Cosmin Ursea

Drove design maturity for a Fintech SaaS, establishing the scalable infrastructure needed to grow from 6k to +14k users. Responsible for the end-to-end UX/UI lifecycle. ✦ SaaS Architecture: Redesigned core flows (Invoicing, Tasks, Expenses, Payroll, CRM, Time Tracking), translating complex financial logic into intuitive User Journeys. ✦ UX Strategy & Prototyping: Conducted User Audits to remove friction points, utilizing low-fidelity wireframes and high-fidelity interactive prototypes to validate decisions. ✦ Design System & Operations: Built a WCAG-compliant Design System and managed Developer Handoff, providing detailed UX Documentation for pixel-perfect implementation. ✦ Impact & Metrics: Reimagined Onboarding (+35% completion) and streamlined Admin flows (-30% support tickets), creating the design stability required for rapid user scaling.

Delivered high-impact UX/UI solutions and digital strategies for global clients while pioneering AI-driven workflows to enhance agency efficiency. ✦ Web Architecture & Migration: Led the agency’s full migration from Gatsby/Netlify to Webflow, redesigning the core site to reduce update times by 40% and empowering non-technical teams. ✦ Design Ops & AI: Optimized agency workflows by integrating GenAI tooling, significantly enhancing asset production speed and data-driven decision-making. ✦ Global Product Strategy: Delivered culturally nuanced UX/UI and branding solutions for global clients like InsideTracker and Payhawk, focusing on conversion and user trust. ✦ Collaborated across continents to deliver culturally nuanced strategies, supporting global clients like InsideTracker and Payhawk, and promoting holistic well-being through user-centered campaigns. ✦ Growth & Compliance: Aligned design initiatives with Cybersecurity standards and Behavioral Psychology principles to drive client ROI and user engagement.

Leveraged Design Thinking and UX innovation to amplify grassroots participation in sport and healthy living initiatives across Europe. ✦ Brand Strategy & Impact: Architected the full visual identity for the "Moving People – Moving Europe" initiative, creating a cohesive brand system that engaged 180+ stakeholders and laid the foundation for a €4M EU4Health Action Grant. ✦ Design Systems & UX: Co-led the development of a scalable Design System for ISCA’s main digital platform, significantly improving Accessibility (WCAG) and visual consistency across all touchpoints. ✦ Digital Product (E-Learning): Led the end-to-end design (UX/UI & Content) of two major E-learning platforms, transforming complex educational content into intuitive, engaging digital experiences. ✦ Cross-Functional Leadership: Orchestrated collaboration between creative, strategic, and technical teams to ensure digital outputs aligned with European-level strategic goals.

Produced high-impact, social-first advertising campaigns for global Tier-1 brands, leveraging data insights to optimize creative performance and drive conversion. ✦ Global Client Delivery: Delivered standout vertical video and static campaigns for major accounts including Gymshark, Miro, Pandora, and Saxo Bank. ✦ Data-Driven Design: Translated complex performance data (A/B testing, CTR, ROI) into actionable design iterations, directly boosting engagement and conversion rates. ✦ Social-First Strategy: Led the end-to-end design of vertical-first campaigns (Facebook, Instagram, Snapchat), aligning creative execution with platform-specific best practices. ✦ Cross-Functional Collaboration: Partnered with Growth Managers and Client Partners to integrate design strategy into broader marketing goals, ensuring visual assets drove real business results.

Founded and scaled a full-service creative consultancy, directing cross-functional teams to deliver end-to-end brand ecosystems for global FMCG, Tech, and Hospitality clients. ✦ Creative Leadership & Operations: Built and led a multidisciplinary network of designers, copywriters, and developers. Managed project lifecycles, budgets, and resource allocation to ensure on-time delivery of complex campaigns. ✦ Global Client Portfolio: Forged strategic partnerships and delivered ROI-driven experiences for Tier-1 clients including Absolut, Ballantines, Benihana, Chivas, Coca-Cola, Havana Club, ING Tech, Jameson, Kaufland, LIDL, MedLife, PENNY, Profi, Ramada and Sheraton. ✦ 360° Brand Strategy: Orchestrated comprehensive brand identities, combining Visual Strategy, Web Design, and Experiential Marketing (Events/Retail) to ensure consistent storytelling across physical and digital touchpoints. ✦ Business Impact: Translated client business goals into creative solutions, delivering campaigns that measurably improved brand awareness and customer engagement across local and European markets.

Directed creative strategy for large-scale EU-funded initiatives, successfully navigating strict regulatory frameworks (ERDF) to deliver compliant, high-impact brand solutions. ✦ Creative Governance & Compliance: Led the design of visual concepts that balanced creative innovation with rigid European Regional Development Fund guidelines, ensuring 100% compliance without sacrificing aesthetic quality. ✦ Strategic Branding: Developed integrated brand identities and campaign narratives for public sector projects, ensuring cultural resonance across diverse European audiences. ✦ Budget & Resource Management: Managed strict grant budgets and fiscal requirements, optimizing resource allocation to maximize creative output and project ROI. ✦ Digital Reach: Executed data-driven digital strategies (SEO, Google AdWords, Content), significantly expanding the visibility and user engagement of EU-funded programs.

Directed end-to-end digital strategies and content ecosystems for FMCG and Retail clients, combining creative storytelling with data-driven performance marketing. ✦ Digital Strategy & ROI: Designed and executed multi-channel campaigns (Social, Display, Native) that delivered measurable business outcomes and ROI for major clients like Delaco, Profi, and Heidi. ✦ Data-Driven Optimization: Leveraged Google Analytics and platform insights to analyze user behavior, optimizing marketing funnels to maximize engagement and conversion.✦ Crafted compelling copy and visual narratives that resonated with target audiences, fueling brand growth. ✦ Platform Innovation: Pioneered the early adoption of Facebook for Business advertising strategies, securing a competitive advantage for agency clients in the emerging social commerce landscape. ✦ Thought Leadership: Selected speaker at premier industry conferences (Future of Media, Digital Marketing Forum), contributing expertise on digital trends and community building to the broader marketing ecosystem.

Designed the first Romanian iOS app for motherhood and parenting, bringing supportive resources to mothers at their fingertips. ✦ Wireframed and designed a user-friendly mobile experience tailored to the needs of expecting mothers. ✦ Ensured accessibility and usability across devices, delivering a smooth, helpful app experience. ✦ Collaborated closely with developers to bridge design and functionality for maximum user impact.

Developed graphic packages for the biggest web portals on the Romanian market at the time.