Delivering digital identities

I have crafted the messaging and web copy for a number of sites and blogs, including:

Crowd
As Head of Content at Crowd, I wrote the narrative for the agency’s major web revamp in 2025.

Friendi Pay
Working for Crowd, I crafted the key messages and web copy for FriendiPay, a new digital wallet app for the UAE and Oman. I also came up with the main tagline ‘Sharing Made Simple’, which is now used in all brand communications and advertising.

Destination DXB
As Consumer Communications Manager at Dubai Airports, I launched and managed a new consumer blog, Destination DXB. Using WordPress, I updated the blog with weekly news and listicles on food, retail and entertainment options at the airport. The blog formed an integral part of the content strategy, providing a home for long-form articles with cross-links from social media.