Lina M

Freelance Marketing & Content Strategist

Independent • Freiberufler

Feb 2024 - Present • 2 yrs 8 mos

Independent practice serving MENA consumer brands and scale-ups. Typical engagements run 6–16 weeks at a $6K–$15K project fee, or $65/hr for advisory retainers. • 11 completed engagements to date across FMCG, logistics, QSR, health-tech and food delivery; 4 clients have rebooked. • Services: channel strategy, content systems and calendars, creator/UGC programs, lifecycle email and push, and analytics setup. • Typical deliverables: audience and competitor audit, 90-day content roadmap, messaging matrix, production SOPs, reporting dashboard and a handover training session. • Highlights include a TikTok launch that hit 100K followers in 14 weeks, a creator program with 28% lower cost-per-asset than agency production, and a Ramadan retention campaign that added 12,400 reactivated orders. • Work with a trusted bench of 6 freelancers (video, motion, Arabic copy, paid media) so projects can scale without changing the point of contact.

Senior Brand & Content Strategist

Publicis Groupe • Freiberufler

Nov 2021 - Jan 2024 • 2 yrs 2 mos

Rolling 12-month contracts as a senior strategist on telco, banking and QSR clients. • Led strategy on 7 pitches; 4 converted, adding roughly $2.8M in annual billings. • Ran brand and messaging workshops with client leadership teams in Amman, Riyadh and Dubai. • Wrote the strategic platform and content system for Zain Jordan's 2023 back-to-school campaign (see portfolio) — 3.1M completed views at a 41% lower cost-per-view than the previous year. • Standardised the post-campaign review format across the social team: hypothesis, spend, outcome, what we'd change. • Coached 5 mid-level strategists; two were promoted during my contract. • Chose not to renew in Feb 2024 to move into independent consulting full-time.

Content Marketing Manager

Careem • Vollzeit

Mar 2019 - Nov 2021 • 2 yrs 8 mos

Client-side move. Led content for the rider and captain marketing teams across 9 markets. • Managed a team of 4 (2 writers, 1 designer, 1 video editor) plus a bilingual freelance bench of 9. • Rebuilt the blog and help-centre content architecture; organic sessions went from 210K to 640K per month over 20 months. • Launched the Arabic content track properly — localisation instead of translation — which doubled time-on-page in Saudi and Egypt. • Owned the content side of lifecycle email and push: 38 automated journeys, +18% 30-day rider retention on the reactivation track. • Set up a single content measurement dashboard in Looker so every piece carried a cost, reach, and assisted-conversion number. • Work paused for a planned relocation and a short career break before moving to consulting in December 2021.