AI Writing & Marketing
I build AI-assisted copy systems that scale content without losing the human voice. Strategy, science and sharp writing keep every word on-brand and persuasive.
Byanat, AI & data analytics (Oman)
An Omani AI and data-analytics company that uses machine learning to make infrastructure management predictive instead of reactive.
My role
Wrote the messaging for Byanat, an Omani AI and data-analytics company whose platform used machine learning and predictive analytics to help manage smart-city infrastructure. Long before AI writing tools existed, my job was to make AI itself understandable to the people deciding whether to buy it.
What I did
Translating the Technology
Worked with the marketing and product managers to understand how the platform collected, analysed and predicted, then rewrote those capabilities as outcomes decision-makers care about: fewer failures, lower costs and faster responses.
Web Copy & Executive Pitch Decks
Wrote website pages and pitch-deck narratives that led with the problem, showed how predictive analytics solved it, and kept every technical claim accurate by checking it with the product team.
Voice & Tone Guidelines
Created voice-and-tone guidelines so Byanat sounded authoritative but accessible, forward-looking but grounded in evidence, wherever it appeared.
The result
Byanat gained clear, consistent messaging that positioned it as an authority in big data and predictive analytics for smart cities. It also gave me an early grounding in explaining how intelligent systems work, long before I began training them.
KilgourMD, dermatologist-led hair care
A hair-care brand founded by a board-certified dermatologist, offering minoxidil-free serums built on peptides and botanicals for women experiencing thinning.
My role
Led AI-assisted copywriting for KilgourMD, a hair-care brand founded by a board-certified dermatologist, writing the email sequences, landing pages and direct-response campaigns for its hair-enhancement serums. The emails and landing pages lifted conversions by 38%.
What I did
Science into Plain Language
Used AI-assisted research to summarize dermatological studies and ingredient science, then rewrote the findings in clear, reassuring terms and fact-checked every claim against its source.
Campaigns Across the Customer Journey
Built email sequences, landing pages, product descriptions, paid-social, video and advertorial copy that took readers from first worry to confident purchase, each stage answering the doubts customers actually had.
AI-Assisted Messaging & Headline Testing
Created AI-supported messaging frameworks that sped up launch copy, and generated wide sets of headlines and subject lines with AI, then chose and refined the strongest by hand.
The result
The AI-assisted email sequences and landing pages increased conversions by 38%, and the messaging frameworks shortened the time from brief to launch. Throughout, the brand voice stayed credible, compliant and human.
Unilever, SheaMoisture
A Unilever brand built on a family legacy of shea butter, known for products made for textured hair and skin.
My role
Wrote ad copy and product descriptions for SheaMoisture’s deodorants and hair-care products at Unilever, creating distinct voices for its men’s and women’s lines and using early AI writing tools to speed up first drafts and generate messaging options for consumer testing.
What I did
Distinct Voices, One Brand
Developed separate voices for the men’s and women’s products that still felt unmistakably SheaMoisture, grounded in the ingredients and heritage customers trust.
AI-Assisted Drafting
Used early AI writing tools to speed up first drafts of ad copy and product descriptions, then refined every line by hand for nuance, accuracy and originality.
Messaging Variations for Testing
Generated a wide range of messaging variations for consumer testing, then shortlisted and polished the strongest for tone, clarity and cultural fit.
The result
The work gave each product line a clear, authentic voice and gave the team more tested messaging options in less time, an early example of using AI to widen creative exploration while keeping human judgment in charge.