Pablo D'Costa — Design Manager

I believe marketing is about building long-term brand equity while achieving short-term wins, and ultimately, contributing to revenue growth. I bring that to life through my experience in brand strategy, creative direction, storytelling, leading multi-channel brand campaigns, and crafting distinct brand personalities, visual identities, and tone of voice. At the heart of it all, I stand by this: great ideas rooted in human insight and consistently delighting your customers build a brand. And strong brands remove hesitation, increase LTV, and reduce CAC. Currently, as the Global Marketing Creative Director at Alison, an Irish online learning and career empowerment platform, my role extends beyond creative leadership. I lead diverse, cross-functional, fully remote teams across social media, lifecycle marketing, marketing design and video, content, and editorial. I also lead the content and creative side of product and performance marketing, ensuring quality control and consistency across every touchpoint. Sometimes, I shape website, app, and product copy as well. And despite my leadership role, I like to roll up my sleeves to do any work that's necessary. My work has earned me two D&AD Young Blood wins and a Young Spikes finalist spot, along with recognition at Adstars Korea, RAD Awards London, and multiple Abbies at Goafest. It has also been featured on Best Ads on TV, Ads of the World, Marketing Minds, and the Kyoorius Journal. Since August 2022, I’ve been working 100% remotely, collaborating with coworkers across 23+ countries and multiple time zones (Europe, North America, South America, Asia, and Africa) — proof that work ethic and ownership know no borders (or an office address).

Stackforce AI infers this person is a Marketing Leader with expertise in Brand Strategy and Creative Direction across EdTech and Retail sectors.

Experience: 12 yrs 11 mos

Skills

Brand Strategy
Marketing Strategy
Product Marketing
Brand Marketing
Content Creation
Advertising
Creative Direction
Digital Marketing
Creative Writing

Career Highlights

Led global marketing teams across multiple continents.
Achieved significant brand growth through innovative campaigns.
Recognized with multiple awards for creative excellence.

Work Experience

Alison

Director, Brand and Creative Marketing (3 yrs 9 mos)

Havas

Creative Director (7 mos)

Dentsu Creative

Associate Creative Director (1 yr 8 mos)

Group Head (1 yr)

Creative Supervisor (11 mos)

Senior Copywriter (1 yr 8 mos)

BC Web Wise

Freelance Writer (1 yr 1 mo)

ITSA BRAND INNOVATIONS LIMITED

Copywriter (2 yrs 1 mo)

Lowe Lintas and Partners

Junior Copywriter (1 yr 3 mos)

Education

Bachelor of Arts (B.A.) at St. Xavier's College, Kolkata

at St. Xavier's Collegiate School, Kolkata

Pablo D'Costa

Design Manager

India12 yrs 11 mos experience

Most Likely To SwitchAI Enabled

Key Highlights

Led global marketing teams across multiple continents.
Achieved significant brand growth through innovative campaigns.
Recognized with multiple awards for creative excellence.

Stackforce AI infers this person is a Marketing Leader with expertise in Brand Strategy and Creative Direction across EdTech and Retail sectors.

Contact

Skills

Core Skills

Brand StrategyMarketing StrategyProduct MarketingBrand MarketingContent CreationAdvertisingCreative DirectionDigital MarketingCreative Writing

Other Skills

E-mailersOral CommunicationSocial Media StrategyFull CycleSocial MediaSpoken EnglishCreativity and InnovationMidjourneyAnalytical SkillsInterpersonal SkillsGraphic DesignCustomer MarketingGrowth StrategiesBrand PersonalityEmail Strategy

About

Experience

12 yrs 11 mos

Total Experience

2 yrs 4 mos

Average Tenure

3 yrs 9 mos

Current Experience

Alison

Director, Brand and Creative Marketing

Aug 2022 – Present · 3 yrs 9 mos · Remote

Heading global brand, creative, social (organic and paid), retention (email, push, community, and events), and product marketing teams across North America, Europe, Asia, and Africa fully remotely.
Responsible for full-funnel marketing, owning positioning, brand and marketing strategy, and creative execution for all product launches.
Driving acquisition via organic social media, paid media, content creation, copywriting, video production, brand campaigns, events, and creative direction - for both B2C and B2B.
Spearheading retention and lifecycle marketing, including strategising email journeys, copywriting, segmentation, and product marketing - for both B2C and B2B.
Shaping narratives for landing pages, app copy, push notifications, and custom sales material.
Driving all offline and traditional marketing campaigns that are undertaken now and again.
Built a unified brand identity, including guidelines, personality, architecture, and brand voice, creating a recognisable brand experience.
Developed and launched the GTM strategy, from channel mix to creative execution, for a new B2B SaaS offering, driving month-on-month user and revenue growth.
Launched Alison’s online graduation ceremonies, the first of their kind in EdTech, transforming learners into a community of advocates, while increasing brand affinity and LTV.
Improved customer retention by implementing behavioural trigger-based emails, as well as bulk marketing emails, resulting in increase in open rates, CTR, traffic, and revenue.
Reimagined the organic social strategy, leading to an increase in followers, impressions, and engagements with 0 influencer spend, while contributing to a lift in direct traffic and revenue.
Launched Alison’s first outdoor ad campaign, overseeing budget and vendor management, driving a rise in user acquisition and boosting brand awareness.
Implemented user-persona-led performance marketing campaigns to improve ROI and conversions.

E-mailersOral CommunicationSocial Media StrategyFull CycleSocial MediaSpoken English+43

Havas

Creative Director

Jan 2022 – Aug 2022 · 7 mos · Gurugram, Haryana, India

Led a 10-member team, as well as integrated marketing campaigns for Durex, Veet, Glenfiddich, Monkey Shoulder, Grants Whiskey, and Jimmy's Cocktails.
Led a brand marketing pitch for PepsiCo, with direct reporting to the CCO and CEO.

E-mailersOral CommunicationFull CycleSocial MediaSpoken EnglishCreativity and Innovation+25

Dentsu creative

4 roles

Associate Creative Director

Promoted

Apr 2020 – Dec 2021 · 1 yr 8 mos

Launched and built IKEA’s brand presence in India over 5 years as the brand's lead creative, through strategic ad campaigns, contributing to a huge growth in ARR, simultaneously earning features on Ads of the World.
Conceptualised IKEA’s end-to-end country launch campaign across digital, print, outdoor, TV, ambient, and PR, driving considerable lifts in brand awareness, store visits, repeat visit rates, and loyalty member sign-ups within 1 year.
Served as the custodian of IKEA’s brand voice, guiding agency and client teams, especially through stakeholder transitions.
Piloted a branded YouTube mini-series for Tata Tea in partnership with FilterCopy, India’s leading short-form digital content platform, garnering millions of views.
Created Carlsberg’s marketing campaign across print and digital media celebrating Liverpool FC’s EPL win, collaborating with influencers and media publications, driving considerable lifts in impressions, offline reach, engagement, brand awareness, and ad recall.
Awarded Dentsu Employee of the Year in the APAC region in 2018 for strategic and creative excellence in marketing.
Became the only recipient of two D&AD Young Blood awards in a single year for a proactive road safety PSA campaign for Google Maps, which was subsequently featured in the Kyoorius Yearly Journal.
Got shortlisted at the Young Spikes India Award for an integrated multi-channel brand campaign for India’s national airline.
Played a key role in winning the brand marketing pitches for Netflix and Tata Tea.
Handled various other accounts including Maruti Suzuki, Hindustan Times, Radio One, and Max Bupa.

E-mailersOral CommunicationFull CycleSocial MediaSpoken EnglishCreativity and Innovation+21

Group Head

Apr 2019 – Apr 2020 · 1 yr

Creative Supervisor

Promoted

May 2018 – Apr 2019 · 11 mos

Senior Copywriter

Sep 2016 – May 2018 · 1 yr 8 mos

Bc web wise

Freelance Writer

Sep 2014 – Oct 2015 · 1 yr 1 mo · Mumbai

Worked on Nanhi Kali

E-mailersOral CommunicationSocial MediaSpoken EnglishCreativity and InnovationInterpersonal Skills+5

Itsa brand innovations limited

Copywriter

Aug 2014 – Sep 2016 · 2 yrs 1 mo · Gurugram, Haryana, India

Conceptualised Sony Xperia’s launch campaign on digital media, generating 10M+ impressions, 1.2M+ YouTube views, and 1.5M+ website traffic within 2 months, earning multiple digital marketing awards at Adstars and Abbys.
Played a key role in winning creative pitches for Sony Phones, Sony TVs, and Pizza Hut India.
Served as the lead creative for HCL Global's employer branding transformation, resulting in winning a gold at London RAD Awards.
Won a silver at London RAD Awards for HCL’s hiring programme in association with MTV’s show, "Get A Job."

E-mailersOral CommunicationSocial MediaSpoken EnglishCreativity and InnovationInterpersonal Skills+12

Lowe lintas and partners

Junior Copywriter

Apr 2013 – Jul 2014 · 1 yr 3 mos · Kolkata

Got two TV ad scripts (for an Indian telephone and a steel company) approved for production within the first three months of my career.
Worked on Monginis and Captain TMT bars.