Description

With 10 years of experience directing brand copy, editorial strategy and campaign execution across the MENA region, I have a proven track record of managing creative output for major automotive, fashion and retail portfolios. I deliver high-standard content in both English and Arabic.

I am experienced in managing internal communications, leading cross-functional teams and coordinating with external agencies to maintain brand consistency. My focus is on connecting creative direction with business goals, managing crisis communications and translating complex ideas into clear, effective messaging.

Industry field of expertise

Languages

English
Native or bilingual
Arabic
Native or bilingual

Workplace preferences

Can work on-site

Dubai City (up to 50km)

Freelance
Copywriting Manager & Brand Strategist
RETAIL (LARGE RETAILERS)
May 2026 - Today (2 months)
Dubai - United Arab Emirates
• Developing copy in English and Arabic across multi-channel campaigns, digital platforms and retail channels.
• Adapting global brand strategies into precise regional messaging built for the GCC market.
• Partnering with creative directors, designers and account teams to execute visual and written content.
• Auditing and rewriting website copy, landing pages and ad frameworks to improve performance and ROI.
Copywriting Brand content Communication strategy Positioning strategy
Al-Futtaim Automotive
Copywriting Manager
AUTOMOBILE
August 2021 - June 2025 (3 years and 10 months)
Dubai - United Arab Emirates
• Directed Automotive Copywriting and Brand Strategy across high-value regional portfolios, ensuring bilingual content (English & Arabic) aligned perfectly with commercial growth targets.
• Oversaw the creative conceptualisation and stylistic direction for 360-degree campaigns across digital and print platforms.
• Created high-impact positioning statements, slogans and campaign taglines to capture market share and communicate brand vision.
• Unified communication across internal departments and specialised agencies to secure a cohesive strategic approach.
• Monitored content performance metrics against commercial growth targets while enforcing strict quality controls.
Communication strategy Internal communication Copywriting Project Management Positioning strategy
LANDMARK GROUP
Senior Copywriter
RETAIL (LARGE RETAILERS)
March 2017 - September 2020 (3 years and 6 months)
Dubai - United Arab Emirates
• Managed regional, culturally relevant editorial campaigns in English and Arabic that scaled brand presence in the MENA market.
• Mentored junior writers to enforce high quality standards, significantly enhancing brand TOV and message consistency.
• Guided design teams from creative ideation through to final asset delivery while protecting visual and written brand alignment.
Copywriting Team management Brand content Proofreading/Editing Translator