Muzammil Shaikh
1. Role & Reporting
Role Title: Creative Designer – Graphics & Video
Department: Marketing & Brand
Reports To (Primary):
Marketing Head
Functional / Dotted-line:
Performance Marketing Specialist (for ad creatives & performance videos)
Works Closely With:
Content Writer / SEO & Content Team (for blog images, thumbnails, copy-to-creative alignment)
Performance Marketing Specialist (for high-converting ad creatives & variations)
Social Media & Community Manager / Marketing Executives (for daily SM posts, stories, campaigns)
UI/UX Designer (for visual consistency with product/UI where needed)
Tech / Web/App Team (for correct banner sizes/formats)
CX / Ops / HR (internal creatives, announcements, training or HR graphics when required)
2. Role Purpose
Design and deliver all visual assets (static + video) for Cashkr so that:
The brand looks consistent, modern and trustworthy across all channels
Paid and organic campaigns get clear, scroll-stopping creatives
All teams receive on-time, ready-to-use designs and videos for their campaigns and communication.
3. Key Result Areas (KRAs)
KRA 1 – Static Creative Design for Marketing & Brand
Create high-quality static creatives for social media, ads, website/app, campaigns and internal communication, while keeping brand look consistent.
KRA 2 – Video Editing & Motion Content
Edit and produce reels, shorts, testimonial videos, performance ad videos, and motion graphics that support campaigns and storytelling.
KRA 3 – Brand Consistency & Visual Standards
Maintain brand colors, fonts, styles and tone across all outputs, and evolve a simple, scalable visual system for Cashkr.
KRA 4 – Collaboration & Support for Marketing & Other Teams
Work closely with Performance Marketing, Content, and other teams to translate briefs into creatives, provide variations and deliver on time.
KRA 5 – Asset Management & File Organization
Maintain structured, easily searchable folders for raw files, project files and final exports (static + video) so the team can reuse assets without chaos.
4. KPIs (Mapped to KRAs)
No. 1 – On-Time Creative & Video Delivery
Description:
How reliably the designer delivers requested creatives/videos before agreed deadlines.
Formula:
On-Time Delivery % =
Number of creative/video tasks delivered on or before agreed deadline ÷ Total creative/video tasks delivered × 100
Target:
As close to 100% as possible (with clear deadline agreement upfront).
Data Source:
Task tracker (Sheet/Notion/ClickUp), request logs.
Review Frequency:
Weekly / Monthly.
Linked KRAs:
KRA 1, KRA 2, KRA 4.
No. 2 – Creative Volume & Coverage
Description:
Ensures enough creatives are being produced to support marketing needs.
Metrics (examples):
Number of static creatives produced per week/month (posts, ads, banners, etc.)
Number of videos edited/produced per week/month (reels, shorts, testimonials, ads)
Target:
To be defined based on marketing calendar (e.g., X posts/week, Y ad creatives/month, Z videos/month).
Data Source:
Task tracker, export folders.
Review Frequency:
Monthly.
Linked KRAs:
KRA 1, KRA 2.
No. 3 – Brand Consistency & Error Rate
Description:
Measures how often creatives go out on-brand and error-free.
Possible Metrics:
Number of creatives requiring rework due to brand/style errors ÷ Total creatives × 100
Number of revisions requested due to basic issues (wrong color, font, logo usage, spacing, spelling on artwork, etc.)
Target:
Very low error/rework rate; improve over time as templates and systems mature.
Data Source:
Review comments from Marketing Head/Team, version history, QC notes.
Review Frequency:
Monthly.
Linked KRAs:
KRA 3.
No. 4 – Creative Performance Support (Ads & Social)
Description:
While performance is owned by Performance Marketing, this checks if good creative inputs are being provided.
Examples of Signals:
Number of ad creative variations supplied per key campaign (static + video)
% of top-performing ads using latest creative style/template
Feedback from Performance Marketing on creative impact (qualitative)
Target:
Each major campaign should have strong creative support (multiple variations for testing).
Data Source:
Ads manager previews, experiment logs, feedback from Performance Marketing.
Review Frequency:
Monthly.
Linked KRAs:
KRA 1, KRA 2, KRA 4.
No. 5 – Asset Management & Re-usability
Description:
How well the designer maintains organized and reusable design libraries.
Signals/Metrics:
Folder structure present and up to date (by campaign/date/type)
Availability of editable project files (source files)
Time taken for team to find older creative when needed (feedback)
Target:
All assets should be easily discoverable by campaign/date/type; minimal “lost file” issues.
Data Source:
Drive/folder audits, team feedback.
Review Frequency:
Quarterly.
Linked KRAs:
KRA 5.
No. 6 – Stakeholder Satisfaction (Internal Feedback)
Description:
How satisfied internal teams (Marketing, CX, Ops, HR, etc.) are with creative quality, clarity and timeliness.
Formula:
Average rating from simple quarterly feedback form (1–5 scale)
Target:
≥ 4/5 average.
Data Source:
Internal feedback form/survey.
Review Frequency:
Quarterly.
Linked KRAs:
KRA 1, KRA 2, KRA 4.
5. Core Processes / SOPs Owned
The Creative Designer – Graphics & Video is owner / co-owner for these SOPs:
Marketing Creative Request & Delivery SOP
How teams raise creative requests:
Brief format (objective, platform, size, copy, CTA, deadline, reference examples)
How tasks are prioritised (performance campaigns, seasonal campaigns, BAU posts, internal creatives).
Standard turnaround times for:
Simple edits
New static creatives
Video edits
Motion graphics.
Static Creative Design SOP
Brand guidelines:
Colors, fonts, logo usage, iconography, spacing, visual tone.
Template systems for:
Social posts (feed, stories, reels cover)
Ad creatives (Google Display, Meta, YouTube thumbnails)
Website/app banners, hero images, section graphics
Blog headers and inline images.
QC checklist before sharing:
Spelling, logo placement, contrast, CTA visibility, size/ratio.
Video Editing & Motion Graphics SOP
Video types:
Reels & shorts
Testimonials
Performance ad videos (Meta/YouTube)
Explainer / motion graphics
Long-form (when required)
Workflow:
Receive footage + script/outline
Rough cut → refine → add music, transitions, text overlays/subtitles, branding, CTAs.
Export & delivery standards:
Resolution, formats, aspect ratios per platform (9:16, 1:1, 16:9).
Safe zones for text/CTAs on each platform.
Brand Consistency & Visual System SOP
How the designer keeps and updates a brand visual kit:
Color palette (primary, secondary, accents)
Typography styles
Buttons, badges, sticker styles
Icon & illustration style.
How new styles/templates are proposed and approved before being widely used.
Asset & File Management SOP
Folder structure for:
Static creatives (by year → month → campaign → final / editable)
Videos (raw footage, project files, exports, social versions, ad versions)
Naming conventions (date_campaign_platform_type_version).
Backup rules and how to handle large files.
Collaboration SOP (with Performance, Content, Social, UX)
With Performance Marketing:
Creative briefs for performance ads (goal, hook, target, angle).
Ad creative variations for A/B testing.
With Content Writer / SEO:
Blog covers and inline images aligned with article themes.
Thumbnails and visuals that support SEO/social click-through.
With Social Media / Marketing Executive:
Monthly content calendar → creative requirements list → delivery plan.
With UI/UX:
When adapting product screens or flows into marketing creatives, align with UX designs.
6. Weekly & Monthly Reporting
Weekly – “Creative & Assets Weekly Snapshot”
To:
Marketing Head
Performance Marketing Specialist
SEO & Content Lead / Writer
Social Media / Marketing Executive
Format:
Short summary (Slack / Email / Doc) + link to updated folders.
Includes:
Creatives Produced This Week:
Number of static creatives (by category: SM, ads, website, internal).
Number of videos (reels, testimonials, ads, motion).
Delivery vs Plan:
Planned vs delivered tasks (any delays and reasons).
Highlights:
Key campaigns supported, new template/styles created, any major brand updates.
Next Week Plan:
Priority campaigns and creative volumes.
Any dependencies on copy, footage, approvals.
Monthly – “Creative & Design Section in Monthly Review”
To:
CEO (summary), Marketing Head, Performance Marketing, Content, Social, UI/UX, Data Analyst (if tracking creative performance).
Format:
Slides / Doc with sample creatives embedded or linked.
Includes:
Volume & Coverage Overview:
Total number of creatives and videos produced.
Breakdown by channel (SM organic, paid ads, website/app, internal).
Key Campaign Support:
Major campaigns and the creative sets made for them.
Example high-performing creatives (if performance data available).
Brand & System Updates:
New templates/styles designed.
Any brand kit updates (colors, layouts, visual rules).
Feedback Summary:
Themes from internal feedback (what teams liked, what to improve).
Top 3–5 Focus Areas for Next Month:
Types of creatives to increase (e.g., more testimonials, more social proof, more “how it works”).
System improvements (templates, file organization, motion graphic packs).