Email Verified Tony S
5.0/5 (2 Feedback)
Member since January 5, 2021

Content that makes a difference

I’m an experienced content strategist, copywriter (in both Arabic and English), and translator with more than 8 years of experience in creating impactful content for some of the biggest brands in the MENA region.
My expertise is focused on digital content with a solid background in SEO copywriting.

I’ve worked in content creation in daily newspapers, marketing agencies, and large retailers, and made content across diverse industries from banking to tourism, giving me a unique ability to create content that doesn’t just match the needs of a business but also moves their audience.









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Digital Content Lead - e-commerce

  •  Carrefour Majid Al Futtaim
  •  Sep 2017 - Apr 2020

• Managing the digital content team for Carrefour Head Office, responsible for content strategy and day-to-day support and campaign activation across 15 countries in the MENA region.
• Planning and implementing digital content strategies and guidelines on international and country-level, tailored for eCommerce across different channels (web, social, app, CRM, in-store, search…etc), with major KPIs being organic visibility, conversion rates, and user engagement.
• Managing day-to-day content support operations for countries, including creative design, copywriting, content marketing, promotion design, email marketing, Content Management Systems, UX enhancements, and more.
• Implementing promotions and content marketing campaigns.
• Reporting on content performance to company leadership with the help of different analytics tools, and refining and adjusting content strategies based on data and country-level needs.

Senior Content Specialist

  •  Red Blue Blur Ideas (RBBi) - Dubai
  •  Oct 2014 - Aug 2017

Managed award-winning content strategies for top Middle Eastern brands, winning Best Search Marketing Campaign for Qatar Airways at MENA Digital Awards 2016, and Best SEO campaign for Hertz Car Rental at MENA Search Awards 2017.

My main role was developing digital content strategies in English & Arabic for a number of international and regional brands, and managing a team of copywriters and translators to deliver high-quality data-based content that increases organic visibility, builds traffic, and improves conversions.

Day to day work include content audits, developing editorial and digital content strategies in liaison with the SEO, UX, Analytics, and PPC departments, writing and developing content prototypes, editing and proofing, briefing and managing copywriters and translators and content managers (CMS), managing content budgets and PNL, and overall quality assurance on all our content products.

Tasks also included developing creative and compelling content across multiple channels, with a focus on sound SEO practices, and with the aim of increasing awareness, visibility, conversion rates, and engagement.

Editor & copywriter

  •  DigitasLBi MENA - Dubai
  •  Jun 2013 - Sep 2014

Tasks include generating content ideas, interpreting client's brief, content creation (website copy, ads, feature articles, and video scripts), overseeing the production phase, writing, researching, editing, proofing, and translating digital copy for various clients of the agency.

Work experience includes brands like Johnson & Johnson, Jumeirah, Ema’ar, Al-Tayer, Yas Group, Ikea, MasterCard, and Etihad Airlines.

Deputy Editor in Chief

  •  Mystera Magazine
  •  Jul 2010 - Jun 2013

Mystera Magazine covered topics related to lifestyle, health, fitness, recipes, diet, sexuality, trends, psychology, spirituality, environment, sciences, books and movie reviews...etc.

My tasks included helping with planning, managing, writing, and editing all the content of the magazine; helping with recruiting, managing and supervising the staff; representing the magazine in public events; planning, putting the general strategy, and managing the online presence and social media outlets, and coordinating with the marketing department in business-related topics.

International News Editor

  •  Al-Akhbar Newspaper
  •  Aug 2007 - Aug 2009

My tasks included writing, editing, and translating feature stories, Opinion Editorials, and news in the international affairs section of the newspaper.


Masters in Political Sciences

  •  Université Pierre Mendès-France (Grenoble II)
  •  Oct 2008 - Oct 2011

Masters degree in Political Sciences, on “The Energy crisis: post-oil policies and the future of development”.

Bachelor Degree - Political Sciences

  •  Lebanese University
  •  Jan 2003 - Nov 2007

Bachelors degree in political and administrative sciences.

Client Feedback

Email Verified Ravi K


  • Project LevelExpert
  • // Arab Emirates
  • March 30, 2021
    • How was my proffesional behaviour?
    • How was my quality of work?
    • Was I focused to deadline?
    • Was it worth it having my services?

Was great working with you. The quality of work was really good.

  • Project LevelExpert
  • // Arab Emirates
  • February 27, 2021
    • How was my proffesional behaviour?
    • How was my quality of work?
    • Was I focused to deadline?
    • Was it worth it having my services?

It was great to work with Tony. He understood my requirements without explanation and delivered the work on time. I would definitely hire him again in future