/Microsoft 365

Industries

E-commerce · Retail · Personal care · Wellness · Digital media · Esports · Food · Hospitality · Agency