Industry
FinTech
Brand
Worldremit
Ramadan Social Campaign
TL;DR
Driving global conversion through high-volume creative excellence.
Detailed analysis is available via private presentation.
Scaling global design operations for WorldRemit’s record-breaking Ramadan campaign
Context
WorldRemit, a leading FinTech for global migrant communities, relies heavily on the Ramadan Gold Campaign, which accounts for 35% of its annual marketing budget. In 2022, a strategic challenge emerged: the high-priority Ramadan launch collided with the mandatory bi-monthly Social Refresh. This created a massive production bottleneck that required a leader capable of orchestrating high-volume output without compromising on the cultural sensitivity or creative quality essential to the Muslim migrant audience.
Key achievements
500+
Final assets
32%
Conversion increase
27%
Surge in CTR
Role
I stepped into a dual-leadership role, acting as the primary strategic bridge between the Marketing and Creative teams. While collaborating with the Senior Designer on the Ramadan campaign, I took full independent ownership of the Social Refresh. My focus was on Design Operations, ensuring that two massive workstreams could run in parallel by optimizing communication with Social Media Strategists and Campaign Managers and implementing automated workflows.
Key actions
Strategic Resource Allocation, managing a complex dual-project roadmap, allocating 90% of production capacity to the Social Refresh while simultaneously inheriting and scaling master concepts for the Ramadan campaign across TVC, YouTube, and Social.
Scaling through Design Automation, spearheading the creation of 500+ assets in 30 days. By leveraging an automation platform and efficient templating, I minimized feedback loops and maintained a "zero-delay" delivery schedule.
Multi-Channel Creative Orchestration, leading the development of four distinct creative concepts tailored for global platforms. I oversaw the transition from static social ads to complex motion design for TV commercials and YouTube content, ensuring a cohesive brand narrative.
Cross-Functional Advocacy, acting as the linchpin for stakeholders, providing design rationale to Campaign Managers and ensuring that the creative vision was perfectly aligned with the high-stakes performance goals of the Ramadan period.
Setting new benchmarks in FinTech engagement and conversion
Business impact
The 2022 Ramadan Campaign achieved a +32% increase in conversion rate compared to 2021 (previously the most successful year in the company's history), directly impacting the year’s most critical revenue window.
The Social Refresh saw a 27% surge in Click-Through Rate (CTR) compared to previous campaigns, proving the effectiveness of the new visual strategy.
Demonstrated the ability to manage hyper-growth output levels (500+ assets) with minimal friction, showcasing a scalable model for future high-season campaigns.
Produced a comprehensive H1 Creative Output review that aligned the Creative Team’s efforts with broader business milestones, elevating the team’s visibility within the organization.