USMAN AZIZ
Lahore
Summary
Strategic Design and Marketing Executive with 22 years' experience in global fashion design, brand architecture, and digital strategy. Led creative direction for over 12 agency client brands and developed go-to-market strategies, trend forecasting, and effective marketing campaigns. Expertise includes 14 years in fashion manufacturing and international merchandising, paired with over 7 years of brand consultancy.
Overview
21
21
years of professional experience
Work History
Creative Director
Viri 19
08.2025 - Current
- Defined brand identity and design philosophy for all core product lines, ensuring cohesive visual representation and messaging.
- Spearheaded integrated sales and performance marketing campaigns, accelerating market entry through targeted creative executions.
- Participated in meetings to discuss creative roles , assignments and ideas, implementing brand vision.
- Created marketing plans and devised strategic communication approaches to promote to wider audience, increase traffic and support brand recognition.
- Managed project timelines and budgets, ensuring timely delivery of high-quality creative work within financial constraints.
Creative Director
Oaklynn
08.2023 - Current
- Architected creative campaigns from visual concept to commercial launch, ensuring alignment with brand strategy.
- Developed strategic marketing plans and creative briefs, leading vendor negotiations to optimise project costs.
- Managed projects in Lahore, collaborating with local teams to deliver successful outcomes.
Brand Director
Headsup
01.2022 - Current
- Directed product planning, developed creative assets, and implemented go-to-market strategies for client expansion.
- Oversaw marketing funnels, enhancing brand reach and audience engagement.
- Developed and implemented comprehensive brand strategy, enhancing company image and market presence.
- Conducted competitor analysis to identify gaps and opportunities in the market.
- Analysed market trends and customer insights to inform product development and positioning.
Brand Manager
Sadhbarg
06.2024 - 11.2025
- Managed multi-channel marketing campaigns and high-budget photoshoots to drive brand visibility and digital engagement.
- Spearheaded brand repositioning, aligning seasonal product direction with target consumer demographics to enhance market relevance.
- Lahore
Brand Manager
Mariam Aziz
01.2023 - 06.2025
- Oversaw creative strategy and social media presence, enhancing brand equity.
- Directed digital advertising campaigns and editorial shoots, achieving high conversion rates.
- Developed and implemented comprehensive brand strategy, enhancing company image and market presence.
- Created customer awareness of goods, services and special promotions with creative advertising strategies.
- Evaluated market research outcomes for improved advertising strategy.
Design Consultant & Project Head
Gym Armour Performance Wear
07.2018 - 09.2023
- Developed activewear brand's design language, defining core identity and product range.
- Managed multiple design projects simultaneously, prioritising tasks to meet tight deadlines without compromising quality.
- Understood functional requirements and adapted design work accordingly.
- Analysed client needs and objectives to propose customised design strategies.
Creative Director
22Ahead
01.2021 - 08.2023
- Sourced raw materials from major international trade shows and directed print design layouts for web, offset, and digital platforms, ensuring cohesive brand representation.
- Managed international range planning to ensure regional designs reflected WGSN global trend forecasts, enhancing product relevance.
- Dubai, UAE
Design Consultant
Carom
03.2021 - 08.2021
- Developed market strategy and designed products for successful launch of adult apparel line.
- High Point Venture Pvt Ltd
- Managed multiple design projects simultaneously, prioritising tasks to meet tight deadlines without compromising quality.
- Understood functional requirements and adapted design work accordingly.
- Analysed client needs and objectives to propose customised design strategies.
Senior Brand Consultant
Hang Ten
01.2019 - 01.2021
- Developed brand relaunch strategies and market positioning for full lifecycle apparel development.
- Irfan Textile
- Created customer awareness of goods, services and special promotions with creative advertising strategies.
- Enhanced target market reach through tactical social media advertising.
- Helped teams reach ambitious sales objectives with multi-channel marketing campaigns.
Senior Product Manager
Stoneage Jeans Co.
02.2018 - 12.2018
- Led product design and developed denim range for region's top casualwear label, enhancing brand identity and market presence.
- Crescent Bahuman Ltd
- Spearheaded the implementation of agile methodologies, enhancing team productivity and project turnaround time by 40%.
- Facilitated agile product development processes, accelerating time to market and responsiveness to customer feedback.
- Led cross-functional teams in the development and launch of innovative products, significantly increasing market share.
Head of Department (Menswear)
Ethnic by Outfitters
09.2016 - 02.2018
- Coordinated seasonal collection planning, sourcing, and commercial execution, aligning product offerings with market trends for nationwide retail stores.
- Reviewed and evaluated departmental performance, presenting reports to senior management with actionable insights and recommendations.
- Collaborated with other managers to plan and direct organisational tasks.
- Conducted regular performance reviews, offering constructive feedback and setting individual objectives.
Senior Design Manager
Yellow
10.2015 - 09.2016
- Co-designed and developed apparel lines alongside design teams for global powerhouses including Zara, Bershka, Calvin Klein, Tommy Hilfiger, and C&A.
- Directed global trend research and led cross-functional marketing efforts across Spain, Italy, UK, Argentina, and India.
- Selected for an intensive 5-day product planning workshop directly with the Zara core design team in Spain.
- Beximco Apparels Ltd, Dhaka, Bangladesh
Senior Product Manager (Menswear)
Leisure Club
05.2013 - 10.2015
- Led market research, fabric procurement, and execution of menswear line to align product offerings with consumer preferences.
- Coordinated Sefam operations to optimise workflow and enhance cross-functional collaboration.
- Spearheaded the implementation of agile methodologies, enhancing team productivity and project turnaround time by 40%.
- Facilitated agile product development processes, accelerating time to market and responsiveness to customer feedback.
- Collaborated with marketing teams to create compelling product messaging, significantly boosting brand visibility and sales.
Head of R&D Department
Decent Textile
05.2012 - 04.2013
- Developed denim and non-denim collections for El Corte Inglés (Spain) that aligned with seasonal trends (Easy Wear SS13/FW13-14 & Brotes Summer 2013).
- Presented collections to European buyers and international retail merchandisers, establishing key relationships to enhance brand visibility.
- Collaborated with team members to achieve target results.
- Managed complaints with calm, clear communication and problem-solving.
- Maintained clean, safe working environments to eliminate accident risks.
Head of Design Department
ChenOne
11.2005 - 04.2012
- Oversaw apparel product lifecycle from concept sketches through to production execution.
- Chenab Textile
- Selected and trained staff to build knowledgeable, well-performing team.
- Led daily operations to achieve key business objectives.
- Mentored staff to enable professional development and progression.
Education
Diploma - Fashion & Textile Design
Dandy School of Fashion and Textile
Lahore01-2004
Skills
- Creative leadership
- Brand Architecture
- Strategic messaging
- Market trend analysis
- Product Development
- Product range strategy
- Design Innovation
- Product range strategy
- Campaign management
- Digital strategy
- Team development
Custom
- Dubai, UAE, 2008, 2014, 2017, 2019, 2023, Fashion buying, fabric sourcing, and official Brand Representative at Pakistan Fashion Week Dubai (2014).
- Guangzhou, China, 2007, 2019, Apparel supply chain management and trade sourcing at the Canton Fair.
Timeline
Creative Director
Viri 19
08.2025 - Current
Brand Manager
Sadhbarg
06.2024 - 11.2025
Creative Director
Oaklynn
08.2023 - Current
Brand Manager
Mariam Aziz
01.2023 - 06.2025
Brand Director
Headsup
01.2022 - Current
Design Consultant
Carom
03.2021 - 08.2021
Creative Director
22Ahead
01.2021 - 08.2023
Senior Brand Consultant
Hang Ten
01.2019 - 01.2021
Design Consultant & Project Head
Gym Armour Performance Wear
07.2018 - 09.2023
Senior Product Manager
Stoneage Jeans Co.
02.2018 - 12.2018
Head of Department (Menswear)
Ethnic by Outfitters
09.2016 - 02.2018
Senior Design Manager
Yellow
10.2015 - 09.2016
Senior Product Manager (Menswear)
Leisure Club
05.2013 - 10.2015
Head of R&D Department
Decent Textile
05.2012 - 04.2013
Head of Design Department
ChenOne
11.2005 - 04.2012
Diploma - Fashion & Textile Design
Dandy School of Fashion and Textile