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Qualitative Research & Insight Reporting
Turning Human Insight into Strategic Impact
I’ve worked with leading research firms and global organizations—including Ipsos, SCL Group, BPG, NAMA and Mindset—to deliver high-quality qualitative analysis, insight reports, and executive presentations. My role spans the full process: reviewing focus group recordings, interviews, and ethnographic studies; extracting key insights and quotes; and translating complex human behaviors into actionable, easy-to-digest reports and presentations. Whether informing brand strategy, policy decisions, or marketing campaigns, my work blends analytical depth with clear storytelling—ensuring that every debrief delivers both precision and strategic value.
Social Media Coverage – Multiple Events
Driving Live Engagement for High-Stakes Events
As a copywriter and social media team lead, I contributed to the live coverage of major events including Investopia, FII Institute, the Global Labor Market Conference, the World Government Summit, The Global Proptech Summit, The Real Estate Supply Chain Forum and the Real Estate Future Forum. My role spanned crafting real-time posts, sharp captions, and engagement strategies that brought each event’s key moments to life across digital platforms. I also collaborated with teams on the ground to ensure timely, impactful content delivery that captured audience attention and amplified each event’s reach and resonance.
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Saveto
Turning Construction into Conversation
As part of Saveto’s brand transformation team, I helped reimagine how one of the Middle East’s leading construction manufacturers tells its story—bringing clarity, confidence, and energy to a traditionally technical space. I developed key messaging across website copy, product brochures, internal campaigns, and flagship videos, including the Smart Silo launch and SAMM team event. Collaborating closely with the branding and leadership teams, I helped craft a narrative that positioned Saveto as not just a builder of materials, but a champion of innovation—delivering content that resonated from the boardroom to the building site.
The Real Estate Future Forum (RFF)
Where Vision Meets Global Real Estate
As the content strategist for Saudi Arabia’s premier real estate event, I shaped the voice and messaging of the Real Estate Future Forum (RFF)—a global platform bringing together government leaders, investors, and developers to redefine the future of real estate. My role spanned end-to-end content creation: developing keynote scripts, session briefs, event website copy, and strategic copy for digital campaigns. Working closely with Eye of Riyadh’s events team, I ensured every word—from stage to social—reinforced the forum’s vision: advancing Saudi Arabia’s leadership in real estate and amplifying its presence on the world stage.
Real Estate Supply Chain Forum (RSCF)
Reimagining the Supply Chain of a $Trillion Industry
RSCF is one of Saudi Arabia’s leading forums focused exclusively on transforming the real estate supply chain—and I was tasked with bringing its vision to life through strategy-led content. From shaping the event theme and keynote scripts to developing panel briefs and digital campaign copy, my role was to create messaging that spoke with clarity and authority to global experts, investors, and policymakers. In addition to content, I supported partnership outreach and sponsorship efforts, contributing to the forum’s commercial success. In collaboration with Eye of Riyadh’s team, I aligned every content piece with Saudi Arabia’s Vision 2030—highlighting the Kingdom’s drive for localization, investment, and sustainable growth.
The Global PropTech Summit
Where Technology and Real Estate Converge
For The Global PropTech Summit, I played a pivotal role in shaping both the event’s strategic direction and its messaging. I identified the summit’s core themes, developed the full website copy, crafted keynote scripts and session briefs, and led the creation of digital campaign content—positioning the event as a global hub for PropTech innovation and investment. Beyond content, I also developed sponsorship outreach materials, helping strengthen the summit’s commercial strategy. My work ensured that every touchpoint captured the energy, relevance, and ambition of PropTech’s fast-evolving landscape, with a focus on amplifying the MENA region’s role in driving global change.
The Digital School (Dubai Future Foundation)
Helping Shape the UAE’s Global Education Footprint
As a core collaborator on The Digital School—part of the Dubai Future Foundation and UAE Prime Minister’s Office—I contributed to the content strategy and copywriting for a program aimed at delivering quality education to underserved communities worldwide. My work focused on developing clear, high-stakes messaging that translated visionary goals into human-centered narratives, ensuring alignment with the UAE’s broader agenda of innovation and inclusion. Working closely with the in-house team, I helped lead content efforts on tight deadlines, balancing strategic oversight with hands-on writing and cross-team coordination.
USDA – Aqilah Al Akeela Social Media Project
Building a Brand Voice—and Growing an Engaged Audience
For the USDA-backed Aqilah Al Akeela project, I led the transformation of their social media presence—developing a content strategy and posting framework that expanded their audience from a few hundred followers to over 11,000. My work focused on creating brand-aligned, visually engaging content that connected with the target audience and reflected the program’s values. Beyond content creation, I also trained the in-house team to sustain and grow the platform independently, ensuring long-term success. This project blended creativity, strategy, and coaching—resulting in a thriving digital presence and lasting impact.
UN Report: Violence Against Children in Jordan (with Mindset)
Turning Complex Data into Meaningful, Actionable Insights
Collaborating with Mindset on a UNICEF-aligned initiative, I helped transform extensive research on violence against children in Jordan into clear, compelling narratives designed to drive action. My role focused on distilling complex data into insights that were both precise and deeply human—bridging the gap between statistics and the lived realities behind them. Working closely with the project lead, I delivered polished content under tight deadlines, contributing to a report that informed policy discussions and advanced advocacy efforts to protect vulnerable children.
SHOWT.com
Co-Founding a Global Voting Platform with Local Precision
As co-founder and Content Director of the MENA Region, I played a foundational role in launching the world’s first instant global voting platform across the MENA region. My work combined content strategy, cultural localization, and brand development—shaping messaging that resonated across Arabic-speaking audiences while collaborating with top media groups and digital partners. In addition to Arabic/English copywriting, I advised on regional partnerships and user engagement strategies, helping bridge the gap between global tech ambitions and local cultural dynamics.
Al Jomaih Holding Co. - Consumer Division
Modernizing the Voice of a Leading Consumer Brand
For Al Jomaih’s consumer division—part of one of Saudi Arabia’s most established conglomerates—I developed website copy that brought clarity, cohesion, and a modern tone to their digital presence. My role focused on translating product details and brand narratives into clear, engaging language that aligned with the company’s reputation for trust, innovation, and customer-centric service. The result was polished, accessible content that helped strengthen the division’s online visibility and reflect its commitment to market leadership.
USAID – Economic Reform Activity (ERA) Project
Bringing Economic Reform to Life Online
For USAID’s Economic Reform Activity (ERA) in Jordan, I created social media content and copy that transformed complex economic policy into clear, engaging stories. My role was to make reforms feel relevant—breaking down technical jargon into posts that connected with business owners, entrepreneurs, and everyday citizens alike. Blending strategy with creativity, I helped amplify ERA’s message of growth, opportunity, and transparency—ensuring every piece of content was accessible, culturally tuned, and aligned with USAID’s broader mission.
