Trading Growth Campaigns

Objective

The goal was to raise the quality, impact and competitiveness of Hantec Markets' global trading creative across every channel. As Global Creative Director I led a continuous enhancement programme to build stronger, more dynamic campaigns and position Hantec Markets as a modern, credible fintech brand in a crowded global trading market.

Beyond visual improvement, the objective was to make the creative communicate real product value, strengthen acquisition and support engagement across the customer journey.

Solution

We introduced a more performance-led and product-focused approach across brand campaigns, feature launches, CRM, paid media and social. Working with Sales, Product, CRM, Performance and Social teams, we refined the work continuously against audience behaviour and platform performance. That included brand awareness campaigns, feature launches, copy trading promotions and the rollout of InsightPro, Hantec Markets' AI-powered platform for real-time trading opportunities.

Over two years the creative direction evolved into a sharper, more premium and more conversion-focused visual system.

AI and tools

Figma for the design system, component library and the templates that let the team produce consistently at speed. Claude for concept development, creative briefs, messaging routes and copy variation, and for pressure-testing my own reasoning before work went to stakeholders. I built the system, wrote the briefs and directed every output. AI accelerated the thinking and the variation. The decisions were mine.

My responsibilities

• Led creative direction across trading campaigns and product initiatives
• Built the Figma design system and component library the team works from
• Used AI to accelerate concepting, briefing and copy variation while holding the creative decisions
• Elevated visual quality and consistency across all marketing output
• Developed high-performing assets across integrated marketing
• Partnered with cross-functional teams to optimise creative performance continuously
• Directed campaigns for product launches, promotions and brand initiatives
• Oversaw design standards, messaging alignment and brand consistency