LUBNA SALAM · INDEPENDENT STRATEGISTWorking across Iraq
and the region in Arabic and English.
I help brands clarify what they stand for, how they communicate and what idea should lead the work.
Selected workI work with brands and organizations on positioning, messaging, content systems and campaign development.
I’m a brand and creative strategist based in Baghdad. I work with brands and organisations across Iraq and the region. My role changes with the problem. I may help a team define its position, build the language and content system around it, or develop the idea behind a campaign and stay involved through execution. Over the past 7 years, I’ve worked across consumer brands, fintech, real estate, cultural initiatives and premium experiences. I work independently and with internal teams, agencies, designers and production partners.
See selected workMany brands are visible without being clearly understood.
I work on the positioning, language and campaign thinking that help people understand what makes a brand relevant.
01Account Management & Content Strategy - 1-year
02Shadow Marketing Strategy, 50M+ views, zero paid media
03Account Manager - 8.5M organic views
045 years · 6 channels · 5K → 100K+ · 3,700+ assets
Brands and organizations I’ve worked with across Iraq.
Depending on the problem, the work may begin with the brand, the language or the campaign.
The product may be strong, but the way people understand it is not. I help define what the brand stands for, who it needs to matter to and how it should position itself in the market. This can include audience definition, competitor review, positioning, value proposition, brand narrative and strategic recommendations.
For teams producing a lot of communication without a clear voice holding it together. I turn the strategy into a practical language system people can use across content, campaigns and everyday communication. This can include message architecture, tone of voice, key messages, content pillars, formats and editorial guidance.
For launches and turning points that need one strong idea, not a collection of disconnected executions. This can include audience insight, campaign strategy, the central creative concept, messaging, creative briefs, scripts and execution direction.
Copywriting, scripting, creative direction and production oversight can be included where the project requires them.
The scope changes from project to project, but the work usually moves through four stages.
I review the brand, market, audience, communication and business context to understand the real problem, not only the visible symptom.
I define the positioning, audience logic, central insight and messages that will guide the work.
I turn the strategy into something the team can use: messages, concepts, briefs, scripts, content direction and channel applications.
I work with the internal team, agency, designer or production partner to protect the idea as it moves into execution.
Strategy projects typically take 3-5 weeks. Every engagement is scoped around the actual problem.