Adobe Express: Scaling Impact Through Design & Strategy
As the Global Creative Lead for Adobe Express India, I helped shape the platform’s presence in one of its most dynamic and culturally rich markets. My work extended far beyond content creation—it was about creating meaningful connections through localized, inclusive design.
Product—Adobe Express Skills—Art Direction, Design Strategy, Visual Design, User Experience Design, Leadership, Product Launch for India market, AI StrategyTenure at Adobe—May 2023—present
Strategic Leadership with a Local Lens
At Adobe Express, I led the end-to-end strategy and creative execution for India’s localized template ecosystem. From seasonal moments and small businesses to education and enterprise, I developed systems that brought cultural nuance to life. I worked at the intersection of strategy and design—identifying gaps in the user journey, crafting relevant starter content, and translating brand vision into purposeful, user-first experiences.From Zero to Real Impact
One of my most defining achievements was launching and scaling the India content pipeline from the ground up. I took the region’s offering from zero templates to a fully realized, culturally attuned content library—contributing to measurable growth in both template exports and monthly active users (MAU). Every design decision was grounded in discoverability, functionality, and cultural relevance.A Multidisciplinary Approach
Throughout my time on the team, I wore many hats—designer, strategist, moderator, and art director. While my core focus was the India market, I also supported content moderation for France and Germany, ensuring consistency, accessibility, and alignment across global markets. This role demanded cross-functional collaboration, platform fluency, and a sharp eye for detail.Expressive by Nature, Powered by AI
In addition to visual design, I contributed to a new, India-specific text-to-template AI initiative within Adobe Express. Unlike the general consumer-facing feature, this effort focused on optimizing content generation workflows tailored to designers—making it faster and more efficient for designers to produce culturally relevant templates at scale.I curated creative datasets and refined outputs to meet high visual and cultural standards. This work allowed me to merge my design expertise with emerging technologies, contributing to the development of smarter, more personalized creative tools for a key global market.