Selected Work
The stuff I'm most proud of: style systems, AI tools, product launches, and a lot of in-app comms.
Two AI Bots That Actually Know How We Sound
I built two AI assistants: one on Telegram (our main communication app), trained on our style guides, so anyone on the team could generate on-brand copy without waiting for the writing team. Think of them as little tone-of-voice enforcers that live in everyone's pocket. The other one is a desktop bot, that can handle bigger requests and more complex prompts.
It started as a company mandate to incorporate AI somehow, and me being me, I had to take it a step further and make it actually useful and useable. Mainly to shorten the workflow process due to the high volume of tasks, but also to help my colleagues draft easily, and to kind of create my own (less competent) replacement for when I went on leave.
- Each bot is trained on the relevant product's style guide: voice, tone, terminology, do's and don'ts
- Connected to Telegram for easy, instant access across teams
- The desktop bot handles larger, more complex requests for when you need more than a quick draft
The workflow speed increased by 60%, I had more time to create more style guides, strategies, and other strong bases for the company.
Building the Voice: Style Guides for a Growing Ecosystem
Yango was growing fast, streaming, music, a voice assistant, ride-hailing cross-promos, but there was no unified voice holding it all together. I created comprehensive style guides for Yango Play, Yango Music, and Yasmina, then implemented them across every product and team. These guides became the single source of truth for how Yango talks to its users.
Creating a consistent voice for Yango Play quickly became "we need to create a consistent voice for our entire growing ecosystem".
- Created dedicated style guides for Yango Play, Yango Music, and Yasmina, each tailored to the product's audience
- Defined tone, terminology, grammar rules, and formatting standards across the ecosystem
- Trained the localization team to use the guides, so they could handle non-urgent tasks independently
- Onboarded and trained freelance writers with the guides as their go-to reference
After creating our base of how we should communicate, it was easy for us to grow freely. Whether it's partner bundles, cross-promos, onboarding new people or agencies, and even for our designers and PMs to draft something before the brief.
In-App Comms, Partner Bundles & the Crunchyroll Launch
Every promo screen, alert, bundle offer, and upsell flow across the Yango ecosystem? That was me. In both English and Arabic. One of the bigger projects was building the strategy and content for bringing Crunchyroll onto Yango Play, from the pitch deck to the in-app messaging.
- Wrote all UX/UI copy, promo screens, alerts, and in-app comms in English and Arabic
- Created the strategy deck for integrating Crunchyroll into Yango Play
- Designed upsell strategies for new payment plans and cashback programs
- Wrote partner landing pages and cross-promo content across the rides app
- Acted as cultural consultant making sure everything landed right for the region
From Yango Play to Yango Plus: Writing an Ecosystem Into Existence
This is the big-picture story. When I joined, there was Yango Play. By the time the dust settled, there was an entire ecosystem: Yango Play, Yango Music, cross-promos on the Yango rides app, and Yasmina (basically the Arab Alexa). I was there for the whole ride, shaping how each product talked to users and to each other.
Banking Meets Marketplace: UX Writing Across the Full Product
Most people hear "digital bank" and think finance flows. But Al Hilal Digital was also building a marketplace, and I worked across both sides. From concept to launch, I partnered with design, research, dev, and product to lead content for multiple new features and created style guides that kept everything consistent.
- Led UX writing for new product launches from research through to shipping
- Created user journeys based on in-depth persona research
- Built product-specific style guides
- Worked across both the banking and marketplace sides of the app
AD Ports Group: 9 Subsidiaries, 1 Coherent Digital Presence
At Omnia, I led the content strategy for AD Ports Group's entire digital overhaul, rebranding the websites for all 9 subsidiaries (including KEZAD). That meant 9 different audiences, 9 sets of stakeholders, and one content strategist making it all make sense. I also worked with clients like ADGM, Emirates NBD, and others across the full product lifecycle.
Digital Editor: Running Editorial & Branded Content
At VICE Arabia, I ran both sides of the house. On editorial, I managed a network of freelance writers across the region, editing, assigning, and publishing stories that matched VICE's very specific voice. On the commercial side (VICE+), I wrote branded content for Burberry, Nike, W Hotels, Nestlé, and Toyota, finding that sweet spot between brand message and editorial credibility.
- Edited contributor work to match VICE's distinctive editorial voice
- Managed a regional freelance writer network. Assigning, editing, publishing
- Wrote commercial branded content (VICE+) for major global brands
- Created proposals and pitched story concepts to clients
- Collaborated on editorial calendars and brainstormed new content angles
