Sid
Head of Design Department @Zazz
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WORK HISTORY
Head of Design Department @Zazz
Toronto, ON, CA
Led the transformation of the design department by introducing the Design Circle System, a self-sustaining operating framework that defined KPIs, KRAs, performance systems, and innovation initiatives across the team.Improved operational efficiency and delivery performance, contributing to a 43% increase in annual profitability while optimizing team structure and reducing operational overhead.Scaled and mentored a team of 15 to 20 designers, establishing clear ownership, capability development programs, and a culture focused on accountability and design excellence.Enabled designers to manage client relationships directly, improving collaboration, accelerating feedback cycles, and achieving 99% CSAT for design delivery.Partnered with sales and marketing teams to support design-led proposal strategies and improve product engagement through usability testing and conversion-focused UX improvements.Represented the organization in high-level stakeholder engagements, including presenting national-scale digital initiatives to senior government leadership in Qatar.
EDUCATION
University of Calicut
BMMC, Digital Communication and Media/Multimedia
SKILLS
ABOUT SID
I help organizations turn design into a strategic advantage. Over the past 11 years, I have built and scaled design teams, introduced operational frameworks, and improved delivery performance while maintaining a strong focus on user experience and measurable business outcomes.
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