Know MORA.
The Mind Behind the Game.
“I WAS CREATED TO CREATE”
This is simply what I believe in; the human brain is the most fantastic machine god created, and using it right can make you reach cloud nine and beyond. I believe I have what it takes to perfect my work, and whether I am on the client or agency side, I can deliver the needed results.
Cairo, EgyptProfessional Experience & Brand Leadership
From agency fast lanes to regional luxury perfume houses, here is how Mora has driven strategic and artistic outcomes across MENA.
CREATIVE DIRECTOR & CONTENT TEAM LEAD
Leading an integrated content department of 7 creative specialists across strategic, editorial, and media production workflows.
- Leading the content team at IMV for Digital Solutions (a team of 7 members), managing day-to-day workflow, and ensuring brand alignment.
- Acting as an experienced strategist, developing tailored content strategies for multiple industries: Clothing, NGOs, AI services, Courses & training, and more.
- Setting the creative direction for media production, guiding the approach for campaigns, photoshoots, videos, and other branded assets.
- Defining and maintaining the tone of voice and messaging framework for each fragrance house, adapting communication to fit customer behavior and cultural context in different markets.
- Collaborating with designers, media buyers, and marketing teams to ensure integrated execution of campaigns, strategic goals, and store openings.
- Pitching and presenting strategies to management and partners, highlighting brand positioning, campaign concepts, and marketing direction.
- Ensuring all content is story-driven, visually appealing, and aligned with brand identity while maintaining consistency across platforms.
- Monitoring performance, gathering feedback, and optimizing strategy for better engagement, reach, and conversion.
REGIONAL CONTENT CREATOR
Regional content lead for a prestigious French perfumery group managing 5 perfume houses (Maa Al Thahab, Aqua d'our, Majouri, Maison Matine, Ist & Me), directly responsible for the content creation of the primary houses with emphasis on Maa Al Thahab.
- Developing complete Content Strategy for the brands responsible for across Egypt, Lebanon, Morocco, Turkey, Saudi Arabia, and the UAE.
- Crafting & creating content while considering the proper tone of voice, the message wanted to be delivered, and the customers' behavior for each house separately.
- Cooperating with the designer and the media buyer in order to execute every campaign, event, or opening properly.
- Pitching different strategies via appealing presentations for either the management or the partners, so they are aware of where marketing is taking them.
- Setting the creative direction for media production, guiding the approach for campaigns, photoshoots, videos, and other branded assets across countries.
SENIOR CONTENT CREATOR
- Taking client briefs, delivering the complete picture to the working team, distributing tasks to team members, and monitoring workflow via CRM.
- Developing complete marketing strategies for multiple and suitable platforms.
- Crafting & creating content while considering the proper tone of voice, message intent, and customer psychological behavior.
- Creating pitching proposals to win new clients over.
- Communicating with team members monthly to assess performance, durability, and creative output.
- Writing articles with impeccable grammar while maintaining strict SEO ground rules.
- Script-writing for motion graphic videos, creating written storyboards, and formulating scripted scenarios.
DIGITAL MARKETING CONSULTANT
- Monitoring, supervising, and developing the skills of multiple teams (from 3 to 5 teams) across diverse client projects.
- Communicating with clients to understand their needs, recommending the optimal methods to achieve their business goals, and delivering the complete strategic picture to execution teams.
- Developing comprehensive marketing strategies for multiple platforms.
FREELANCE SCRIPTWRITER & VO PERFORMER
- Researching project topics comprehensively and in depth.
- Analyzing product benefits, strengths, and target audience friction to spotlight value propositions.
- Developing appealing storytelling, Q&A, fun facts, or situation-based scripts to serve the product's core message.
- Handing over written scripts as complete storyboards for the client to visualize the final video production.
FREELANCE COPYWRITER & CONTENT CREATOR
- Developing and executing detailed strategy and research to fulfill demanding content requirements.
- Produced high-quality content forms across articles, brochures, email sequences, blogs, and creative campaigns.
- Delivered creative solutions across diverse sectors: medical, mobile applications, fishing tools, agriculture, interior design, handmade crafts, events, and documentary scripts.
Education & Strategic Foundation
MASTER'S DEGREE (MBA)
Master of Business Administration: Management Major
BACHELOR'S DEGREE
Faculty of Physical Therapy
Mentorship & International Communities
Active champion for female business leadership, cross-Mediterranean collaboration, and nurturing emerging marketing talent.
WAGIHNI MENTOR | WAGIHNI PLATFORM
Educational platform directed to fresh grads and juniors. Conducting hands-on sessions and courses on marketing strategy and content creation using AI tools.
MEMBER OF SHE LEADS PROGRAM | FRIEDRICH NAUMANN FOUNDATION FOR FREEDOM
Women empowerment program designed for business leaders in the Middle East, bringing women leaders from Egypt, Jordan, Lebanon, Tunisia, and Palestine together to share experiences and explore regional business opportunities.
MEMBER OF EUTHENIA COMMUNITY | FRIEDRICH NAUMANN FOUNDATION FOR FREEDOM
Platform across the Mediterranean region aimed at advancing gender equality in business, training women for future leadership roles, and fostering cross-sector collaboration between public and private organizations.
Courses & Certifications
- 2022SEO FundamentalsSheeren Badr
- 2020Digital Marketing NanodegreeUdacity
- 2020VIP Digital Marketing Master CourseUdemy / Pouya Eti
- 2019Copywriting FundamentalsThe Copywriter's Workshop (Randa Moataz)
- 2018Audio Production WorkshopPovo Academy
- 2018Voice Over and DubbingMai Fouda Workshop
- 2017Arabic Phonetics and GrammarAndel
Languages
Want to play the marketing game with me?
Available for executive creative direction, brand positioning consulting, and bespoke masterclasses.