About & career
I'm a bilingual marketing and digital experience professional with over 15 years of experience working across multinational organizations, regional businesses and marketing agencies.
My career has moved from writing and editorial strategy into broader marketing leadership, product positioning, customer acquisition and large-scale digital operations. I've worked in Lebanon, the UAE, Qatar and Saudi Arabia, supporting businesses and customers across many more markets.
What connects these roles is an interest in how the whole system works: the customer, the message, the channel, the team, the website and the process that makes delivery possible.
I've developed positioning and go-to-market content for fintech products, managed global content operations for an international airline and led regional digital teams for a major retailer. That range helps me see the relationship between a marketing plan and the real work required to deliver it.
My career began with writing, editing and localization. Later, I managed copywriters, designers, agencies, suppliers and multidisciplinary teams. I know how to brief specialists, evaluate the quality of their work and get involved directly when a project needs it.
Working across English and Arabic, countries and cultures has reinforced a simple principle: a brand should be recognizable everywhere without sounding identical everywhere. Good localization is about the audience, not just translating words.
I use AI and modern prototyping tools to accelerate research, content development and testing. But technology only delivers value when the underlying strategy, team, workflow and quality standards are sound.
Career journey
Hala Payments
Product Marketing Manager
Product positioning and launches for payments and financing solutions; bilingual customer journeys, website experiences, campaigns, digital onboarding and cross-functional delivery.
Read the case study →Geidea
Product Marketing Manager
Product marketing across payment terminals, gateways and links; English/Arabic web and marketing content; editorial and search operations serving multiple markets.
Read the case study →Qatar Airways
Digital Content Manager
Global web operations, multilingual publishing and quality assurance across a network of 73 websites in 13 languages; destination, premium cabin, entertainment and corporate content.
Read the case study →Carrefour | Majid Al Futtaim Retail
Digital Content Lead
Managed an 11-person regional team and supported digital marketing operations across 15 MENA markets, from homepage promotions and content standards to localized campaign execution.
Read the case study →RBBi
Content & Localization Specialist
Search-led content strategy, bilingual website and landing-page programs, UX collaboration, copywriting team management, account delivery and award-winning client work.
DigitasLBi MENA, Mystera Magazine and Al-Akhbar
Earlier career
Copywriting, translation, long-form editorial work, brand communications, content strategy and team development. This early foundation still informs how I evaluate the clarity, accuracy and usefulness of marketing content.
I have led multinational teams and worked closely with internal stakeholders in large corporations, and with advertising and creative agencies, SEO partners, freelance specialists, technology teams, and suppliers.
My responsibilities have included campaign calendars, creative and editorial standards, vendor shortlisting, supplier pipelines, retainer oversight, quality assurance and collaboration across marketing, product, sales, design and development.
I work well in structured enterprise environments, but I'm also comfortable in smaller teams where priorities move quickly and the marketing manager needs to be hands-on.
Selected earlier work
The following are selected agency-era projects, mainly from 2014–2017. They show the breadth of work behind my current marketing and product leadership experience, rather than a complete catalog of everything produced.
Contributed to large-scale content and SEO programs, including the historical Qatar Airways destination-page initiative and country-level Hertz landing pages. My work included content strategy, prototype copy, editorial standards and coordination with UX and copywriting teams. These projects formed part of industry-recognized campaigns.
SEO strategy · UX content · Localization · Team leadership
Researched and wrote Arabic content for an interactive anniversary experience, using comparisons and visual storytelling to communicate the hotel's distinctive features. Worked with UX and design colleagues on the digital presentation.
Brand storytelling · Research · UX collaboration · Arabic copywriting
Developed page-copy prototypes and managed copywriting delivery for English and Arabic website content. The work connected brand introduction, visitor information and navigation within a consistent digital experience.
Website launch · Messaging · Bilingual content · Editorial leadership
Developed content strategy and editorial planning for Emaar's English and Arabic lifestyle content, coordinating writers and maintaining an audience-oriented editorial approach.
Editorial strategy · Content operations · Localization
Supported campaign and brand communications through bilingual copywriting, digital ads, customer offers and email or website content. Work included Mastercard's Priceless-related content and website/email assignments for consumer-health and personal-care brands under Johnson & Johnson.
Consumer messaging · Campaign copy · Email marketing · Brand voice
Developed editorial plans and managed writers for health information and hospitality/lifestyle content. These projects called for different audience needs, editorial standards and communication styles.
Content strategy · Editorial calendar · Quality assurance · Multi-sector adaptability
Archive note: Historic examples reflect work and site designs from their original periods. The websites may have been redesigned or taken offline since then. Examples are presented to illustrate the work and my contribution at the time.
Both recognitions were awarded to collaborative campaigns.
Adobe Experience Manager (AEM), WordPress, Elementor, Lovable, content management and governance, SEO (incl AEO, GEO), content strategy, analytics-informed optimization, web experience, product positioning, AI-assisted creative and copy workflows, CRM/email and social marketing management, and paid-media coordination.
It needs the right message, the right people, a workable process and a willingness to keep improving after launch. That's the work I enjoy most.