Laial Ali +971 55 186 8668 ● Dubai, UAE ● laial.mh @gmail.com EXPERIENCE UX Writer January 2023 – Present Al Hilal Digital | Dubai, UAE ● Brainstorming initial design concepts strategies for new products for the Al Hilal digital Banking & Marketplace app (Al Hilal Digital) ● Partnered with designers, researchers, developers, and product managers to deliver compelling content solutions ● Lead ing new projects across the entire product lifecycle, including multiple new launches ● Performing intensive research to gain in - depth knowledge of user personas ● Creating elaborate user journeys for various products ● Creating style guides for each product for future consistency Content Strategist & UX Writer March 2022 – October 20 22 Omnia | Dubai, UAE ● Brainstorming initial design concepts strategies for various clients such as ADGMO, AD Ports Group, Emirates NBD, among many others ● Writing and editing content for web and mobile experiences as a strategist, UX writer, information architect and a content strategist ● Partnered with designers, researchers, developers, and product managers to deliver compelling content solutions ● Lead projects across the entire product lifecycle, including multiple launches ● Performing intensive research to gain in - depth knowledge of user personas ● Creating elaborate user journeys for various mediums ● Creating style guides for each product for future consistency Senior Copywriter /UX Writer Nov 2021 – Feb 2022 Imagination | Dubai, UAE Project: Toyota Digital Showroom ● Creating visitor’s visual journey through content planning ● Writing the copy for the digital screens that will be displayed in the showroom ● Writing copy for all interactive content (UX) ● Highlight ing the company’s history and roots and connecting them to their heritage in the UAE Senior Copywriter March 2021 – M ay 2021 SIMMETRICO Network | Dubai, UAE Project: Expo 2021 ● Created visitor’s visual journey through content planning ● Writing the copy for the digital panels that will be displayed in the participating countries’ pavilions ● Writing the descriptions for exhibition items in each pavilion ● Highlighted the top destinations, historical sights, cultural backgrounds, and investment opportunities for each country Digital Editor Jun 2020 – April 2021 Vice Media Group | Dubai, UAE ● Supervised and edited contributor articles to match the V ICE tone of voice ● Wrote and edited articles for VICE as well as clients who wanted VICE articles for their product or campaign (Burberry, Nike, W Hotels, Nestle , Toyota ) ● Delegated assignments to writers and designers ● Wrote and designed proposals and article pitches ● Collaborated with the team to brainstorm pitches and topics Copywriter Jan 2020 – March 2020 HQ Worldwide Shows | Dubai, UAE Project: Hamdan International Photography Awards 2020 (HIPA 2020) ● Website, email and digital invitation content Screen content for the event ● Wrote the s cript for the MC, judges, and other presenters ● Wrote the s cripts for all videos included in the ceremony ● Wrote the p erformance p oem for the main event Copywriter Oct 2019 – Jan 2020 LINKVIVA | Dubai, UAE Project: Retail Abu Dhabi – Department of Culture and Tourism (DCT) ● Wrote the c opy for all k ey v isuals, o utdoor artworks, and in - mall digital Screens ● Conceptualized ideas and scripts for cinema and radio advertisements ● Wrote all of the website content for the campa ign ● Prepared social media posts for the campaign Social Media Manager Aug 2019 – Jan 2020 XploreDMS | Dubai, UAE ● Conceptual copywriting for new digital marketing campaigns ● Created social media strategies and article content for clients from various industries ● Curated quarterly and monthly social media editorial calendars Scheduled posts using HootSuite and Social Bakers ● Monitored all activity and measured metrics to generat e monthly reports ● Monitored community management Copywriter Oct 2018 – Feb 2019 AXA Insurance | Dubai, UAE Project: Brand refresh ● Rewrote and updated all website copy ● Wrote content for existing and new insurance/product information and descriptions as well as terms and conditions ● Edited and proofread and improve writers’ copies ● Optimized web content according to SEO Marketing and Communications Executive Jan 2016 – Oct 2018 NMC Group | Abu Dhabi, UAE ● Researched extensively for digital marketing trends and identified target audiences ● Wrote, edited, proofread and oversaw creative copies for my team before going live ● Assisted with event management and organization including product and awareness exhibitions ● Proactively created new databases and maintained existing ones (external) to manage contact details of partners in order to receive updates and gather relevant information for our social media and web content ● Carried out day - to - day administrative tasks: arranging calls, e - mails, meetings, and interviews to actively support my team by liaising and engaging with project owners, potential clients and stakeholders EDUCATION University of Wollongong | Bachelor of Commerce – International Business 2012 – 2016 Certifications: ● Inbound Marketing ● Content Marketing ● TEFL Certificate SKILLS Microsoft Office | C reative Cloud | Slack | Figma | Miro | Notion | HootSuite | Social Bakers | Creative thinking | Adaptable | Multitasker | Self - driven | Project management | Sociable