Tooba Ameer

Manager — Design & Development

Built the Genie range from the ground up — backpacks, kids’ bags and luggage.

• —Led design for Genie while contributing to Genius, Safari and Urban Jungle — four brands with different positioning and price architecture.
• —Worked across branded and white-label product — adapting white-label bases into brand-ready ranges through CMF, print and detailing for tote bags and work backpacks.
• —Defined seasonal trend direction — video vibe boards and static catch boards to shape collections and present to stakeholders.
• —Developed product lines for girls and young women — Cool (3 seasons), Sass (2 yrs), Amore (2 yrs), Essence (2025, still in range). Essence featured on Amazon MX Player's School Friends S3.
• —Designed the Phoenix Laptop Trolley (Travel Sentry Product Award 2025) and Hue luggage (42,000+ ratings, 8,000+ units/month).
• —Set colour palettes, print direction, graphics and material strategies across the full range.
• —Partnered with manufacturing teams across India and China — specs, sampling, sign-off; attended Canton Fair for sourcing, supplier evaluation and market insight.
• —Mentored 2 designers — managed an intern and mentored a fellow designer on brand standards, research methods and range planning.

Deputy Product Manager — Category Management

• —Managed Lavie Sports — backpack, duffle and travel bags for a unisex lifestyle brand.
• —Developed range from brief to collection — product direction, CMF and category positioning.

Manager — Design & Development

• —Promoted to lead Genie design direction — range coherence, visual identity, all categories.
• —Defined brand visual language — seasonal colour strategies, print direction, graphic themes.
• —Mentored junior designers; built a shared CMF library and design processes.
• —Cross-functional coordination with product management, sales and sourcing.

Assistant Manager — Design & Development

• —Created the Cool backpack line — reordered for three consecutive seasons on commercial demand.
• —Launched a printed luggage category for women — persona-based design, strong commercial performer.
• —Built kids’ backpack ranges season after season — trends, materials, print directions, colourways.
• —End-to-end product design — form, CMF, prints, specs — direct factory collaboration.

Product & Graphic Designer

Three brands — Priority, Hashtag, Traworld — each with distinct positioning.

• —Built ranges for three brand identities — adapting design, CMF, price point and visual language per audience.
• —Led "House of 100" — standardised all components (fabrics, linings, zippers, pullers, locks, mesh, elastic) to 100, cutting warehouse waste.
• —Designed seasonal collections integrating structure, graphics, CMF and branding.
• —Mentored 3 junior designers on design processes, product development and brand standards.

Product Designer(Graduation Project · 6 months)

• —Designed the multi-category "Wanderlust" collection — backpacks, handbags, sling bags.
• —Concept boards, product designs and seasonal trend alignment.
• —Collaborated with design and merchandising, concept to sampling.