Curriculum VitaeCreative Direction · Product · AI SystemsMMXXVI
Carlo Berry
Creative Director & Product Designer — design that ships
carlob.personal@gmail.com
+44 7893 930 967
Manchester, UK — worldwide · carloberry.com · in/carlo-berry
SamsungLeo BurnettHKTVmallForbes MEGeneral MotorsDellZurichFAM Properties
01 /Profile
At a glance
13 years · 6 countries
Brand → product → build
Remote · hybrid · on-site
Available — select projects, 2026
Creative director and product designer — 13+ years inside brands, agencies and product teams across the UK, Hong Kong and the Gulf, from Fortune 500s to startups. I've led the visual direction of e-commerce platforms serving 4.5M+ monthly users (HKTVmall), art-directed Samsung launches with Leo Burnett across Gulf TV, and launched the UK's first automated retail concept from zero. Having worked inside businesses — not just on them — I design for how they actually run. And I stay through the build: front-end, automation and AI tooling are part of my craft, so the work doesn't stop at the file.
13+
Years — brand ·
campaign · product
4.5M
Monthly users on
platforms designed
6
Countries — UK ·
HK · UAE · KSA +
3×
Samsung launches —
with Leo Burnett
02 /Experience
May 2025 — presentManchester · global
Independent — Senior Creative & Automation Consultant
Design-and-build consultancy — engagements incl. Scene3D · TokenSense · BrewFlow · LogicFox
Senior consultant to growing companies — brand, product and the systems behind them, from discovery through build. Increasingly, that means designing and building AI systems that run in production.
- Scene3D (UK 3D-scanning company) — designed & built an AI operations platform end-to-end: migrated the business onto a self-hosted CRM (Twenty) + n8n, then built an AI cockpit that turns inbound email into reviewed CRM actions through a human-in-the-loop queue (grounding + shadow-mode measurement), a grounded email draft-composer and automated Xero billing — production infra, reversible, in daily use by the team
- Designed & shipped TokenSense.io — a universal AI gateway & control plane that routes and manages AI spend across providers, no code — a 30+ page SaaS built end-to-end (Supabase · Vercel); n8n node published to npm
- Built a self-healing AI agent framework — six production workflows with human-in-the-loop approval, error recovery and cost tracking — open-sourced on the n8n marketplace
- Brand & product for BrewFlow.io; CRM automation (HubSpot, Pipedrive) and lead-generation systems cutting manual follow-up by 60–80%
02 /Experience — continued
Nov 2024 — May 2025Hong Kong · remote
HKTVmall — Senior Art Director
HKTV Group — one of Hong Kong's largest e-commerce platforms
Led creative direction for an app serving 4.5 million monthly users — the user experience, visual language and marketing output.
- Led the creative vision for the app redesign and brand refresh across Beauty, Fashion and Lifestyle verticals
- Directed “Hello, Beautiful” — the beauty vertical evolution: conversion-focused journeys across app, OOH and live commerce
- Designed UX flows and high-fidelity UI in Figma, with data-informed decisions improving discovery and purchase pathways
- Directed static and motion design for campaigns, in-app promotions and seasonal launches
- Helped define the platform's new design system; mentored and supported junior creatives
Apr 2022 — Nov 2024Manchester, UK
Shoalter Automation — Creative & Marketing Manager
HKTV Group — in:Five, the UK's first fully automated smart convenience store
Led brand, creative and marketing for in:Five — shaping its identity from concept to customer experience, working alongside product and engineering to bridge physical retail automation with digital marketing infrastructure.
- Managed integrated campaigns across social, email and physical touchpoints — driving store traffic and repeat engagement
- Integrated AI-powered content tools to scale creation and streamline production — cutting asset turnaround while keeping brand consistency
- Collaborated with leadership, product and growth teams to launch new acquisition channels
- Oversaw performance marketing, SEO/SEM and UX analytics — data-led acquisition and funnel optimisation
02 /Experience — continued
2019 — 2022UAE & KSA
MU Media — Creative & Marketing Lead
MENA — Samsung · Leo Burnett · Forbes Middle East · General Motors · FAM Properties
Led content and marketing for household names across the UAE and KSA — bold creative at agency pace, from branding to TikTok influencer campaigns. Multi-client delivery is where I learned to build repeatable production systems.
- Lead video editor for the Samsung Galaxy S21 Ultra launch with Leo Burnett across Gulf TV and digital — asked back for the Flip3 and Fold3 5G campaigns
- Filmed, edited and produced video for digital and social — short-form to long-form editorial
- Pitched creative that secured new client partnerships; produced The Mental Unblock Podcast
- Delivered integrated campaigns spanning influencer marketing and branded content
2017 — 2019Dubai · MENA
YourAmlak — Creative Lead & Growth Marketer
Property platform — data-led growth across MENA markets
Drove growth through data-led strategy, creative execution and hands-on production — from brand voice to new-market launches: listings, brokers, and trust with home-seekers.
- Multichannel demand generation — Google, Meta & LinkedIn across Bahrain, Jordan and Qatar with optimised funnels and retargeting
- Produced 3D walkthroughs and market explainers that drove qualified traffic and cut cost per lead
- Refined search filters and lead forms with product/UX; SEO content ranking for high-intent keywords
2012 — 2017Global
Independent — Creative & Marketing Director
Samsung · General Motors · Dell · Leo Burnett — agency-grade creative, worldwide
Multidisciplinary creative for global brands across campaign, content, design and digital — supporting household names and growing businesses with commercially focused output.
- Creative and design delivery across digital campaigns, branded content and e-commerce platform experiences
- High-performing assets for social, paid media, app, web and marketplace environments
- Worked directly with founders and senior stakeholders — commercial goals into clear creative
