SuperQi App Content Strategy
For one year, I led the content and creative account for SuperQi, holding the strategy, calendar and client relationship together across daily communication, product launches and major campaigns.
Role: Account Manager (Crazy Town Agency)
Client: Qi Group
SuperQi, one of Iraq’s largest digital-payment platforms, needed consistent creative leadership across a busy content calendar and a campaign programme designed to make digital payments feel like the default, not the alternative.
Managed the client relationship: presenting work, handling revisions and protecting the strategic thread through internal changes. I also oversaw a high volume of in-app creative requests.
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.
Developed strategic foundations for the Cashless, Cross-Border, Merchant, and Card Acceptance campaigns. For Cashless, I translated everyday frustrations with cash into six behavioral and emotional territories, then briefed the creative team and contributed to the development of the TVC scripts and mini-series.
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.
Delivered high-volume in-app communication requests while maintaining message and visual consistency.
Across a year of launches, campaigns and daily content, the work stayed connected to one strategy, even as products and internal priorities changed.
