Pankaj Kumar Sharma

Performance creative specialist with 11 years in visual design, focused on direct-response advertising creative for paid social. Works by diagnosing why a creative fails before redesigning it — rebuilding two international education campaigns around the audience's blocking objections delivered a 4.4x and a 4.8x lift in click-through rate, with cost per lead halved on one of them at unchanged bidding. Builds modular creative systems that scale across programs, markets and placements rather than one-off assets, and owns the full testing loop from hypothesis through to creative-level performance read.

Runs multi-market campaigns across India, the UK, Malta and Africa on Meta and LinkedIn, in static, motion and AI-assisted formats. Previously led a team of three designers and acted as sole point of contact for international B2B and B2C accounts.

Senior Graphic Designer (Art Director – Performance Creative) at Gedu Services Pvt. Ltd. (2024-03 – Present)

• Rebuilt the paid social creative system for ICN Business School's India postgraduate campaign, lifting creative-level click-through rate from 0.93% to 4.10% — a 4.4x improvement — at a cost per lead of approx. ₹2,100 (£20) and a 5.29% application start rate.
• Rebuilt the Master of Public Health creative for GBS Malta, lifting click-through rate from 0.61% to 2.91% (4.8x) and halving cost per lead from approx. ₹3,800 (£36) to ₹1,900 (£18) with no change to bidding, targeting or budget — creative was the only variable.
• Raised application start rate from 1.4% to 3.10% on the same campaign by replacing a call-back request with a direct apply CTA, moving more of the traffic further down the funnel rather than just increasing clicks.
• Diagnosed underperformance as a message-hierarchy problem rather than a targeting problem on both accounts, restructuring each frame around the objections blocking the decision — cost of study, recognition of the qualification at home, and visa risk — instead of the program name and process claims.
• Designed modular master templates — a three-zone hook / proof / action frame and a split message / aspiration / proof frame — that scaled across 11 postgraduate programs and three placements (1:1, 4:5, 9:16) without recropping text, removing bespoke builds from the workflow.
• Ran structured creative testing across Meta campaigns in India, Malta, the United Kingdom and Africa; winning variants outperformed control by 11–26% on click-through rate.
• Read creative-level performance across impressions, click-through rate, link-click rate and cost per result to direct spend — a two-variant test on a £2,000 budget isolated a 23% reach advantage against a 24% cost-per-result penalty, and that trade-off set the brief for the rebuild that followed.
• Adapted message emphasis per platform — ranking and accreditation on LinkedIn, price incentive on Instagram, full message stack on Facebook — from a single master template.
• Integrated AI-assisted production workflows using Adobe Firefly, Midjourney and Runway ML to accelerate concept generation and variant output.

Senior Graphic Designer at TeckValley India (2021-07 – 2024-03)

• Acted as sole point of contact for multiple international clients across the United Kingdom and Switzerland, leading client calls and managing end-to-end delivery of website design, banners and social media content.
• Led and mentored a team of three junior designers, translating client briefs into clear creative direction and reviewing all output for quality and brand alignment before delivery.
• Developed end-to-end brand identities including logos, design systems and brand guidelines for international B2B and B2C clients, owning the relationship from brief to final delivery.
• Produced illustrations, infographics and animated assets optimized for digital platforms, increasing social engagement and reach.

Freelance Graphic Designer at Independent (2020-04 – 2021-07)

• Produced performance-focused ad creatives and landing page visuals for paid social and display campaigns.
• Delivered brand identities, social creatives and marketing collateral for startups and agencies on a project basis.

Graphic Designer at SVG Media (2018-08 – 2020-04)

• Delivered design assets across multiple concurrent client accounts at a full-service agency, including Nike, Keto and real estate brands.
• Designed responsive web layouts, user interface elements and landing pages aligned to each client's brand standards and usability best practice.
• Collaborated with marketing, copywriting and development teams to deliver integrated campaign assets on schedule.

Junior Web and Graphic Designer at Jaarvis Technologies (2015-02 – 2018-08)

• Produced print, web and social media assets for brand campaigns under the direction of senior designers.
• Prepared production-ready files for print and digital, ensuring color accuracy, resolution and format compliance.

Diploma in Web and Graphic Design – Mongia Institute (2012 – 2014)

Bachelor of Arts – Delhi University (2009 – 2012)