EXPERIENCE
Careem, Dubai
Senior Product Writer + Brand Copywriter | November 2024 - Present
Verticals: Careem Pay, Food, Rides, Quik, DineOut, Shops, Box + Captain’s App
Leading UX writing at Careem, crafting clear, consistent product messaging and collaborating cross-functionally to enhance experiences and align with brand strategy.
e&, (etisalat), Dubai & Abu Dhabi
Content Lead Manager + Lead UX Writer | November 2022 - October 2024
Verticals: e& + CXOs content strategy
Crafted content strategies and messaging for CXOs, employer branding, and internal comms—aligning voice, vision, and impact.
noon.com, Dubai
Content Manager + Lead UX Writer | October 2020 - October 2022
Verticals: noon, noon food, noon minutes and noon pay
Directed and mentored a team of writers while producing customer-centric content for one of the fastest-growing e-commerce platforms globally.
Smaat, Dubai
Head of creative | April 2019 – October 2020
Clients: Smart Dubai and Jotun
Directed UX writing, content strategy, and creative for Smart Dubai and Jotun Paints.
Publicis ME, Dubai
Senior Creative Lead | August 2018 – April 2019
Clients: Nestlé (Maggi and Nescafé) & FCA (RAM, Jeep, Dodge, Fiat, Alfa Romeo, and Chrysler).
Won a few Effies and the social media pitch for Nescafé.
Freelancer, Worldwide
Senior Freelance English Copywriter + UX Writer |
July 2015 – July 2018
Clients: Jotun, Aptoide and Western Union (Global).
Copywriter, UX writer, and content strategist for agencies and brands across borders.
Leo Burnett, Dubai
Lead English Copywriter | July 2009 – June 2015
Clients: McDonald’s, GMC, Chevrolet, National Geographic Channel, Fox Movies, Friesland Campina, Philip Morris, Abu Dhabi Islamic Bank, Du, and Kiri.
Won pitches for Qtel Telecomm, McDonald's (MENA), GMC (MENA), Jumeirah Group (Hotels & Resorts), Aldar Group (Real Estate), California Gardens (Canned Foods).
Bates 141, Mumbai
Copy Supervisor | June 2008 – June 2009
Clients: Fiat Motors, The Leela Hotels, ICICI Bank, Virgin Mobile, and TATA AIG.
Created pitch-winning work for Tiger Beer and Bombay Times.
JWT, Mumbai
Senior Copywriter | August 2006 – June 2008
Clients: Saridon, DTC, and The Times of India.
Created pitch-winning work for UTI Bank and nationwide campaigns for Hindustan Petroleum, SBI Bank, Goodknight (Repellents), and DTC.
Ambience Publicis, Mumbai
Junior Copywriter | June 2004 – July 2006
Clients: Lakme (Cosmetics), P&G, Westside (Retail Store), and Nerolac Paints.
Pitch wins include ICICI Bank NRI Services, Reliance IndiaMobile & Infocomm, Club Mahindra, Antiquity Blue Whiskey, and UTI Bank.
AWARDS
Cannes Lions: 2 x Finalist
One Show: 1 x Merit
Promax BDA: 1 x Gold
Dubai Lynx: 1 x Gold (Young Lynx), 2 x Silver, 5 x Bronze,
15 x Shortlist
Spikes Asia: 1 x Bronze
MENA Effies: 1 x Silver, 1 x Bronze, 6 x Shortlist
MENA Cristal: 4 x Gold, 3 x Silver, 2 x Bronze
The Work: 1 x In Book
Outdoor Advertising Awards: 2 x Silver
Work featured in: Communicate, Campaign Magazine, Forbes, Fox News, Adforum and others.