Istanbul, Türkiye
I’m a creative project manager working at the intersection of content, culture, strategy, and digital storytelling. Over the past few years, I’ve worked across global brands and agencies, including Snap, YouTube (via 1021 Creative), Publicis Groupe, and JD Sports, leading campaigns, producing content, managing cross-functional projects, and working with global stakeholders. My path into media wasn’t traditional. I started in tech with a degree in Computer Engineering before moving into communications and digital culture, a shift that gave me both an analytical mindset and a deep understanding of how people interact with media online. Originally from Egypt, I’ve lived and worked across the UK, UAE, and Türkiye, while also volunteering internationally in places like India. Experiencing different cultures and communities has shaped both the way I work and the stories I’m drawn to tell. Outside of work, I’m deeply passionate about writing, psychology, travel, languages, and human connection. I’ve written 100+ articles around self-development, relationships, mental health, and identity, and I’m endlessly fascinated by the way media, culture, and storytelling influence how we see ourselves and the world around us.
I manage end-to-end delivery of email marketing campaigns for US-based e-commerce clients in the wellness and lifestyle space, focusing on coordinating cross-functional workflows across copy, design, and automation to ensure timely and high-quality campaign execution. I work closely with structured task management systems (Asana) to oversee briefs, track progress, and align multiple stakeholders across different brands and campaign cycles. My responsibilities include translating client requirements into actionable workflows, coordinating asset production, and supporting the execution of automated email flows and campaign launches.
After my temp contract at Snap wrapped up, I decided to take some time for myself and travel. Visited 8 countries, made it back home to Egypt for a while, and ended the trip by staying in Türkiye.
Led end-to-end delivery of 30+ creative campaigns across MENA, managing timelines, budgets, stakeholders, and production workflows, ensuring complete briefs, compliant budgets, and aligned partner selection, while maintaining 100% project tracking accuracy.
Managed over 10+ projects simultaneously for global clients, handling briefs, streamlining workflows, and ensuring smooth collaboration across international teams. I proofread campaign content, led communication between clients and creatives, and carried out performance and sentiment analysis to deliver insights that helped improve future strategies and audience engagement. Managed social media video shoots, contributing to both planning and on-camera work. Created content strategy and came up with creative ideas and making sure they align with the overall campaign goals increasing engagement by 10% within 3 weeks. Accounts: Cadillac, ACDelco
Collaborated with YouTube’s Culture & Trends team to identify emerging trends and engaging stories across the MENA region. Produced weekly digests highlighting trending topics and standout creators, while curating content aligned with platform priorities. Conducted trend analysis and content monitoring, reviewed top-performing videos, and provided editorial feedback to ensure brand alignment and platform safety (PR-safe). Researched and surfaced high-potential creators, contributing to regional campaign success and supporting cross-functional teams in marketing, PR, and brand strategy with actionable insights.
Working with YouTube’s Culture & Trends team, developing research reports on the latest trends in the MENA region, presenting actionable insights to clients, and helping them navigate the shifting landscape. Curating and analyzing popular videos, offering editorial feedback, and ensuring content is aligned with brand guidelines. Through weekly client pitches, I provide strategic recommendations rooted in data, while continuously monitoring emerging trends across YouTube and other platforms.