SuperQi App Content Strategy
Category
Account Management . Content Strategy . Agency
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1-year account management, content strategy, and creative direction for SuperQi, Iraq's largest digital payments platform. Oversaw the content system, ran the calendar, and managed creative campaigns from insight to approval..
Role: Account Manager (Crazy Town Agency)
Client: Qi Group
SuperQi, the digital arm of Iraq's largest payments platform, needed steady creative leadership across a full content calendar and a campaign push to reposition digital payments as the default, not the alternative. My job wasn't to hand over concepts and walk away. It was to hold the strategy, the calendar, and the client relationship steady for a full year.
Built the content strategy and calendar, daily posts, feature launches, seasonal pushes (Ramadan, Eid, giveaways, product features like Send-a-Gift).
Led creative direction across every deliverable: tone of voice, visual system consistency, script quality, brief clarity.
Built the Cashless, Cross-boarder, Merchants, and Accept All Cards campaigns strategy from a briefing the creative team with behavioral insight, six emotional dimensions of cash pain, each with its own script. Sat on all reviews, translated the strategy into a mini-series and a set of TVC scripts with the creative team.
Managed the client side: presenting work, absorbing revisions, protecting the strategic thread when internal shifts pulled at it, also delivered the in-app creative content heavy requests.
What Got Made
Full 12-month content calendar delivered and produced.
Download SuperQi mini-series produced end-to-end under my direction.
Cashless TVC produced.
In-app content was delivered perfectly.
What the year proved was different: that a large, complex account can be held to a consistent strategic and creative standard.