With over eight years of experience as a strategic consultant, communications and brand strategist, I specialize in marketing & communication, creative copywriting, brand journalism, business writing, and operations consulting. Among the solutions I produce are franchise and operations manuals, company profiles, investment decks, alumni newsletters, press releases, speeches, video scripts, editorials, slogans, academic essays, and more. I thoroughly enjoy applying my versatile skills and experience to each project I undertake.

• Collaborated with the Project Communications and Investment teams to create a content strategy for Invest.jo, an investment promotion portal • Developed and curated English content in coordination with the Ministry of Investment• Wrote content for a public awareness campaign regarding Jordan’s new investment law • Designed and conducted surveys, collecting data and crafting testimonials from local and global investors • Ensured the quality of website content in coordination with web developers • Worked with the Investment team to analyze investment opportunity projects, and accordingly developed content for investment teasers

• Executed an all-inclusive branding and brand positioning strategy of Astrolabe, a local coffeehouse in Jordano Conducted a thorough analysis of Astrolabe’s core philosophy, encompassing values, vision, mission, slogan, unique selling points, brand voice and SWOT analysiso Performed an in-depth competition analysis of Astrolabe’s rivals, evaluating their SWOT, pricing, and communication strategies, including content, online presence, social media and website assessment for six competing local and global brandso Ran an external market analysis of local and regional players, providing insights into market dynamics, growth rates, driving forces, potential threats and emerging trendso Examined the brand positioning strategies of Astrolabe’s competitors, categorizing them by positioning type and unique differentiators, and subsequently identified an optimal strategy and the positioning statement for Astrolabe

Launched a start-up e-commerce website specializing in luxury fashion in partnership with business accelerator Oasis500. Managed the online magazine, The Journal, which entailed brainstorming, generating ideas, researching and contributing editorials for the monthly issues. Assembled editorial staff, edited content and identified top keywords and Google Ad words through SEO tools. Created a media kit of the elmuda.com business model for potential advertising clients and key stakeholders

Produced the franchise manuals for Majnoon Qahwa and Café Hanin, two of four distinctive restaurant and café concepts of Fig Tree Ventures, a unique Jordan-based food company. Assembled and edited various chapters of the operating manuals, including Majnoon Qahwa/Café Hanin brand, front-of-House and back-of-house procedures, menus, recipes, marketing, administration, etc.

As Content Manager for the TRESemmé Jordan Fashion Show project, developed the following: Press releases offering a brief of the fashion show, key players, attending celebrities and the team behind the project; a review of the TRESemmé Jordan Fashion Show with a critical analysis of the show, fabrics, cuts, trends and styles of the fashion presented, and assessment of the set-up, ambience, guests, etc.; as well as features on the team, jurors, 6 participating fashion designers of Jordan, the Brand Ambassador of TRESemmé Jordan, Shirene Rifai and the official hairstylist for TRESemmé Jordan, Assi Musleh. Created a lively script for the Master of Ceremonies, including an introduction to the 6 chosen Jordanian designers, selected gothic love theme, brief profiles about the jury, and closing remarks. Ensured brand proposition by linking fashion/fashion show with TRESemmé. As Media Relations Officer, coordinated between the press and various media outlets, such as LBC, MBC, Ro’ya TV, Sky News and Reuters, as well as online magazines, like StepFeed and MyCiin.

Built a company profile on EHS, a private non-profit company that automates the Jordanian public healthcare facilities, to introduce the business to potential users and key stakeholders. Developed content for the EHS website in an informative and engaging manner, ensuring that it caters to medical practitioners, patients, students and stakeholders.

Developed the inaugural annual alumni newsletter in collaboration with the Public Relations department at International Academy Amman. Interviewed alumni class officers, teachers, senior staff as well as distinguished alumni and students. Wrote 6 feature articles about alumni, students, faculty and relevant news updates on an annual basis.

Wrote 7 creative bedtime stories centered on a fictional character in an effort to promote both Jordan and the Four Seasons Hotel. Developed unique themes, plots, characterizations, historical and cultural environments, action and dialogue to create material.

Promoted from Editorial Assistant to senior Editor in 8 months to lead the editorial and design team of U Magazine and U Arabiah. Oversaw the day-to-day operations of U Magazine and ensured that the editors, designers and writers work together as a cohesive unit in order to create a strong publication. Supervised a team of 12 editors and designers on lifestyle topics: Beauty, Fashion, Jewelry, Style and Health. Planned and shaped content by editing for accuracy, clarity and quality of content. Conducted research, performed interviews and contributed articles, including the main feature, designer exposure pieces and feature on the history of fashion trends. Established deadlines and production schedule for upcoming editions; assigned content visuals and articles to in-house staff and freelance writers.

Coordinated 6 youth recruitment and outreach activities in Amman, Irbid and Zarqa to select 350+ youth out of a total pool of 1,000 to train in workplace success, sales, entrepreneurship and HVAC services. Developed 3 funding proposals resulting in around $60,000 from partners, such as USAID, International Youth Foundation and Intel. Liaised with various public and private donors/clients, including Coco Cola Foundation, Injaz Al Arab, King Abdullah Fund for Development, Intel, European Union, Intel, etc. Documented implementation progress of JEFE training programs, partner meeting minutes and quarterly reports and generated other technical reports as required. Supported the development of communication tools and materials for JEFE, captured and documented success stories, and developed monthly newsletter.

Procured 3 European Community grants worth $80,000 each in business reinforcement through the Jordan Enterprise Development Corporation. Conducted a strategic analysis of Jordan’s maritime sector for the Jordan Shipping Association and offered recommendations on resolving key issues facing the sector. Analyzed the sector’s competitiveness in external commuter transport as part of Jordan’s Third National Transport Competitiveness report for the Ministry of Planning & International Cooperation. Co-authored a report with the King Hussein Foundation on reversing the gender bias against Jordanian women married to foreign men in Jordan’s Residency Law.

Conducted market and financial feasibility studies for real estate development projects in the United Arab Emirates, Saudi Arabia, Egypt, Syria and Qatar, which combined one or more of the following components: 4-5-star hotel, serviced/hotel apartments, residential apartments/villas, commercial buildings, retail, hospital, and a business park. Forecasted supply and demand for residential units, commercial and retail space, hotel rooms and hospitals. Developed financial models illustrating projected cash flow, profit and loss, and balance sheet statements. Awarded special citation for outstanding performance as a first-year employee in the Deloitte Dubai office.