Senior Content Executive
VIRENXIA
Total years of experience :16 years, 10 Months
A sustainable agri-tech provider and agri-input manufacturer with operations in UAE, India, Oman
and Ukraine.
Highlights:
• Created web copy for the company website, and brand websites.
• Created key persona farmer/dealer archetypes based on user
research and information-gathering among Indian farmers.
Key Responsibilities:
• Creating web copy, investor pitch presentations, managing content planning
and posting on social media platforms.
• Running A/B tests to lock in site information architecture using Optimal
Sort.
• Creating product label copy and distilling technical information into
usable user guides for our brand of plant biostimulants.
• Managing localisation into Indian languages and Arabic.
• Creating and executing user research plan to understand the Indian
farmer base.
Highlights:
• Worked on key Emirates ‘Fly Better’ campaign.
• Single-handedly delivered content for Emirates Food Channel recipe pages within timelines.
• Worked on pages for special occasions - Diwali 2018.
Key Responsibilities:
• Created digital content for emirates.com and EK app, including creative content, UX content, technical content.
• Relied on strong problem-solving skills, coupled with open communica- tion and collaboration with different teams to deliver on tricky copy requests.
• Ensured SLAs and digital marketing objectives were met in copy requests while advocating user-first experiences.
• Writing for different personas and understanding the global brand’s tone of voice. Creating copy that moves people to action.
Part of the first batch of content creators hired at Al Futtaim for their Digital Retail department. Wrote content for ACE Hardware, Plugins, and M&S.
Highlights:
• Single-handedly managed the flow of all product content for aceuae.com, averaging 500 products a month.
• Created compelling content for multiple e-commerce brands - ACE, Plugins, M&S.
• Special projects include storyboarding for infographics, creating original content for YouTube features, DIY blogs and even working with studio team for seasonal theme shoots.
• Interviewed DIY Guru Amy Howard https://youtu.be/QczDrm4Jvi8
Key Responsibilities:
• Managed external writers, maintaining the quality of product content. Setting processes in place to ensure content flow for 500+ newness products per month is smoothly carried out.
• Quality checked and trained other writers on the brand tone of voice.
• Developed content for marketing spots, emailers, web pages and web banners.
• Working with SEO, digital marketing and the merchandising team for promotions and regular BAU. Working side-by-side with design, translating briefs into compelling email stories that help achieve overall sales targets.
Was part of the core Marketing team, coordinating directly with the communication manager and CMO.
Highlights:
• Received value recognition award for ‘adaptability’ and ‘flexibility.’
• Developed storyboard for seven Bayt.com infographics, and two poll series some which received a lot of media attention.
Designation Chronology:
• June '11 - June '14: Assistant Copywriter - Marketing
• May ’08- June '11: Operations Head & Sr. Career Consultant - Career Services Dep.
• March ’08 - May’08: Quality Controller - Career Services Dep.
• Sept ’07- March ’08: CV Writer - Career Services Dep.
Key Responsibilities:
• Brainstormed visual and copy ideas with the communication manager. Assisted and closely coordinated with the communication manager and CMO on the tone of the brand on social media platforms.
• Developed original SEO optimized content for blog.bayt.com. Samples of my writing can be seen on our Bayt.com blog- I contribute as the Bayt.com HR Guru, Employer Advice column (Suha’s blog) and as myself.
• Proofread press releases and cross-checked statistical data to make sure it is error free, while coordinating with the spokesperson.
• Responded to interview requests and drafting responses for interview questions.
• Worked on ad hoc projects that involve content - online or offline.
• Managed social media platforms (Facebook, Twitter, LinkedIn), including daily monitoring, posting, replying and content development. I managed the Bayt.com Facebook page, Google+ page, LinkedIn and regularly updated the @BaytJobs Twitter handle.
• Coordinated and implemented social media marketing communication projects with responsibilities that include creating brand awareness online.
• Initiating conversation online and promoted Bayt.com content on forums, blogs and professional networks by implementing an aggressive linkback strategy.
• Prepared status reports on social media efforts and success rates.
• Attended job fairs, forums, university career fairs as a Bayt.com representative and gave on-the-spot career consultancy and personalized job-search advice. \[Mention on Zawya: http://goo.gl/86ABMi\]
Highlights:
• Interviewed on Dubai One show ‘Twenty Something’: http://goo.gl/KXO7Hg
• Managing the entire operations team consisting of 2 consultants, and 8 freelancers ensuring timely service delivery for over 1000+ cases.
• Was part of a project team of 4, involved in the creation of the elaborate Help section on Bayt.com. Contributed to the development of the help format and drafted the entire FAQ section for the jobseeker Help page.
• Was assigned on the ‘War of Talent’ project. A 45 minute weekly radio show on Dubai Eye (103.8) involving a mock job interview on-air with a job-seeker. Was solely responsible for short listing candidates, interviewing them and running a training session prior to the scheduled show. The show was aired for close to 3 months.
Responsibilities as Operations Head:
• Systematized and regulated the service delivery cycle to counteract the main operational issues i.e. a bulk of client correspondence and no set order on managing the service cycle of clients. Set a reporting order in place and organize the team of writers, consultants and customer service personnel.
• Supervising the entire operations end of the career services department. Ensuring that the available resource was optimally utilized and financially viable.
• Augmented sales by giving feedback and training (psychometrics and other products) to sales team.
• Reviewed and created critical reports as per plan, regularly rated overall performance of all full time writers and freelancers rating them on their competency.
• Attended career events - job fairs, university career events in collaboration with the marketing department. Gave workshops on CV Writing. Gave on-the-spot CV evaluations to job-seekers from diverse career levels.
Responsibilities as CV Writer:
• Created resumes working collaboratively with clients from diverse industry verticals. Skilled in working with minimal information, researching online to create a comprehensive document to further client’s goals. Also listened careful and put across information into clear concise language highlighting individual strengths.
• Gave personalized career consultancy sessions to clients (entry-level to C-suit level) telephonically across the GCC and internationally. Customizing career related advice as per the clients profile for those from diverse industry verticals and experience levels.
Job Responsibilities:
• Assisted the senior counselor in preparing visa documentation, filling and preparing daily, weekly status reports for review of the manager
• Updated the Salesforce-based CRM system - to retrieve and enter student data.
• Handled email correspondence to the central IDP id. Coordinated with the counselors.
• Provided inputs on preparation of marketing material for the half-yearly brochure, radio spot, marketing collateral, coordinated with suppliers and external advertising agency on that.
Worked for two promotional periods.
• Dec 2005 - Jan 2006: Telesales (Jashanmall Promotion)
• Oct. 2006 - Dec. 2006: Telesales/ Customer Service (Areej Promotion)
• Renewed existing subscriptions, and sold to new subscribers.
• Updated information on the SAP based CRM system for new orders, as well as coordinating with the on-field delivery boy/ district officer for new locations.
• Handled inbound calls - dealt with a variety of complaints - non delivery/ late delivery/ newsboy attitude problems.
Upselling annual subscriptions to new subscribers, making Renwals for existing Subscribers, Maintaing data, Handling customer complaints.
Attended a 3 day masterclass including - Application development on Facebook, Twitter and other social media platforms. Including planning and presenting a social media strategy.
Submitted term-end dissertation on “Effectiveness of Outdoor Advertising among real estate developers in Dubai”.
Co-curricular Highlights: • Active member of cultural societies including the Asiatic Society, Noir Film Appreciation Club • Duke of Edinburgh Award Scheme- Bronze award (2000)
