Tathagata Sarkar
Mumbai
Summary
Creative systems specialist with 4+ years of experience building scalable, feed-driven brand and performance marketing infrastructure across 22 EU markets. Experienced in dynamic template architecture (Celtra CE, Smartly.io), conditional logic frameworks, and AI-assisted creative workflows. Computer Science graduate bridging creative strategy with technical feasibility to enable automation-ready brand systems at scale.
Overview
3
3
years of professional experience
Work History
Senior Integrated Designer – Creative Systems
Brandtech Group | Adidas Europe
Mumbai
08.2025 - Current
Lead scalable creative infrastructure supporting 22 EU markets and 300+ assets per campaign across performance-driven initiatives.
Key Responsibilities & Contributions
• Designed and optimized feed-driven dynamic ad frameworks in Celtra CE, integrating 1000+ Adidas product SKUs.
• Defined conditional logic mapping product attributes (color, brand category) to dynamic background hex codes, copy variants, and CTA structures.
• Partnered with Celtra developers to translate creative logic into rule-based rendering systems.
• Tested edge cases using live feed data and refined fallback logic to ensure rendering consistency.
• Integrated AI-assisted background removal workflows to standardize product assets prior to dynamic template deployment.
• Contributed to Smartly.io's dynamic template governance, enabling scalable multi-market rollout.
Impact
• Enabled scalable dynamic rendering of 300+ creatives per campaign.
• Reduced manual styling inconsistencies across 22 EU markets.
• Accelerated deployment speed for feed-based product campaigns.
Integrated Designer
Brandtech Group | Adidas Europe
Mumbai
09.2024 - 07.2025
• Built and optimized dynamic templates within Celtra CE and Smartly.io.
• Supported feed-based campaign deployments across EU markets.
• Contributed to structured template logic and automation-ready frameworks.
• Collaborated cross-functionally to streamline creative production workflows.
Senior Visualizer
FCB Kinnect
Mumbai
01.2023 - 08.2024
• Led digital campaign execution for Amazon Fashion, Amazon Fresh, Tide, Disney+ Hotstar, and Standard Chartered.
• Managed high-volume asset production under tight timelines.
• Coordinated cross-functionally with strategy and media teams to align creative delivery with performance objectives.
Education
Postgraduate Diploma in Advertising Design & Digital Communication - Communication Design
École Intuit Lab
Mumbai03-2023
Bachelor of Technology - Computer Engineering
Techno India University
Kolkata04-2020
Skills
Brand Infrastructure & Template Governance
Feed-Driven Dynamic Creative Systems
Conditional Logic & Rule-Based Rendering
Celtra CE & Smartlyio
AI-Assisted Creative Workflows (Pencil Pro)
Multi-Market Creative Operations (22 EU Markets)
Cross-Functional Collaboration with Developers
Workflow Optimisation & Automation Strategy
SELECTED INFRASTRUCTURE PROJECTS
Feed-Driven Dynamic Creative Rendering Framework
Adidas Europe | Celtra CE
• Designed and defined conditional logic for 1000+ product SKU feed integration.
• Mapped product attributes (color, brand category) to dynamic background hex codes, copy variants, and CTA logic.
• Collaborated with Celtra developers to implement rule-based rendering systems.
• Tested edge cases and refined fallback logic to ensure consistent multi-market output.
• Enabled scalable deployment across 22 EU markets.
⸻
AI-Assisted Product Asset Normalization Workflow
• Integrated AI-based background removal tools to standardize product PNGs before dynamic template rendering.
• Reduced manual asset preparation time and improved visual consistency.
• Established structured pre-rendering workflow before Celtra deployment.
⸻
Multi-Market Template Governance System
• Contributed to scalable template architecture supporting 300+ creatives per campaign.
• Implemented conditional toggles and structured dynamic fields for localization control.
• Balanced automation flexibility with brand governance across EU markets.
Tech Stack
Celtra CE | Smartly.io | Pencil Pro | Dynamic Creative Optimisation (DCO) | Feed-Based Rendering Systems Conditional Logic Frameworks | Adobe Creative Suite | Figma
Timeline
Senior Integrated Designer – Creative Systems
Brandtech Group | Adidas Europe
08.2025 - Current
Integrated Designer
Brandtech Group | Adidas Europe
09.2024 - 07.2025
Senior Visualizer
FCB Kinnect
01.2023 - 08.2024
Postgraduate Diploma in Advertising Design & Digital Communication - Communication Design
École Intuit Lab
Bachelor of Technology - Computer Engineering
Techno India University