Alaa Abi Ali

The portfolio contains a list of works in the digital marketing field covering:

• SEO / SEM / SMM
• Web design and optimization
• Mobile marketing
• Branding
• Copywriting
• Content management, creation, and strategy
• Marketing communications, PR
• Influencer marketing
• Account management
• Supply-chain management, leadership, and negotiation
• Project management
• eCommerce
• Digital sales and remarketing
• Advertising
• Performance management and analytics
• Programmatic marketing
• Team training, product briefing, and team management
• Market research and social listening
• Integrated omnichannel campaign management
• Budget planning, optimization, and reporting

Region: USA, MENA, GCC

Women contribute immensely in every field of today's world; science, technology, engineering, and mathematics (STEM) is no exception.

As published by the Times Higher Education and the UAE's The National, 'the number of female students in the country enrolling in STEM subjects is far higher than in many other countries, such as the UK, Canada, Germany, and France. The study found 77% of students taking computer science classes in the UAE are female–ranking well above 19.8% in Canada, 17.9% in France, and 17.1% in the UK'.

IBM's Middle East and Pakistan HR leader and a team of volunteers from various designations came together to address the challenge of the scarcity of women, specifically Emirati women, not just in careers of STEM, but in multinational organizations under STEM roles. We set the call to action throughout our design thinking workshops and got to work, planning a hackathon allowing university students across the UAE to address the issues via IBM technologies.

Designed post content, researched trending topics across brand requirements, and wrote relevant post captions for every design and topic in English, Arabic, and White Khaleeji.

To create Spotify's content, I had to identify the relevant topics and analyze my resources to generate valid information.

Given three brand tones to fulfill, I appropriated my copy's tone to cohere with Spotify's regional style guide. I ensured the editorial content was punctuated, stylized, and phrased correctly.

Project criteria:
• Artist remembrance posts
• Conversation starters
• Artist quote cards
• Weekly playlist (2019 trends)
• Local playlists (2019 trends-GCC/MENA)

A social media calendar was developed to help allocate our brand and team assets—both human and digital—effectively. We attempted to include our region's national holidays and annual days alongside trendy international days. This included conducting market research, hiring influencers from the region, and creating market-specific media productions to try and develop more engagement.

Some of the key topics highlighted:
• Family
• Organic lifestyles
• Social responsibility, e.g., female empowerment
• Education
• Entertainment (music, TV, movies, games)
• Sports and activities
• Traveling
• National days: regional achievements and cultural and religious traditions