Esra is a Creative Director at Critical Mass, where she specializes in building purposeful brand narratives rooted in research, strategy, and visual precision. With over a decade of industry experience, she has developed a wealth of expertise in blending analytical thinking with creative execution to deliver measurable results and cultural relevance. Her portfolio spans Tech, Finance, Beauty and Automotive, with work for brands such as Apple, CIBC, Sephora, Nissan USA, Infiniti USA, and Adobe.

In an ever-evolving landscape, Esra thrives at the intersection of innovation and impact. She champions a process-driven approach, utilizing rigorous exploration, clear frameworks, and data-backed decision-making to drive tangible business growth. Her bi-cultural background provides a unique global perspective, allowing her to uncover the human insights that foster deeper, more meaningful connections between brands and their audiences.

Beyond her creative leadership, Esra is deeply committed to socially active causes. She is a strong advocate for women’s empowerment and is dedicated to driving progress through initiatives that demand social accountability and cultural resonance. Known for leading with curiosity and discipline, she brings clarity and purpose to every project, ensuring that innovation always serves a meaningful outcome.