Communication & Content

Support client account team to provide strategic content direction, campaign architecture, messaging and copywriting for multi-platform digital campaigns in the Middle East and Africa regions.

Oversaw the content strategy, writing, editing and deployment for a collection of high-profile executive and entrepreneur brands. Managed a team of 8 in-house creative professionals to deliver top-quality media, audio, video and written content for PR, outreach and social media across the Gulf. Oversaw the streamlining and revamping of systems and processes for maximum output that also did not sacrifice creativity or attention to detail.

Guided the content development for all aspects of a full rebrand for the GHA DISCOVERY (formerly DISCOVERY Loyalty) worldwide hotel loyalty program. This involved reviewing and distilling insights from branding documentation; reviewing the work of other contracted writers for adherence to the new brand style, content and tone of voice; and personally crafting hundreds of hotel descriptions, dozens of social media posts and other content as required. The brand relaunched on 7 December 2021.

Identified brand voice, distilled brand value into words, and crafted brand messages for small businesses. My work also included strategizing, researching, writing and editing content for mid-sized businesses. I lead team of specialists to develop lead-generating tools, websites, and social media. Duties include:
– Brand message strategy
– Brand voice development
– Creative brief writing
– Lead generation
– Pre-sales relationships
– Sales presentations
– Account management
– Press release writing
– Marketing strategy
– Website design
– Content strategy
– Content writing
– Content editing
– Blog writing
– Ghostwriting
– Social media strategy
– Project management

Developed content, message and copy for brands + branded marketing assets across print, digital and interactive forms. My work spanned industries as diverse as construction and food service, government services and tourism. I worked on accounts for major global brands and regional powerhouse players in the GCC.