Sydney · Working Globally Open to Head of Design, VP Design, CDO roles

Esteban Gimenez Zapiola.

Design leader who runs a P&L, ships product, and builds with AI.
BCG  |  Ex Endeavour Group

18 years across the full design field — brand, product, service, code, AI workflows, and global creative leadership.

Portrait of Esteban Gimenez Zapiola
  • Team of 16, reach into 400+
  • Global Creative Director, BCG
  • P&L owner, ANZ + Global
  • AI-native, hands-on
  • Ironman World Championship qualified (Hawaii)
01  /  About

Design that moves the business.

I run design as a business. I lead through outcomes and through people.

Currently Global Creative Director at BCG. I run the ANZ Creative Studio P&L, sit on the global leadership team, and lead a team of 16 with reach into 400+ designers worldwide. I partner peer-to-peer with Managing Directors, Partners and C-suite clients to translate strategy into design that ships and moves the numbers.

I lead through mentorship and growing others. BCG's "Grow by Growing Others" award recognised it. I build benches, coach senior managers into leaders, and create the conditions where people do the best work of their careers. The team is the asset.

Before BCG: 7 years as Creative Lead for Dan Murphy's at Endeavour Group. Joined a small in-house team and helped grow it into a full in-house agency serving the entire portfolio. The era before the app, when digital and retail were colliding for the first time. We laid the foundation for what is today APAC's leading drinks retailer.

Today: AI as a daily collaborator. Prototyping in hours, presenting through video, running AI-native workflows. I pitched, launched and executive-produce Business and Beyond, BCG ANZ's flagship video podcast hosted by MD & Partner Sanjay Chari.

I don't hand work off without a clear brief, clear objectives, or a working prototype.

Recent work, in industries

  • Financial services — Designed customer-facing apps and rebuilt internal dashboards alongside case teams, with measurable lifts in adoption and decision-making speed.
  • Mining & resources — Led design on advanced scheduling systems and operations interfaces, partnering with software engineers to ship usability into complex industrial workflows.
  • Agentic AI — Embedded with engineering to design and ship agentic-AI products. Owned usability, interaction patterns and the prototype-to-production handoff.
03  /  Experience

A career across brand, product & scale.

— Present

BCGBoston Consulting Group

Sydney · Hybrid

Global Creative Director

Leading design as a competitive advantage across BCG's global studios.

  • Lead the global design practice across six disciplines: Experience Design, Visualisation, Print, Video & Motion, Publications & Editorial, and Presentation. Set quality standards, shape strategy, and connect 400+ designers worldwide into a single creative force as BCG's Global Communities of Design Practice.
  • Co-lead ANZ Creative Studio business strategy and own the regional P&L. Sit on the Global Design Studios leadership team, partnering with directors, partners and clients on high-stakes engagements across every industry.
  • Direct line manager of 16: ANZ Creative Managers, six Global Practice Leaders, plus emerging talent across ANZ and India. Recipient of BCG's "Grow by Growing Others" award.
  • Lead creative direction on transformation programs for major Australian banks — customer journey design, storytelling for board and exec audiences, rapid prototyping of internal banking products, and AI-enabled service onboarding concepts.
  • Lead enterprise GenAI enablement across the global creative practice. Build custom GPTs, design AI-native workflows, and prototype concepts hands-on in code with AI as a daily collaborator — moving ideas from brief to working artefact in hours.
  • Pitched, launched and now executive-produce Business and Beyond, BCG ANZ's flagship video podcast, hosted by MD & Partner Sanjay Chari with guests including Mike Schneider (MD, Bunnings), Fiona Hayes (CEO, 7-Eleven Australia), John Gualtieri (MD, Officeworks), and BCG Global Chairman Rich Lesser.
  • Outcomes: contributed to 9–13% YoY revenue growth, ~2× regional scale, ~80% cross-border delivery, double-digit conversion lifts across client engagements.

—

BCGBoston Consulting Group

Sydney · Hybrid

Senior Creative Manager

Head of Creative ANZ & Co-Lead for Strategy ANZ — built the foundation that led to the Global role.

  • Took ownership of ANZ Creative as Head of Creative, growing it into one of BCG's strongest regional design practices. Drove creative strategy that contributed to 9–13% YoY revenue growth, partnering with case teams across financial services, energy, retail, public sector, healthcare and tech.
  • Co-led ANZ business strategy alongside the regional creative practice — sitting at the table where decisions about positioning, growth and investment were made. Treated design as a commercial lever, not a service function.
  • Partnered directly with BCG Managing Directors and Partners, and with C-suite clients, to shape and communicate transformation programs. Translated complex strategy into work that landed with boards, executives and frontline teams.
  • Established a mentorship-driven culture across ANZ Creative — growing senior designers into leaders. Built the team and the bench that earned the credibility to step into the Global role.
  • Led integrated campaigns and creative direction across digital, brand and content for ANZ's most strategic engagements, with measurable lifts in client engagement and outcome quality.

—

EGEndeavour Drinks Group

Sydney

Design Lead

Creative Lead for Dan Murphy's — Australia's #1 drinks retailer — within Endeavour Group's in-house team, also contributing across BWS.

  • Joined a small in-house team and helped grow it into a full in-house agency serving the entire Endeavour portfolio. The era before the app — when digital and retail were colliding for the first time. Operated as an enabler and leader, not a service, and we laid the foundation for what is today APAC's leading drinks retailer.
  • Operated as the connective tissue between in-store retail, marketing, brand, and the digital experience. My full-stack design and code background let me advise across cohorts: keeping the website Christmas-ready, the app components flexing to whatever marketing wanted to campaign with, the creative team fulfilling the communications, and the EDM strategy running on Oracle Responsys with automation, segmentation and dynamic content.
  • Built and governed the Dan Murphy's Design System on Frontify and Invision — the single source of truth ensuring print, digital and coded templates all delivered against brand purpose. Streamlined workflows so the design and copy team could ship best-in-class work at retail pace.
  • Led creative direction on the danmurphys.com.au restyling — homepage, meganav, category landing pages, department banners and components. The redesign captured twice the audience of the previous experience.
  • Led design on the launch of the Dan Murphy's app, including the customer experience and the campaign component system that let marketing flex creative across always-on and tier-1 moments.
  • Created concepts, identities and styleguides for sub-brands and propositions including Dan's Run (UberEats partnership), Direct to Boot pickup, Lowest Liquor Price Guarantee, Dan's Cellar, Underwraps, Dan's Deals, and Easter Runway — each launched into market, contributing to omnichannel growth.
  • Drove creative for tier-1 retail campaigns across Christmas, Father's Day, Black Friday, Decoded, Easter and EOFY. Ran A/B testing programs that lifted YoY ROI on digital channels.
  • Led and mentored a team of 6 senior designers — recognised internally as the kind of leader people wanted to work for.

—

EGEndeavour Drinks Group

Sydney

Senior Digital Designer

In-house digital team at agency pace — Dan Murphy's, BWS, Langtons, Wine Market, Cellarmasters.

  • Designed and hand-coded EDM templates from scratch, then implemented dynamic personalisation on Oracle Responsys — the foundation of Dan Murphy's segmented email program.
  • Produced wireframes and restyled core components of danmurphys.com.au — early product design work that fed into the larger restyling project I'd later lead as Design Lead.
  • Led art direction, on-location shooting and editing for social and brand content across the Endeavour portfolio.
  • Owned tier-1 campaigns and brand projects end-to-end, lifting Dan Murphy's digital ROI through better-quality design and tighter execution under retail pressure.

—

Kasiopea

Buenos Aires

Senior UX/UI Designer

Buenos Aires-based digital agency working across pharma, energy, talent and tech. Operated as a generalist principal — art director, UX/UI designer, front-end developer, client lead and new-business pitcher — often all at once. Pitched directly to top clients, hand-coded interfaces, oversaw external developers, and ran the monthly digital activations for a leading pharma group. Clients included Duke Energy, Farmacity and Engie.

—

Brand Chemistry

Sydney

Senior UX/UI Designer

Sydney digital marketing and content boutique. Senior UX/UI work for agency clients during my first months in Australia — the bridge between my Buenos Aires agency career and the Endeavour role that followed.

—

Mendioroz Design

Buenos Aires

Graphic Designer

A 25-year-old design and communication studio. Worked on visual identity and signage for airports and shopping centres — wayfinding systems, technical documentation, supplier oversight on colour and finish. The early-career work that shaped my long-running interest in how design lives in physical space.

—

Crested Butte Mountain Resort

Colorado, USA

Ski Instructor

PSIA-certified ski instructor across three winter seasons (2009, 2011, 2012). A complete reset between design seasons — and where I learned to coach beginners with patience.

—

Opción Creativa

Buenos Aires

Graphic Designer

Early-career studio role developing corporate identities and digital communication for local clients.

04  /  Capabilities

Where I make the difference.

  • i.

    Design leadership at scale

    Building high-trust, high-performing teams across regions and disciplines. Coaching senior leaders into exceptional ones. Setting the bar for craft while keeping commercial outcomes in view.

  • ii.

    Product, brand & service

    Apps, websites, design systems, brand identity, customer journeys, retail experiences, editorial and motion. The full spectrum, lived in.

  • iii.

    AI-native workflows

    Custom GPTs, AI-native processes, hands-on prototyping with code and AI as a daily collaborator. Moving ideas from brief to working artefact in hours, not weeks.

  • iv.

    Strategic partnership

    Working shoulder-to-shoulder with case teams and connecting their work to the strategic ambitions of CMOs, CFOs, CEOs and boards. Translating leadership ambition into design that ships and moves revenue.

  • v.

    Storytelling for complex audiences

    Boardroom decks, investor narratives, customer journeys, brand storylines. Making strategy land with the people who need to act on it.

  • vi.

    P&L & commercial design

    Owning regional studio P&L. Treating creative work as an asset on the balance sheet, not a cost centre. Designing for measurable returns.

05  /  Honours

Recognised in two arenas.

  • Grow by Growing Others

    BCG award recognising leaders who lift the people around them — for mentorship, growing senior talent into leaders, and building high-performing teams.

  • Ironman World Championship qualified

    Hawaii, the Ironman World Championship. Multiple 70.3 age-group race wins. Elite-level amateur triathlete.

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