Creative & Strategy Lead
Creative
& Strategy Lead
Creative
& Strategy
Lead
Hey,
I'm Lubna.
Hey, I'm Lubna.
Copywriter and Creative Strategist in Baghdad. I work with founders and marketing teams across Iraq and the Arab market.
Copywriter and Creative Strategist in Baghdad. I work with founders and marketing teams across Iraq and the Arab market.
+7 years across foundations, agencies, and startups. I've built content systems from scratch, led campaigns for international luxury brands, and written copy in Arabic and English.
+7 years across foundations, agencies, and startups. I've built content systems from scratch, led campaigns for international luxury brands, and written copy in Arabic and English.
Services
SIX AREAS OF WORK
Services
SIX AREAS OF WORK
Brand Strategy
Brand Strategy
What it is: Positioning, market and competitor audit, audience research, brand narrative.
What you get: Strategy document, competitive audit, positioning statement, brand narrative.
What it is: Positioning, market and competitor audit, audience research, brand narrative.
What you get: Strategy document, competitive audit, positioning statement, brand narrative.
Brand Voice & Messaging
Brand Voice & Messaging
What it is: Tone of voice, vocabulary, message hierarchy, examples across channels.
What you get: Brand voice guide (Arabic + English), message pillars, sample copy across formats.
What it is: Tone of voice, vocabulary, message hierarchy, examples across channels.
What you get: Brand voice guide (Arabic + English), message pillars, sample copy across formats.
Content Strategy
Content Strategy
What it is: Content system for 6+ months: pillars, formats, platforms, cadence.
What you get: Content strategy document, editorial calendar template, briefs for first 30 days.
What it is: Content system for 6+ months: pillars, formats, platforms, cadence.
What you get: Content strategy document, editorial calendar template, briefs for first 30 days.
Creative Campaign
Creative Campaign
What it is: Concept, angle, campaign line, creative brief a director or designer can produce from.
What you get: Campaign concept document, script(s), creative brief, key messaging.
What it is: Concept, angle, campaign line, creative brief a director or designer can produce from.
What you get: Campaign concept document, script(s), creative brief, key messaging.
Copywriting
Copywriting
What it is: Ads, scripts, captions, headlines, websites. Arabic and English.
What you get: Delivered copy per project scope.
What it is: Ads, scripts, captions, headlines, websites. Arabic and English.
What you get: Delivered copy per project scope.
Video Concept, Script & Direction
Concept, Script & Direction
What it is: From blank page to camera-ready. Concept, script, on-set direction if needed.
What you get: Concept document, full script, shot list. On-set direction billed separately.
What it is: From blank page to camera-ready. Concept, script, on-set direction if needed.
What you get: Concept document, full script, shot list. On-set direction billed separately.
Brands I've worked with
Brands I've
worked with
Brands I've
worked with
How I Work
Every engagement moves through the same four phases. Timelines depend on scope, but the order and outputs are fixed.
How I Work
Every engagement moves through the same four phases. Timelines depend on scope, but the order and outputs are fixed.
01
Discovery
Duration: 1–2 weeks
Included: Kickoff meeting, brand audit, competitor review, audience research, up to 3 stakeholder interviews
Output: Audit summary + working brief
Revisions: 1 round of feedback on findings
Not included: Consumer research fieldwork, paid data reports
Duration: 1–2 weeks
Included: Kickoff meeting, brand audit, competitor review, audience research, up to 3 stakeholder interviews
Output: Audit summary + working brief
Revisions: 1 round of feedback on findings
Not included: Consumer research fieldwork, paid data reports
02
Strategy
Duration: 2-3 weeks
Included: Positioning, audience segments, key messages, tone of voice, competitive framing
Output: Strategy document + brand voice guide (Arabic + English)
Revisions: 2 rounds
Not included: Visual identity, logo design, naming
03
03
Execution
Duration: 2 weeks (scope-dependent)
Included: Copy, content, or campaign concept, Arabic, English, or both. Adapted per channel.
Output: Final copy, scripts, or campaign brief with creative direction
Revisions: 2 rounds per asset
Not included: Photography, videography, production, media buying
Duration: 2 weeks (scope-dependent)
Included: Copy, content, or campaign concept, Arabic, English, or both. Adapted per channel.
Output: Final copy, scripts, or campaign brief with creative direction
Revisions: 2 rounds per asset
Not included: Photography, videography, production, media buying
04
Handover
Duration: 1 week
Included: Final files, briefs for internal team or external agencies, guidelines for ongoing use
Output: Handover pack + 30-day support window
Revisions: 1 final round
Not included: Ongoing content management, monthly retainer
Duration: 1 week
Included: Final files, briefs for internal team or external agencies, guidelines for ongoing use
Output: Handover pack + 30-day support window
Revisions: 1 final round
Not included: Ongoing content management, monthly retainer
01
Discovery
Duration: 1–2 weeks
Included: Kickoff meeting, brand audit, competitor review, audience research, up to 3 stakeholder interviews
Output: Audit summary + working brief
Revisions: 1 round of feedback on findings
Not included: Consumer research fieldwork, paid data reports
02
Strategy
Duration: 2-3 weeks
Included: Positioning, audience segments, key messages, tone of voice, competitive framing
Output: Strategy document + brand voice guide (Arabic + English)
Revisions: 2 rounds
Not included: Visual identity, logo design, naming
03
Execution
Duration: 2 weeks (scope-dependent)
Included: Copy, content, or campaign concept, Arabic, English, or both. Adapted per channel.
Output: Final copy, scripts, or campaign brief with creative direction
Revisions: 2 rounds per asset
Not included: Photography, videography, production, media buying
04
Handover
Duration: 1 week
Included: Final files, briefs for internal team or external agencies, guidelines for ongoing use
Output: Handover pack + 30-day support window
Revisions: 1 final round
Not included: Ongoing content management, monthly retainer