IDEAS ARE EASY.MAKING THEM WORKIS THE JOB.
I work across brand strategy, campaigns, content, digital and creative direction — turning research, ideas and occasionally chaotic briefs into work that knows what it's doing.
Think · Make · MoveContext
A little context.
Give me a brief, a business problem, a new market or an idea that isn't quite there yet. I'll research it. Question it. Pull it apart. Find the angle. Then I'll turn it into something people can actually see, understand, use or remember.
From major UAE property campaigns to hospitality, digital communities, branding, social strategy and everything in between — I've spent my career moving between thinking and making.
Work
The idea is only the start.
Here's what happened after.
01
Zoya Developers
Brand Strategy · Positioning · Project Communication
Building clearer positioning for the developer, then translating that thinking into individual property brands and their communication systems.
View Case Study02
Native Haus
Positioning · Brand · Digital · Sales
Turning a residential development into a story about the life people imagine having there.
View Case Study03
Reverts.io Rebrand
Digital · Community · Systems
Rebuilding the identity, communication and digital experience of an international community — and improving the systems behind it.
View Case Study04
Yieldhaus · Buddha-Bar
Brand · Positioning · Hospitality
Exploring the next expression of an established hospitality identity — without losing what made it recognisable.
View Case Study05
Foster
Social Strategy · Market Research · Creative Direction
A social strategy built from market understanding, positioning and a clearer content system — not just a prettier feed.
View Case Study06
Strategy Work
Pitch Strategy · Research · Creative Direction
A new-business pitch built around the problem, the opportunity and the strategic idea.
View Case StudyClient / Brand Wall
Some names you may recognise.
About
Hey! I'm Rabbia.
Creative strategist. Brand thinker. Writer. Published author. Professional question-asker.
Writing came first. Marketing came later. Somewhere between the two, I learned that good communication isn't about saying more. It's about knowing what matters.
I like figuring things out.
Give me a complicated brief, a new market, a half-formed idea or a project that needs someone to connect the dots. I'll ask questions. I'll research. I'll challenge the obvious answer. And then I'll turn the thinking into something people can actually see, understand or remember.
I don't really do “just one thing.”
I've worked across brand strategy, research, positioning, campaigns, content, digital, websites, sales communication, social media and creative leadership. I've written the words. Built the strategy. Shaped the deck. Briefed the creative. Led the team. Managed the moving parts. Sometimes, all on the same project.
That's not lack of focus. That's range.
Curious by default. Particular about words. Very interested in why things work.
My Way
How I work.
Think
Research. Insight. Positioning. Strategy.
Make
Ideas. Narrative. Content. Creative.
Move
Execution. Launches. Teams. Digital.
Sometimes I do one. Usually I end up doing several.
What I Can Do
What I can do.
Brand
- Brand strategy
- Positioning
- Research
- Messaging
- Brand narrative
Campaigns
- Campaign strategy
- Launch concepts
- Campaign architecture
- Creative direction
Content
- Content strategy
- Copywriting
- Websites
- Social
- Scripts
- Presentations
Digital
- Websites
- Landing pages
- Performance campaigns
- Meta Ads
- Google Search
- Digital communication
Leadership
- Creative teams
- Content teams
- Project management
- Client communication
- Account coordination
Experience
Where I've been.
2025 – Present
Creative & Brand Strategist — Mint&Co
UAE
Developing brand positioning, campaign strategy, and end-to-end communication systems for new and existing UAE property developments.
2026 – Present
Creative & Content Lead — Social.t
UAE & International
Leading the creative and content function across client accounts — from narrative direction to final deliverables.
2025 – Present
Community Growth & Media Strategy Lead — Reverts.io
International Digital Community
Grew event participation 60% and cut response delays 30% through restructured promotional strategy and workflow automation.
2024 – 2025
Brand & Campaign Content Strategist — PIXL Group
Dubai, UAE
Produced sales, campaign, and launch content for major UAE real estate and hospitality brands including Emaar, Sobha Realty, and DAMAC.
2022 – 2024
Marketing Strategist — Stargen Inc.
Informed positioning through competitive research and contributed to go-to-market planning for product launches, including Zapp GG.
2020 – 2022
Client & Operations Coordinator — Hostollo
Managed client relationships and cross-functional coordination, improving project turnaround time by 10%.
Credentials
Certifications & Tools
Certifications
Digital Marketing & E-Commerce
Google Career Certificate
Inbound Marketing Certification
HubSpot
Social Media Marketing & Paid Ads
Udemy
Tools & Platforms
The Word
The word is out.
“If I could put it in a couple of phrases, I'd classify Rabbia as a 'Quick Learner'. But that doesn't do justice to what she is beyond that. Not only is she obnoxiously creative, loves to get her hands dirty in research, and has a healthy OCD, but also she's super quick in her tasks and thinking on her feet. Anyone who gets to work with her would be gaining an absolute overall marketing rockstar, a swiss-army-knife folded into a sucker punch that just makes it tick. I would recommend her for any and every creative role there is!”
“I have always loved working with Rabbia and seeing the thought, creativity, and energy she brought to the team every day. She has a unique way of connecting ideas, insights, and storytelling to create work that truly stands out. More than her strategic and creative skills, what I appreciated most was how collaborative, thoughtful, and supportive she was as a teammate. It was a pleasure being on the same team and learning from the way she approached challenges, shaped ideas, and brought people together.”
Resume
Need the receipts? They're here.
5+ years of strategy, creative, marketing and making things happen.
Download ResumeOff The Field
What I make when nobody gives me a brief.
A little writing. A little visual storytelling. A lot of curiosity.
@whenrubewritesLet's Talk
Got a good brief?
Got a messy one? Even better. A brand that needs direction. A campaign that needs an idea. A website that needs to make sense. A team that needs someone to connect the dots. Or a problem nobody has figured out yet.
Email Me