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Work Background
7awi Media GroupContent & Editorial Director (Project-Based Consultant)
Oct. 2024• Consulted on the launch and positioning of key group properties, including Layalina Privee, overseeing the go-to-market strategy and content execution for both digital and print formats.
• Defined and implemented the editorial strategy across several digital platforms (Layalina, Yummy, Babonej, and Tajuki), focusing on improved content quality, consistency, and engagement across web and distribution channels.
• Trained in-house teams on writing performance-driven content, aligning editorial output with brand voice, SEO, and commercial objectives.
• Advised on enhancing social media strategy and execution frameworks, supporting stronger audience alignment and content amplification.
• Initiated and led the development of a Ramadan consumer behavior whitepaper, targeting F&B clients with actionable insights to inform seasonal marketing strategies.
• Contributed as a journalist through feature writing, media coverage, and interviews, supporting the group’s positioning in the lifestyle and entertainment space.
Property FinderHead of Content
Sep. 2022 - Sep. 2024Dubai, United Arab Emirates1. Led a team of content creators and social media managers to shape brand content and engage targeted audiences across MENA.
2. Developed and implemented content marketing strategies across social media, CRM, Blog and owned platforms, ensuring alignment with brand and business objectives.
3. Fostered positive relationships and dialogue with internal and external stakeholders.
4. Created and led social media campaigns to increase brand awareness and reach targeted audiences.
5. Developed user journeys and communication strategies for engaging audiences via email, push notifications, and WhatsApp.
6. Managed influencer and creator campaigns, including selection, briefing, and approval of final content to align with brand image and objectives.
7. Built SEO content calendars and managed execution for optimal visibility on Google search engine and high organic traffic.
8. Directed the creation and distribution of written, video, and photo content that aligned with the brand’s communication strategy.
9. Launched and managed the Property Finder podcast, including content strategy, guest alignment, production, and distribution.
10. Analyzed performance metrics and monitored sentiment to generate regular reports and inform strategic adjustments.
11. Led, mentored, and developed the content and social media team to ensure optimal performance and professional growth.
Mumzworld.comHead Of Content
Sep. 2020 - Dec. 2022- Led the operations and quality management of the catalog team, significantly improving catalog quality, building taxonomy, and optimizing search results.
- Developed and executed content strategy and editorial calendar, successfully launching a blog targeting niche audiences to generate organic leads.
- Enhanced targeting for Saudi consumers by building a competitive advantage through precise localization of catalog and marketing content.
- Established a scalable localization process, including terminology and an in-house team, ensuring effective and accurate localization.
- Managed content and marketing editorial calendars across multiple platforms, including the website, blog, social media, and CRM channels (newsletters & push notifications).
- Defined content standards and SEO requirements to generate leads, improve user acquisition, and increase conversion rates.
- Analyzed user requirements, data, and performance metrics to refine content standards and styles, attracting the targeted audience.
- Designed seamless user experiences across the website and all customer touchpoints.
- Managed stakeholder relationships to ensure a smooth and efficient content creation process.
- Created and launched the Mumzworld Academy, providing valuable resources and training for the community.
AG Aseel Hatamleh GroupE-marketing part time Trainer
Jul. 2016 - Jan. 2018Giving Professional Training in topics concerning Online Mediums, including Safe online shopping and selling, Distance Working and Online Personal Branding, Social Media Marketing for Small business, and Content Marketing.
Mumzworld.comContent Lead
May. 2016 - Jul. 2022
Y&D InternationalSenior Communication Executive
Aug. 2014 - Apr. 2016- Manage the day to day communication, digital marketing and social media requirements across different communications channels.
- Working with the strategic planner to brief team and clients, creative and research staff, and assisting with the formulation of marketing and digital marketing strategies.
- Keeping the client in the loop at all phases of the campaign and projects.
- Assist in preparing proposals and other needs.
Mumzworld.comContent Manager
Oct. 2011 - Dec. 2012- Working on social media Ads and Email Marketing Campaigns content.
- Comparative analysis for global and regional E-commerce websites. - Managing the contnet team.
- Writing all elements of the onsite Arabic copy, Mailer communication, collateral material, offsite communication, social media communication. - Contribute to relevant Arabic blogs, forums, online discussions that will encourage brand awareness and spread positive word of mouth quickly and in a sustainable fashion.
- Create static content on Arabic Parenting and shopping topics.
- Handling Arabic customers communication.
- Arabic SEO research and application.
- Setting the standards for the website communication.
Sindibad BusinessChief Editor
Aug. 2011 - Nov. 2011- Holding online research and writing technology news articles.
- Communicating news in Social media
- Supervising and training junior editors
Jeeran Inc.Senior Product Leader
Oct. 2005 - Apr. 2010- Holding market research about the product and its target audience.
- Doing all product business analysis (Requirements, use cases, UI, and functionality).
- Testing website functionality. - Monitoring any bugs or crashes in the site.
- Coordinating with development and design on building the product.
- arranging and supervising test sessions and focus groups for the product.
- Experience with Google Analytic for analyzing website visits.
- Doing SEO research for the product.
- Handling product analytics reports.
- Preparing product marketing plan.
- Executing product marketing plan.
Horizon MEExecutive manager
Aug. 2004 - Oct. 2005
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