Digital Dubai Authority Aug 2025 – Present

Governing bilingual content for a city's digital services

Digital Dubai delivers government digital services to residents from over 200 nationalities, in Arabic and English, across a wide range of AI-driven and traditional service journeys. Without shared content governance, consistency and clarity were at risk exactly where they matter most: services people rely on to deal with government.

My approach

I set the content governance framework and style guides that define how the authority writes in both languages. Then I applied that foundation across new AI-powered service journeys to keep them clear and easy to use, regardless of a resident's digital literacy or preferred language. Since I was the only writer covering Arabic localization at this volume, I also built a tool to make sure speed didn't come at the cost of accuracy.

What I built

• Bilingual Arabic/English content governance and style guides
• Style normalization patterns for CRM content: action-verb openings, UI labels set in Arabic quotation marks, future-tense system responses, Western Arabic numerals, and consistent use of Modern Standard Arabic (Fusha)
• A custom Figma plugin that uses machine learning to translate and generate Arabic screens directly from the English source and the style guide's own rules, cutting localization time by around 75%
• Accessibility and localization standards aligned with UAE government requirements
• A feedback loop that adapts content based on real user interactions, not just launch-time assumptions

On the Figma plugin

Reviewing and translating every Arabic screen by hand didn't scale against the volume of AI-driven service journeys DDA was shipping. I built a plugin that generates Arabic content straight inside Figma, trained on the governance rules I'd already set, so the first draft of any Arabic screen already followed the guide instead of needing a full manual pass. I still review everything it produces, but it turned localization from a bottleneck into something that keeps pace with design.

The shift

In practice, this meant moving CRM content away from passive, vague system language toward active, future-tense phrasing with real timeframes and correct Western Arabic numerals, so every response reads as intentional rather than machine-translated.

Outcome

The governance framework became the reference point for bilingual content across the authority's digital services. The Figma plugin cut localization time by roughly 75% and is still in active use.

Emirates NBD Apr 2022 – Jul 2025

Building one voice across five banking product lines

Emirates NBD serves customers from over 200 nationalities across distinct product lines: Corporate, Everyday, Business, Tablet, and Wealth and ATM/ITM banking. Each had grown its own copy habits, with nothing tying them together into one voice.

My approach

I led the team responsible for defining what Emirates NBD actually sounds like. That meant setting a tone of voice that balanced professional with approachable, confident with empathetic, then turning that into writing rules concrete enough that any writer on the team could make the same call I would, without me reviewing every string.

What I built

• A writing style guide covering language standards, tone of voice, writing goals, and formatting rules
• Bilingual Arabic/English conventions, including Modern Standard Arabic over colloquial dialect and formality calibration
• A recurring copy audit process to catch drift between what the guide said and what was actually live
• Onboarding, error-state, and promotional copy patterns the team could apply on their own

The shift

In practice, this meant replacing generic system errors with calm, specific messaging that names the actual problem and tells the user what to do next, rather than a blanket line that leaves them guessing.

Outcome

The guide became the team's go-to reference for every new product screen. It let 5 writers work independently across very different banking contexts while still sounding like one bank.

Bosta Sep 2021 – Feb 2022

From first content hire to owning product communication

Bosta, a fast-growing Egyptian logistics startup, was scaling its product across dashboard, app, landing pages, emails, and SMS, with no real content strategy holding any of it together in Arabic or English.

My approach

I joined as Content Designer to build that foundation from scratch: writing goals, glossary, tone of voice. Within two months, that work led to a promotion to Product Comm. Lead, which expanded my role from writing content to owning cross-functional communication for product launches.

What I built

• A writing style guide (v1.0) setting ground rules for tone, glossary, and writing goals
• Bilingual UX writing and localization across dashboard and app screens
• Communication for product launches and feature releases, coordinated across product, engineering, marketing, business, sales, and customer support

The shift

In practice, this meant moving order and status updates away from flat system logs toward specific, present-tense confirmations that read like an update from a person, not a database.

Outcome

Promoted from Content Designer to Product Comm. Lead within the role's first months, taking ownership of content strategy across the full product and cross-team launches.