• Lead social content for well known brands such as: Jollibee, Ajmal Perfumes, Wasl Properties, Carrefour KSA, Wingstop KSA, Crocs. 
• Develop brand campaigns for brands, including Skechers, Dabur Vatika, Mashreq, Liva Insurance. 
• Script & ideate brand films, short format content, manifestos, case studies and anything else that comes my way.  
• Actively lead pitches, owning everything from creative concepting to messaging strategy and content planning.
• Mentor junior writers to elevate the quality of everyday creative output. 

Worked on digital-first campaigns for brands like Qatar Museums, Mowsalat, and Massoun Insurance, shaping everything from launch messaging to video scripts. Partnered with strategy and design teams to create content that felt cohesive, creative, and purpose-driven.

Led a creative team of 3 for Reliance Jio, driving campaign ideas, daily social content, and video concepts for major moments like IPL and AGM. Collaborated across departments, improved workflows, and built a strong team of junior creatives with a focus on craft and strategic thinking.

This when I learnt about a profession called Copywriting, but because there was no one around me who was one, I just kind of did my own thing.