Narrative & Content Strategist · Egypt / Worldwide

Ideas become
stories that move.

Stories that people understand, remember, and act on.

Explore my work ↓
Summary

Narrative and content strategist with 6+ years turning research into positioning, and positioning into scripts people actually finish watching. I work directly with founders, agencies, and creators — from the first market question to the last line of copy.

I write and think in Arabic, English, and French — not translated, written natively for each audience.

Real estateHealthcare & clinicsRetail & fashionFood & beverageEducationPurpose campaigns

Egypt · Saudi Arabia · Senegal

The short version
Content Strategy

I research the market, competitors, audience, and business goals, then turn the findings into positioning, content pillars, channel roles, calendars, and a practical execution system.

Research · Positioning · Content pillars · Calendars · Channel plans
1.1MReach · Mezallah
3Languages
6+Years
4Markets

Strategy × Storytelling × Creative Direction

Documented result / Mezallah · via Proosites

Built from zero,
measured in reach.

We launched Mezallah's brand page from zero. My role: content strategy and scripting, with hands-on production across shoot prep, filming, and edit. Figures cover the page's first year — six of those months running active campaigns.

1.1MReach
21.3KFollowers from zero
16.2KContent interactions
6.9KLink clicks

First year · page built and grown from zero · 6 months of active campaign

Documented result / Alsham Furniture · agency client

Ads that filled
a showroom.

One reporting period of paid and organic content for a furniture retailer in Zagazig. Figures from the store's own monthly report.

270%Reach growth
131Conversations started
120New contacts
6,200EGP ad spend

Inquiries doubled · reach reached 184.9K

Want results like these for your brand?Strategy, scripts, and campaigns — in Arabic, English, or French.

Let's talk ↗
01 / Selected work

Selected highlights.
A wider body of work.

A curated entrance into a wider body of strategy, writing, campaigns, and creative production.

Mezallah project artwork01
Channel Launch · Media Operation · via Proosites

Mezallah

Click for brief +
Project brief

I set up the YouTube channel and ran the media operation for its whole first year — uploads, the social pages, publishing, and paid ads — while following prep, filming, and the edit alongside the team. The page went from nothing to 21.3K followers, 1.1M reach, and 6.9K link clicks.

Mezallah podcast episode cover
Podcast episode
Mezallah video thumbnail on real-estate investment
Video thumbnail
Mezallah occasion post
Occasion post
Mezallah quote post promoting an episode
Episode promo

Channel Build · Publishing · Paid Ads

Watch on YouTube ↗
Alsham Furniture project artwork02
Furniture Retail · Zagazig · agency client

Alsham Furniture

Click for brief +
Project brief

Two monthly plans for a furniture showroom, written for couples furnishing a first home. The campaign idea was to stop selling furniture and start showing the moment it makes possible — a table that holds the whole family, a room two children can share — tied together by one hashtag. I wrote the copy and the creative briefs, and the monthly report that decided where the next budget went.

Alsham campaign design — family dining table
Campaign · 01
Alsham campaign design — shared children room
Campaign · 02
Alsham campaign design
Campaign · 03
One month · from the client's monthly report
Views86.4K→238.9K
Reach50.0K→184.9K
New contacts57→120
Messages started63→131
Response rate65.1%→73.1%

Paid media drove 88% of reach. Best-performing ad set: a message campaign that opened 93 of the month's conversations on its own.

Copy · Creative Briefs · Paid Ads · Reporting

PANORAMA by SARAY project artwork03
Luxury Real Estate

PANORAMA by SARAY

Click for brief +
Project brief

Built a monthly content plan around the real problems facing the Senegalese customer, then translated those insights into campaign scenarios and AI-led videos. The result was a clearer, locally relevant story for PANORAMA and SARAY.

PANORAMA investment post
Investor post«Pourquoi investir au Sénégal ? Les meilleures opportunités naissent là où la croissance rencontre la vision.»
PANORAMA location post, Point-E Dakar
Location post«Toutes les adresses ne se valent pas. À Point-E, l’emplacement fait toute la différence.»
PANORAMA brand post
Brand post«Certaines adresses ne se contentent pas d’exister, elles marquent une ville.»
PANORAMA Hijri New Year greeting
Occasion post«Nouvel An de l’Hégire — Meilleurs vœux 1448 H»
AI campaign video

Strategy · Script · AI Direction

Hope Giver project artwork04
Purpose Campaign

Hope Giver

Click for brief +
Project brief

A humanitarian campaign carried by one public figure. I plan the ceremony media with Anwar, take in the footage from the field team, organise it, and make sure every sponsor gets the visibility they were promised. I design the campaign visuals myself in Canva, and build the campaign presentation — the deck that carries Hope Giver's story to partners inside and outside Egypt. The film below was made for Times Square, New York.

15-second Times Square film
Hope Giver campaign key visual
Campaign key visual
Hope Giver 2026 Vision poster
2026 Vision
Hope Giver The Future Forward poster
Campaign poster
Hope Giver quote card
Quote card

Media Planning · Campaign Design · Sponsor Coverage · Deck

IBS United project artwork05
Business & Marketing

IBS United

Click for brief +
Project brief

An awareness campaign built as a reel series filmed by the team themselves. I wrote the scripts and set the shooting direction for each one — how it opens, what happens on camera, and how a business idea stays clear when the person delivering it isn't a presenter.

Reel 01
Reel 02
Reel 03

Campaign Concept · Scripts · Shooting Direction

Marwa Abdelwahab project artwork06
Narrative Writing

Marwa Abdelwahab

Click for brief +
Project brief

A personal-brand content system built from the ground up: competitor analysis, persona and voice, content pillars, calendar, and topic selection — then the scripts themselves, long-form for YouTube and short-form for TikTok. The teaser and the announcement below are the first pieces out; the series is in edit.

Teaser
Show announcement
TikTok · episode one

Strategy · Voice · Scripts Filming now

AI Video Production project artwork07
Creative Production

AI Video Production

Click for brief +
Project brief

A growing body of AI-assisted videos created from concept to final visual story. The work combines scripting, prompting, visual direction, editing, and brand-focused creative decisions.

My story · personal concept
Social campaign film

Concept · Visual Direction · AI

Other Campaigns project artwork08
Restaurants · Clinics · Retail

Commercial Copy

Click for brief +
Project brief

Two years of content and paid ads for restaurants, clinics, and retail, where the only question was whether anyone got in touch. This is where the “act on” part of my work was learned: copy is only finished when someone does something because of it.

Commercial campaign sample 01
Sample 01
Commercial campaign sample 02
Sample 02
Commercial campaign sample 03
Sample 03
Commercial campaign sample 04
Sample 04
Commercial campaign sample 05
Sample 05
Commercial campaign sample 06
Sample 06
Commercial campaign sample 07
Sample 07
Commercial campaign sample 08
Sample 08
Commercial campaign sample 09
Sample 09

Copywriting · Paid Ads · Direct Response

02 / The writing room

The words
people stay for.

سلسلة أصلية / رسايل من زمن الرجال

فكرة واحدة. ثلاث وجهات نظر رجالية. وثلاث حقائق شعورية مختلفة.

  1. 01«أنا متجوز بقالي 12 سنة… بحب مراتي، بس هي متعرفش.»
  2. 02«أنا مخونتهاش… أنا معملتش حاجة.» وعدم فعل أي شيء كان هو المشكلة.
  3. 03اعتراف بلا أعذار: «أنا خنتها لأني اخترت أخونها.»
The writing room / Selected hooks

Real excerpts showing tension, voice, reframing, accountability, and social insight. These are Arabic hooks — the opening seconds that decide whether someone keeps watching. English translations available on request.

01Courage hook · YouTube

«لو هتخافي اقفلي الفيديو ده دلوقتي… ولو عندك الشجاعة كمّلي. النهارده هنفتح كل صناديق الأسرار.»

الإنسان اللي جابلك تروما

02Emotional reframe · YouTube

«قعدت في علاقة سبع سنين، كنت فاكرة إنها علاقة حب… بس بعد ما خرجت منها اكتشفت إنها كانت علاقة كره للنفس.»

مكانتش علاقة حب

03Accountability · Original series

«أنا مخونتهاش… بس أنا برضه السبب إنها سابتني. أنا معملتش حاجة — ودي كانت المشكلة.»

رسايل من زمن الرجال

04Social insight · YouTube

«اتطلقت… مأجرمتش يعني. وكأنها خارجة من تحقيق ولازم تقدم حيثيات الحكم.»

الطلاق مش محاكمة

05صوت درامي · تم تصويره

«مبقاش بيتي… بطلوا يحكولي حاجة، مش عشان مفيش كلام، لكن عشان اتعودوا إني مبعرفش أسمعهم.»

البيت بقى أربع حيطان

06صوت إنساني · يوتيوب

«كنت فاكر إن كل الحاجات دي بتقول اللي أنا مبعرفش أقوله… بس واضح إنها مكانتش سامعة.»

12 سنة جواز ولسه أغراب

03 / Strategy in practice

Before the content,
there is a system.

I build detailed content calendars from research, market and competitor analysis, audience language, relevant topics, and a clear objective for every piece.

01

Research

Business, audience, category, and real customer questions.

02

Market analysis

Competitors, content gaps, patterns, and opportunities.

03

Language + TOV

The right voice, vocabulary, and level of explanation.

04

Calendar design

Topics, platforms, formats, objectives, references, and status.

Representative planning framework

A calendar with a reason behind every row.

A privacy-safe view based on a real working calendar. It tracks publishing dates, platforms, visual formats, objectives, references, tone of voice, copy, approvals, publishing, and results. Client information has been removed.

ObjectivePlatformFormatTopic directionTOV
AwarenessInstagram · LinkedInCarouselExplain a real audience problemClear · useful
EducationReels · TikTokShort videoSimplify a complex ideaHuman · direct
EngagementSocialStory / postStart a relevant conversationWarm · curious
11 planning fieldsMulti-platform Facebook · Instagram · LinkedIn · TikTokObjective-led Awareness · Engagement · ConversionExecution-ready References · TOV · Approval · Results
How a calendar actually works

From campaign idea to ready-to-publish Arabic copy.

Every row starts with an audience pain point and ends with copy ready to publish — through campaign idea, content objective, format, platform, and tone. This is what a calendar looks like when there is a reason behind every line.

Audience pain point→Campaign idea→Content objective→Arabic copy
Marketing strategy components framework
Strategy components
Marketing strategy framework sample
Strategic direction
Proposed content plan sample
Proposed content plan

Team project at an agency — my role: strategy and content planning. Client-identifying information removed.

04 / Services

Strategy first,
then the words.

Three ways to work together — for brands and creators who need a story, not just content.

01

Narrative Strategy

Market, competitor, and audience research turned into positioning, content pillars, channel roles, and a calendar with a reason behind every row.

02

Scriptwriting

Long-form YouTube scripts and short-form TikTok and Reels — built to open on a feeling and land on an idea. Arabic, English, and French.

03

Voice & Content Systems

Persona, tone of voice, and an editorial universe a brand or creator can keep producing from.

05 / My journey

Every chapter
shaped the next.

6+ years of learning by doing — across content, communities, GCC clients, business growth, global campaigns, and narrative strategy.

2019 — 2023Foundations

Adwatak · Amina2day · Excape

Research, structure, editorial discipline, SEO — and a close view of how audiences behave at scale.

May 2023 — Oct 2024Social Media Specialist

Proosites

Agency-side social media work for clients across sectors — including launching and running the Mezallah channel and page through its first year.

Oct 2024 — May 2025Account Manager · GCC Market

Media Station

Saudi clients, account ownership, team coordination, and deeper regional market understanding.

2024 — PresentFreelance · Content Strategy & Scriptwriting

Hope Giver · SARAY · Marwa Abdelwahab · Transcend

Working directly with clients across Egypt, Saudi Arabia, and Senegal — campaign strategy, narrative systems, and content in Arabic, English, and French.

Aug 2025 — PresentBusiness Support Manager

Profit & Grow

A sharper commercial mindset built around business models, profit, growth, and measurable outcomes.

From 2026Creative Direction & Production

AI Video Production

Expanding stories beyond the page through concepting, visual direction, and AI production.

TodayNarrative & Content Strategist Strategy · Storytelling · Scriptwriting · Creative Direction · AI Video Production

Discuss a project ↗
06 / About
Eman Abdelfattah

The story
behind the work.

I have been turning ideas into stories since I was a child — it is the one thing that never felt like work. Six years in, I have learned that the best content is not the cleverest one; it is the one that meets someone where they actually are.

Working directly with clients taught me the rest: listen closely, work fast, and never waste anyone’s time — including my own.

07 / In their words

What it is like
to work together.

«أنا مبسوطة من شغلك يا إيمان، ومرتاحة جداً معاكي. بحس إنك بتفهميني، وبتتقبلي أي تعديل، وبتنجحي إنك دايماً تعملي اللي محتاجاه من غير ما أتكلم. وبجد كل المحتوى وكل شغلك بيعجبني، وكل الأفكار اللي بتقدميها مفيدة وعملية.»
مروة عبدالوهابصانعة محتوى · يوتيوب وتيك توك
«على مستوى الـ Technical وخاصةً كـ Strategist، محدش يختلف عليكي: شاطرة وCreative، وبتاخدي وقتك في الـ Search وبتطلعي بشغل عظيم.»
Proositesوكالة تسويق رقمي · مصر
«إيمان أشطر حد يقدر يطلّع أفكار ويرتّب محتوى هادف يوصل للجمهور، وقدرت توصل بالإعلان لعدد كبير من الشريحة المستهدفة. كمان شاطرة في إدارة الصفحات الخاصة بالرعايات الخاصة بالبراند، بحيث يوصل بأعلى جودة من خلال الفيديوهات والريلز.»
إيمان سالممؤسِّسة Amina2day و Adwatak · الرئيسة التنفيذية لـ El Sokar Barra