David Metrovich

Hertfordshire-based Senior Creative with a proven track record of translating business goals into high-impact, multi-channel campaigns. Expert in cross-functional team leadership, art direction, and operational and budget management. Adept at delivering brand experiences across print, digital, and physical spaces that consistently drive revenue and engagement.

Head of Creative at DxM Design (2024-01 – Present)

Drive overall creative vision, brand strategy, and multi-channel campaigns for B2B and B2C clients across the automotive, property, and education sectors, and charity organisations like the Church of England, with clients including Nexen and Goodyear tyres — turning core business goals into standout experiences across web, social, video and print.

• Brand Systems & Quality Control: Design complete visual identities, style guides, and practical brand frameworks while protecting brand integrity by keeping visual style, tone of voice, and overall aesthetics consistent across every channel.
• Social, Video & Digital Channels: Oversee digital marketing from broad campaign concepts down to social media content, website visuals, and promotional materials, alongside guiding video projects from initial concept to final polish.
• AI-Powered Workflows: Integrate generative AI using Firefly, Claude and Gemini into the design process to quickly mock up ideas, optimise asset variations, and keep projects moving efficiently.
• Team & Resource Leadership: Lead creative teams, manage external suppliers and freelance talent and keep timelines and budgets on track to deliver strong work while protecting project margins.

Creative Director at Peachy Creative (2011-01 – 2023-12)

Led the creative vision, strategic direction, and execution of multi-channel campaigns for a prestigious, enterprise-level client base, including the NHS and the Financial Times. Steered the full creative lifecycle, translating initial high-level concepts and competitive pitches into seamless final production and campaign delivery.

• Built, scaled, and mentored a high-performing creative studio of six designers and cross-functional specialists, guiding teams, stakeholders, and clients through the creative process to deliver marketable, high-impact outcomes.
• Cultivated deep, trust-based relationships with executive stakeholders and clients, translating complex briefs into highly marketable print, digital, and multi-channel campaign concepts.
• Directed large-scale, multi-channel advertising and marketing campaigns, applying strategic art direction to ensure precise alignment with client business objectives and audience resonance.
• Maintained full operational and fiscal accountability for creative studio deliverables, managing client budgets to consistently launch high-profile projects on time and within scope.

Senior Designer & Studio Manager at pma* Limited (2006-01 – 2010-12)

Led creative workflows and multi-channel design initiatives for an integrated agency, partnering with major brands—including Reed Exhibitions, Charles Wells, and the NHS—alongside local government, social housing, and education sectors to drive strategic brand growth.

• Promoted to Studio Manager to oversee workflow optimisation, streamlining internal processes to maximise creative output and team efficiency.
• Contributed to winning competitive client pitches by developing and delivering high-impact strategic presentations and creative concepts.
• Collaborated closely with the agency Creative Director to execute design solutions and manage multi-channel campaign material.
• Championed brand integrity, ensuring visual consistency, inclusivity and strict regulatory compliance.

Senior Designer at Abbey Bank / Santander (2004-01 – 2006-12)

Designed and developed a comprehensive suite of multi-channel assets for the national Abbey National to Santander Bank transition, spanning print advertising, financial publications, digital applications and ATM user interfaces.

• Partnered with Wolff Olins to co-develop the Santander brand identity, collaborating with corporate teams to establish highly compliant, regulatory-approved brand guidelines.
• Launched nationwide multi-channel campaigns, delivering a seamless brand experience across print publications, digital assets, and consumer-facing ATM interfaces.

HND in Graphic Design & Illustration – Newham College of FE

BTEC ND in Graphic Design & Illustration – Barnfield College