SOCIAL FEEDS
STRATEGY
AI GENERATED
GRAPHIC DESIGN
COMMUNITY MANAGEMENT
FOREST ESSENTIALS
RESULTS
WOMEN’S PAVILION
STEVE MADDEN
MARTHA STEWART
ASHRI
EATOPI
COPYWRITING
CAMPAIGNS
VIKJET
INFLUENCER COLLABORATIONS
EVENT CONTENT
REELS
Information about: VikJet
VIKJET
Fine Jewelry
I managed VikJet’s socials end to end, from campaign ideas and monthly planning to captions, Stories and feed direction. We wanted the brand to feel cool, current and very Dubai, so I brought more of the city’s fashion, lifestyle and energy into the content while keeping everything playful and recognisably VikJet.
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Details:
Type: Social Media Management > Content Strategy > Creative Direction
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Preview:
Feed Direction
Reels
Stories
Copywriting
F25 Collection Campaign Concept and creative direction
Results: 184% Increase in average visible engagement
Information about: VikJet
VIKJET
Fine Jewelry
I managed VikJet’s socials end to end, from campaign ideas and monthly planning to captions, Stories and feed direction. We wanted the brand to feel cool, current and very Dubai, so I brought more of the city’s fashion, lifestyle and energy into the content while keeping everything playful and recognisably VikJet.
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Details:
Type: Social Media Management > Content Strategy > Creative Direction
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Preview:
Feed Direction
Reels
Stories
Copywriting
F25 Collection Campaign Concept and creative direction
Results: 184% Increase in average visible engagement
Information about: Steve Madden
STEVE MADDEN
Fashion Footwear
I managed Steve Madden Middle East’s socials across monthly planning, campaign ideas, captions, Stories and feed direction. I also led influencer activity, working with around four creators each month and managing initiatives like influencer livestreams. The goal was to keep the brand bold, current and fun while making the content feel right for the Middle East audience.
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Details:
Type: Social Media Management > Content Strategy > Creative Direction
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Preview:
Feed Direction
Reels
Stories
Copywriting
Festive 2025 Campaign Campaign concept, content planning and creative direction
Results: 179% increase in average visible engagement
Information about: Forest Essentials
FOREST ESSENTIALS
Luxury Ayurvedic Skincare
I managed Forest Essentials Arabia’s social content across monthly planning, seasonal campaigns, captions, Stories and feed direction. I worked closely with the creative team to plan shoots and develop content that felt premium, calming and rooted in the brand’s Ayurvedic identity while still feeling relevant to the Middle East audience.
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Details:
Type: Social Media Management > Content Strategy > Creative Direction
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Preview:
Feed Direction
Reels
Stories
Copywriting
Festive 2025 Campaign Campaign concept, content planning and creative direction
Results: 12% increase in average visible engagement. Plus a 35% increase in average Reel views during my management period.
Information about: Martha Stewart
MARTHA STEWART
Lifestyle Retail
I managed Martha Stewart Middle East’s social media across content planning, captions, Stories and feed direction. A key highlight was supporting the regional launch event, where I helped create and manage social content featuring Martha Stewart herself, capturing the event and turning it into polished launch content across the brand’s channels.
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Details:
Type: Social Media Management > Content Strategy > Creative Direction
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Preview:
Feed Direction
Reels
Stories
Copywriting
Halloween 2025 Campaign concept, content planning and creative direction
Results: 2,414% increase in average visible engagement. Plus an 11,746% increase in average Reel views during the launch period.
Information about: Ashri
ASHRI
Skincare
I managed Ashri’s social media across content planning, captions, Stories, Reels, feed direction and community management. I focused on creating a consistent mix of educational, product-led and lifestyle content while keeping the brand clear, approachable and visually cohesive. I also managed day-to-day audience interactions, responding to comments and messages and helping build a more engaged community around the brand.
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Details:
Type: Social Media Management > Content Strategy > Creative Direction
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Preview:
Feed Direction
Reels
Stories
Copywriting
Always-On Content
Results: 3.16% follower growth in one month. With top-performing Reels reaching a 5.31% engagement rate.
Information about: Eatopi
EATOPI
Food & Dining
I worked on Eatopi’s social media, developing content around its rotating line-up of signature dishes from Dubai chefs and homegrown food brands. My role included content planning, campaign concepts, captions, Stories and Reels, with a focus on making each new menu drop feel exciting, playful and worth trying.
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Details:
Type: Social Media Management > Content Strategy > Creative Direction
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Preview:
Feed Direction
Reels
Stories
Copywriting
See You On The Grill: Burger collaboration campaign, social content planning and creative direction
Results: 278% increase in average visible engagement. Plus a 384% increase in average Reel views during my management period.
Information about: Women's Pavilion
WOMEN'S PAVILION
Culture, Community & Events
I managed social media for the Women’s Pavilion at Expo City Dubai, shaping content around events, community programmes, coworking and women’s stories. My role covered monthly planning, campaign concepts, captions, Stories, Reels and event content, working closely with the client and creative team to make complex topics feel clear, thoughtful and visually strong. I also supported live event coverage and content around initiatives including Her Health Majlis and the Pavilion’s wider programming.
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Details:
Type: Social Media Management > Content Strategy > Creative Direction
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Preview:
Feed Direction
Reels
Stories
Copywriting
Her Health Majlis: Event content planning, live coverage and post-event storytelling
Results: 155% increase in average visible engagement. Plus a 130% increase in average Reel views during my management period.
SKILLS
Visual skills
A selection of visual systems and creative tools.
Art direction
Identity
Social design
Campaigns
Editorial
Motion
Images and labels are ready for your work.
Information about: Graphic Design
GRAPHIC DESIGN
Selected social graphics and branded assets created across fashion, beauty, lifestyle and culture.
Preview:
Steve Madden
Martha Stewart
Forest Essentials
Eatopi
VikJet
Women’s Pavilion
Ashri
Designed to follow each brand’s identity while keeping the content clear, current and platform-first.
Information about: Campaigns
CAMPAIGNS
Selected campaign concepts and social rollouts across fashion, beauty, food and culture.
Preview:
Steve Madden — Beach Town, USA
Martha Stewart — Festive 2025
Forest Essentials —Two Routines. One Glow
Eatopi — See You On The Grill
VikJet — Dubai Lifestyle Campaign
Women’s Pavilion — Navigating Uncertainty
Ashri — Always-On Content
From concept and planning through to social rollout and creative direction.
Information about: Copywriting
COPYWRITING
Selected captions and social copy written across fashion, beauty, food, lifestyle and culture.
Preview:
VikJet: Playful brand voice
Steve Madden: Fashion-led copy
Forest Essentials: Product storytelling
Women's Pavilion: Event messaging
Martha Stewart: Launch copy
Eatopi: Campaign copy
Ashri: Educational copy
Written to match each brand’s tone, audience and platform.
Information about: Results
RESULTS
A snapshot of performance across the social accounts I managed.
Preview:
Martha Stewart
Eatopi
VikJet
Steve Madden
Women's Pavilion
Ashri
Forest Essentials
Based on selected public before-and-during account data.
Information about: Community Management
COMMUNITY MANAGEMENT
Examples of how I supported brand communities through public interactions, audience engagement and community-led content.
Preview:
Comment responses
Audience conversations
Story engangement
Broadcast channel
User-generated content
Polls and questions
Community feedback
Selected public examples showing audience engagement, responsive brand voice and community-focused content.
Information about: AI Generated
AI GENERATED
AI-assisted visuals developed through detailed prompting, creative direction and refinement.
Preview:
Created through detailed prompting, reference direction and multiple rounds of refinement.
Information about: Strategy
STRATEGY
Before-and-after examples showing how I used content strategy to shift brand direction, strengthen feeds and introduce new creative formats.
Preview:
VikJet — Dubai Lifestyle Direction
Before
After
Before: product-led jewellery content with less lifestyle context
After: more Dubai fashion, city and lifestyle content to make the brand feel more current and locally relevant
Steve Madden — Introducing AI Content
Before
After
Before: mainly traditional campaign and product content
After: AI-assisted creative concepts introduced to add variety, support trends and create more eye-catching social assets
Forest Essentials — Seasonal Feed Direction
Before
After
Before: product content shown more individually
After: stronger seasonal storytelling, clearer campaign themes and a more cohesive visual flow
Women’s Pavilion — More Editorial, Less Copy-Led
Before
After
Before: heavier text and information-led posts
After: more image-led, editorial content with shorter copy and stronger visual storytelling
Each shift was shaped around the brand’s audience, objectives and existing content opportunities.
Information about: Social Feeds
SOCIAL FEEDS
A closer look at how I developed VikJet’s feed direction to feel more lifestyle-led, locally relevant and visually cohesive.
Preview:
The feed was mainly product-led, with less lifestyle context and fewer visual links to Dubai.
I introduced a more lifestyle-led direction using Dubai locations, fashion references and locally relevant content.
The updated feed felt more current, varied and connected to the city while keeping the jewellery central.
The new direction brought more of Dubai’s fashion and lifestyle into the feed while keeping VikJet’s identity recognisable.
Information about: Reels
REELS
Selected Reel concepts developed from idea and briefing through to edit direction and rollout.
Preview:
From concept and planning through to social rollout and creative direction.
Information about: Event Content
EVENT CONTENT
Social content planned and delivered around launches, panels, activations and live events.
Preview:
Covering pre-event promotion, live content capture and post-event storytelling.
Information about: Influencer Collaborations
INFLUENCER COLLABORATIONS
Selected Steve Madden influencer collaborations created to introduce new collections through personal styling and creator-led content.
Preview:
Woven Trend Edit
The creator styled a woven bag and matching shoes to highlight one of the season’s key trends.
9,873 total interactions.
Summer Accessories Edit
The creator showcased the new summer collection through a complete look featuring Steve Madden shoes and accessories.
686 total interactions.
Summer Collection Styling
The creator styled shoes and a bag from the new summer collection in her own personal way.
73+ visible interactions, excluding hidden likes.
New Collection Styling
The creator introduced pieces from the new collection through a styled outfit tailored to her personal content style.
18+ visible interactions, excluding hidden likes.
New Collection Footwear Edit
The creator paired new-season footwear with her own wardrobe to show how the collection could be styled.
36+ visible interactions, excluding hidden likes.
New Collection Look
The creator brought the new collection to life through personal styling and natural, platform-first content.
45 total interactions.
Managed across creator briefing, product selection, feedback, approvals and final social rollout.