Meet the Team Powering Crittiks
It started with a simple problem: too much time was being wasted managing UGC manually. Tools were scattered. Processes were slow. Creators and managers were stuck doing admin work instead of focusing on creative ideas.
We knew there had to be a better way.
Crittiks was created by people who understand UGC work because we’ve done it ourselves. We built a tool made specifically for UGC managers and creators—to make their work faster, easier, and more organized.
From managing creator pools to handling communication and working across multiple brands, Crittiks helps you get things done without the usual mess. We’re not here to just make things easier—we’re here to change the way UGC management works, and raise the standard for the entire industry.
What We Stand For
“We build tools that help UGC managers get real work done—not just more features they don’t need.”
We believe UGC managers deserve software made for their needs—not something patched together from other industries. Every feature in Crittiks is made to support how UGC teams actually work. Fast. Focused. Collaborative.
Efficiency with Purpose
We’re here to help you ditch manual processes and embrace systemized workflows.
Collaboration First
We believe that great work happens when UGC managers and creators come together seamlessly.
Empowering Communities
We believe that great work happens when UGC managers and creators come together seamlessly.
What We Stand For
“We build tools that help UGC managers get real work done—not just more features they don’t need.”
We believe UGC managers deserve software made for their needs—not something patched together from other industries. Every feature in Crittiks is made to support how UGC teams actually work. Fast. Focused. Collaborative.
Efficiency with Purpose
We’re here to help you ditch manual processes and embrace systemized workflows.
Collaboration First
We believe that great work happens when UGC managers and creators come together seamlessly.
Empowering Communities
We believe that great work happens when UGC managers and creators come together seamlessly.
Our Mission
Our mission is to change how UGC managers and creators work—by giving them a tool that actually understands their day-to-day needs. We want to remove the chaos of juggling multiple spreadsheets, apps, and email threads. With Crittiks, UGC teams can focus more on strategy, creativity, and growth—not admin work.
We’re here to support a growing industry that’s often overlooked when it comes to proper tools. Everything we build is based on real problems UGC teams face. We’re not guessing. We’re building from experience.
Our Vision
We see a future where UGC managers don’t just manage content—they lead creative campaigns with speed and confidence. In that future, they’re not held back by broken workflows or disconnected tools.
Our vision is to be the platform that powers that future. We’re building Crittiks to be the tool that every UGC manager reaches for first—whether you’re working solo, in an agency, or managing dozens of creators across multiple brands.
Meet the Founders
Our Founders, Don Hett and Shenik Fernando, came together with a shared vision to revolutionize the UGC management space. With years of experience in the creator economy, Don’s strategic insight and Shenik’s tech expertise have powered Crittiks into the transformative tool it is today.
The Team
Don Hett
Founder & CEO
Don is the visionary behind Crittiks, steering the strategic direction and ensuring the platform evolves as a comprehensive UGC management solution for managers and creators. He focuses on scaling business operations and optimizing Crittiks' impact in the UGC ecosystem.
Shenik Fernando
Co-Founder & Head of Product
Shenik leads the product development efforts at Crittiks, working closely with the development team to refine features that streamline UGC workflows for managers and creators. His focus is on delivering a user-centric, efficient platform that consolidates multiple tools into one cohesive system.
Aadil Rizwan
Marketing Manager
Aadil strategizes and executes paid media campaigns that amplify Crittiks’ brand presence. He leverages targeted digital marketing tactics to engage UGC creators and managers, showcasing how Crittiks simplifies content workflows and drives revenue growth.
Thish Ariyaratne
Senior Client Success Manager
(Asia Pacific & North America)
Thish is responsible for expanding Crittiks’ presence across North America and Asia Pacific. He focuses on identifying new sales opportunities, supporting client onboarding, and ensuring users effectively leverage Crittiks’ platform to streamline their UGC processes.
Ishra Roze
Senior Client Success Manager
(Europe, Middle East & Africa)
Ishra spearheads sales and customer relationships for the EMEA region, guiding users through Crittiks’ comprehensive UGC management platform. She leverages her expertise to drive new business, onboard clients, and maintain lasting partnerships with UGC managers and creators.
Shalik Rizni
Lead Developer
Shalik is the lead engineer behind Crittiks’ platform. He builds and maintains the systems that power the app, ensuring everything runs smoothly and securely as the platform grows.
Join the Revolution
Crittiks is more than a tool—it’s a movement to redefine UGC management. Whether you’re a UGC manager looking to scale or a creator searching for opportunities, we’re here to transform the way you work.
Together, let’s empower creativity, efficiency, and growth.
