§ 01 · Beirut, Lebanon · Available immediately

Rayane Hammoud

Account Manager, marketing communication and social — 15–18 client brands in parallel across eight markets in the Gulf, the Levant and East Africa.

Beirut 5 years Arabic · English · French Social media strategist · content creator

Based in Beirut, Lebanon · full right to work in Lebanon, no relocation or visa sponsorship required · available to start immediately · available to travel across the Middle East and Africa based on business needs.

See the work Download CV · PDF 293 KB

Rayane Hammoud, marketing communication account manager, standing still and smiling in a motion-blurred city crowd at golden hour. — “In a crowded digital world, let’s make your brand stand out.”

§ 02 · Scale

What the portfolio actually is.

15–18 Client brands, in parallel Not sequentially. The number moves as accounts start and finish, which is why it is a range.

8 Markets Lebanon, UAE, Qatar, Saudi Arabia, Iraq, Tanzania, Kenya, Uganda.

8 Sectors Healthcare, industrial B2B, automotive, real estate, hospitality, F&B, beauty and lifestyle, professional education.

3 Promotions in four years Community Manager to Account Manager, Aug 2021 to Jan 2024. All of it delivered remotely from Beirut for a Dubai agency.

5+ Years in marketing After five years as a bank teller at Fransabank. The discipline came first; the creative work came second.

The Gulf and the Levant

LebanonAzoury IVF Clinic

IraqAzoury IVF Clinic — patient audience

UAEFG Wilson (Engineering) FZE · Roof Set Go · Atelier 10

QatarLaurus Technologies

Saudi ArabiaNofa Riyadh · The Dance Studio · Cool Inc. concepts

Wider GCCGenesis · IMA Middle East

East Africa

TanzaniaTamgo Tanzania

KenyaBlackwood Hodge

UgandaBlackwood Hodge

Coordinated fromThe Tamgo Group hub in Dubai — four operating companies, one calendar.

§ 03 · Clients

The brands behind the number.

Brands worked on at Reelly, a social and digital agency in Dubai, from 2021 to the present. This is agency-side client work, not my own client roster. Cool Inc. is a single client with eighteen restaurant concepts under it, and the restaurant names on this wall all sit inside it.

Shown in greyscale on purpose. A wall of twenty-odd logos in their own competing brand colours reads as decoration; flattened to one tone it reads as a list, and the eye goes to the names rather than the palettes.

Healthcare

Azoury IVF Clinic

Industrial B2B

FG Wilson (Engineering) FZE · Tamgo Tanzania · Laurus Technologies · Blackwood Hodge

Automotive

Genesis

Real estate

Roof Set Go

Hospitality

Nofa Riyadh, a Radisson Collection Resort · Jeddah Yacht Club & Marina · VIA Riyadh

Food & beverage — Cool Inc., 18 concepts

Spago by Wolfgang Puck · Over Under · Ferdi · Madeo · Les Deux Magots · Mashi No Mashi · Scott’s · Gymkhana · Spacca · Clap · Manuh Cigar Lounge

Beauty & lifestyle

Atelier 10 · The Dance Studio

Professional education

IMA Middle East — Institute of Management Accountants

§ 04 · Range

“I can jump from IVF to luxury cars to industrial generators without missing a beat.”

Three accounts, one person. Nothing about them is the same — audience, language, register, or what a good result even looks like.

Arabic Instagram carousel for Azoury IVF Clinic shown on a phone with the carousel frames fanned behind it. — **Fertility education, in Arabic — healthcare, Lebanon & Iraq**The Arabic is written first and the layout built around it, because patients read about their own treatment in their own language or they do not read about it at all.

Luxury vehicle launches — automotive, GCCEvery launch post stays inside the marque’s own global art direction. A regional layer on a luxury car brand is what makes the account look like a dealer instead of the marque.

Co-branded feed post for FG Wilson (Engineering) FZE reading 'powered by Reliability' over a generator set. — **Generator sets, channel-ready — industrial B2B, five markets**One slot in the template takes one word. That is what lets four companies in five countries publish independently and still read as one group.

§ 05 · Work

Nine accounts, in order of what they prove.

All work shown was produced at Reelly, Dubai, for the named clients. The screens are presentation mock-ups of content published on those brands’ own live channels. No client budgets, contracts or unpublished work appear anywhere on this page.

01 Fertility, in Arabic, briefed with the treating physicians Healthcare · Lebanon & Iraq 47.2K Facebook engagements and 2.3K Instagram saves, up 271%, in eight months — on 3.2M Instagram and 5.7M Facebook reach. The one account with published analytics.
02 Four operating companies, five countries, one co-branded template system Industrial B2B · UAE, Qatar, Tanzania, Kenya, Uganda Channel and partner marketing across the four operating companies of a multi-country distribution group — FG Wilson (Engineering) FZE, Laurus Technologies, Tamgo Tanzania and Blackwood Hodge — coordinated through its Dubai hub.
03 Making the market data the product, and letting the listings follow Real estate · UAE A recurring yield and transaction series as the backbone of the account, plus launch communication for three named developments.
04 Eighteen restaurant concepts, eighteen voices, one calendar F&B · Saudi Arabia Spago and Over Under cannot sound alike. Both written by one person, on one calendar and one approval cycle.
05 Two globally governed brands on one asset, and neither guideline bends Professional education · Middle East CMA credential campaigns and a speaker series co-branded with Deloitte, held inside the global IMA identity.
06 A global luxury marque, GCC launches, and a register that had to hold in two languages Automotive · GCC Launch communication run end to end inside the marque’s existing art direction, with the Arabic written rather than translated.
07 A resort feed built around the wildlife, not the rooms Hospitality · Saudi Arabia The one thing a Riyadh city hotel cannot copy, made the spine of the story series.
08 A story format a salon can run every week without a new idea every week Beauty & lifestyle · UAE Three named series — men’s grooming, nail education, office-sharp — on one template, plus a planned feed grid.
09 Two jobs from one feed: show the room, then get someone to the booking screen Beauty & lifestyle · Saudi Arabia Class films for the room, and an app campaign built on the five class names people already search for.

Nine of eighteen accounts shown. Further detail and reporting available on request.

01 · Azoury IVF Clinic · Healthcare — fertility · Lebanon & Iraq

Fertility, in Arabic, briefed with the treating physicians before a word is written.

Azoury IVF Clinic treats patients in Lebanon and Iraq, and most of that audience reads Arabic. Fertility is a subject people research privately and ask about carefully, so the account had to make complex clinical topics understandable without ever overstating what treatment can do.

Client: Azoury IVF Clinic
Sector: Healthcare — fertility
Markets: Lebanon · Iraq
Period: Reported period 1 January – 6 September 2026
My role: Account Manager
What I owned: Content strategy, the editorial calendar, the Arabic and English copy, the physician briefings, and the reporting
Team context: An agency account at Reelly, Dubai. Design and production ran through the studio team; I owned the direction, the writing and the client relationship
Languages: Arabic and English. I write the Arabic — it is not translated from an English draft
Channels: Instagram feed, carousels, Reels and Stories · Facebook · printed patient collateral
Reporting: Iconosquare, 1 January – 6 September 2026, against the preceding equivalent period

Brief

Educational content, awareness, patient-focused communication, doctor-led — the clinic’s own terms. The audience is people making a private decision under time pressure, and the category is regulated. A wrong claim in fertility is a compliance problem, not an engagement problem.

Decision

Build the calendar around the questions patients actually ask, not the services the clinic sells — what egg freezing costs in time, what happens in the lab, what one cycle involves. Then split the formats by intent rather than by convenience.

What shipped

Every clinical topic briefed directly with the treating physicians before writing, so the medical substance comes from them and the language comes from me. I write and produce the content; I do not perform the medical review.
The Arabic written, not translated. Modern Standard Arabic where the content is clinical, and a plainer conversational register where the post is speaking to a patient rather than explaining a procedure.
Carousels to walk a patient through a process step by step, Reels to reach people who were never going to search the topic, Stories to answer what came back.
The same education put into print, so it exists as something handed across a desk in a consulting room and not only as something found on a phone.

Result

Iconosquare, 1 January – 6 September 2026, against the preceding equivalent period. Every figure below is the clinic’s account performance, not mine.

The honest read on this account is that saves, comments and story replies are the patient-intent signals. Reach is the bigger number and the softer one, so it sits underneath them.

What the eight months produced

Counted engagement — what people did

47.2KFacebook post engagements+67.62% · absolute count

2.3KSaves+271.38% · the strongest patient-intent signal in the set

2.9KComments+213.14% · averaging 21.8 per post

10.3KReel shares+166.56% · 15K Reel reactions on Facebook, +135.52%

30.2KLikes received+109.58%

426Replies to Stories+54.35% · from 764 Stories posted, +49.51%

Volume — what was published

133 postsInstagram feed posts in eight months+114.52%

91 ReelsReels produced on Instagram+89.58% · plus 67 on Facebook, +21.82%

764 StoriesStories posted, 3.1 a day+49.51%

Scale — how far it travelled

5.7MFacebook reach+1,060% · from 7.6M views, +759.72%

3.2MInstagram reach, estimated by platform+514.03% · Iconosquare flags this figure as estimated data

3.5MInstagram views+174.63% · 3M of them on Reels, +170.26%

1.5M viewsBest-performing single post6.3K likes, 1.2K comments

103.9KAccount followers+91.6K over the period

52.7% / 47.3%Women / men in the audiencePatient audience concentrated in Iraq and Lebanon

Instagram carousel post for Azoury IVF Clinic shown on a phone, with the carousel frames fanned out behind it, Arabic copy, Lebanon and Iraq. — A carousel rather than a single post, because a treatment cycle has steps and a patient should be able to move through them at their own pace. The Arabic was written first and the layout built around it, so each headline breaks where the sentence breaks instead of where an English grid wanted it to.

Portrait Instagram feed post creative in Arabic for Azoury IVF Clinic, fertility education, Lebanon and Iraq. — One post, one question. The topics were split so each creative answers a single patient question end to end — a post that tries to summarise a whole treatment gives the reader nothing worth saving, and saves are what I was reporting on.

Second portrait Instagram feed post creative in Arabic for Azoury IVF Clinic, patient-education series, Lebanon and Iraq. — Every clinical line here was briefed with the treating physician before I wrote it. The copy stays inside what the doctor will stand behind, and the warmth is carried by the framing and the design instead.

Three phones side by side showing three Azoury IVF Clinic Reel covers in Arabic, with money, house and laboratory imagery. — Reels carry the topics nobody types into a search bar. Each cover leads with an everyday object — money, a home, a lab bench — so the subject is legible mid-scroll without a clinical word sitting on a thumbnail that a shared phone might show.

Printed Arabic accordion brochure for Azoury IVF Clinic, unfolded flat with its cover beside it, Lebanon and Iraq. — The same education, printed. A fertility clinic’s audience includes people who will not search a sensitive topic on a phone, so the content had to exist as something handed across a desk — an accordion fold, opened one panel at a time in roughly the order a consultation runs.

02 · Tamgo Group · Industrial B2B · UAE, Qatar, Tanzania, Kenya, Uganda

Four operating companies, five countries, two principal brands — and one co-branded template system holding them together.

Tamgo Group sells generator sets, power, water and solar solutions through four operating companies. Each one carries a principal brand with its own guidelines, and each one talks to a different market. The work had to make the group recognisable across five countries without erasing the local company a customer actually buys from.

Client: Tamgo Group — FG Wilson (Engineering) FZE, Dubai · Laurus Technologies, Doha · Tamgo Tanzania · Blackwood Hodge, Kenya and Uganda
Sector: Industrial B2B distribution — power, water and solar solutions
Markets: UAE · Qatar · Tanzania · Kenya · Uganda
Period: 2024 – present
My role: Account Manager
What I owned: The briefs, key messages and scripts; the calendar across all four companies; the client relationship through the group’s Dubai hub
Team context: The co-branded template system was co-developed with the agency’s creative lead. Design and production ran through the studio team; I owned direction, copy and coordination
Languages: English
Channels: Instagram feed systems for three operating companies · distributor-facing B2B content · product value-proposition video
Reporting: — No performance data for this account is mine to publish

Brief

A multi-country distribution group representing global manufacturers, FG Wilson among them, needed its local operating companies to look like one group without looking like one company. The group coordinates from Dubai; the customer buys from Doha, or Dar es Salaam, or Kampala.

Decision

Put the brand governance in a system rather than in a review meeting. A template that pairs each local company with its principal brand can be handed to four teams in five countries and still hold, which a set of guidelines circulated by email cannot.

What shipped

A co-branded template system, co-developed and rolled out across all five markets, pairing each operating company with its principal brand.
Local variation kept deliberate: each company holds its own colour and its own product mix inside the shared grid, so a Doha buyer sees a Doha supplier and the group still sees one brand.
Technical product information — generator sets, power, water, solar — translated into channel-ready content a distributor audience can actually use, including product value-proposition video.
Briefs, key messages and scripts written so design and production could execute without rework, on one calendar and one documented approval cycle.

Scope

Four operating companies, five countries, two principal brands, one template system, three co-branded feed systems running — @fgwilson.engineering, @laurustechnologiesllc and @tamgotanzania — plus product video. This is channel and partner marketing: co-branded asset systems, principal brand guidelines, distributor-facing content, multi-market brand governance. No performance data for this account is mine to publish.

Three companies, three markets, one structure. Read the grids left to right: the layout never changes, only the brand that leads it.

The Dubai company sells on FG Wilson’s reliability rather than its own name, so the principal brand’s blue owns the whole grid and the local entity signs it. That is the decision the template makes explicit — who leads, and who endorses.

Same template, Laurus green. Doha customers buy from a local supplier, so the colour and the name stay local while the layout stays group-standard. The variation is in the skin, never in the structure.

Tanzania carries the widest range — authentic parts, water solutions, power solutions, solar — so this grid was the stress test. The template had to hold five different subjects without reading as five different brands.

Portrait feed post for FG Wilson (Engineering) FZE, UAE: 'FG Wilson FZE powered by Reliability' with a generator set. — One fixed slot in the template takes a single word — here, Reliability. The word changes by market and by product; the structure never does, which is what lets four companies publish independently and still look like one group.

Portrait feed post for Laurus Technologies, Qatar: 'Fueled by Authentic Parts' in the co-branded green system. — Counterfeit parts are the live buying anxiety in this category, so authentic parts gets its own recurring post rather than a bullet inside a spec sheet. The message earns a slot because it answers the objection the distributor hears most.

Portrait feed post in the Tamgo Group co-branded template system, third variant in the same structure. — A third post in the same frame is the proof that this is a system and not a layout someone drew twice. The next product drops into it without a designer starting over, which is the only way five markets stay consistent.

Video, briefed the same way: open on the customer’s problem, and let the specification arrive after the reason to care.

Portrait video still for Tamgo Group: 'Your business is ALWAYS ON' over a generator running at night. — Opening on the customer’s downtime instead of the generator’s specification. Nobody buys kVA — they buy the shift that does not stop.

Portrait video still for FG Wilson: 'Why FG Wilson?' title over a dark blue technical grid, UAE. — A value-proposition video built as a sales answer, not an ad. “Why FG Wilson?” is the question the channel gets asked, so the channel needed something it could forward.

Portrait video still showing a Laurus Technologies technician in a hard hat working with a tablet, Qatar. — The service engineer on camera, because in this category the after-sale is the purchase. Parts and servicing are what the distributor is really selling.

03 · Roof Set Go · Real estate · United Arab Emirates

I made the market data the product — yields, transaction comparisons, off-plan rules — and let the listings follow.

Roof Set Go sells property in the UAE, on a feed where every other account is also selling property in the UAE. So the content had to do two jobs at once: carry launches for named developments, and give a buyer a reason to follow an account that is trying to sell them something.

Client: Roof Set Go
Sector: Real estate — off-plan and investment property
Markets: United Arab Emirates
Period: Within August 2021 – present at Reelly
My role: Account Manager
What I owned: The strategy, the content calendar, the copy, the briefs to design and production, and the client relationship through the approval cycle
Team context: An agency account at Reelly, Dubai. Design and production by the studio team
Languages: English, in the work shown here
Channels: Instagram carousels, Stories and feed posts · printed and presentation collateral
Reporting: — No performance data for this account is mine to publish on this account

Brief

Real estate campaigns, project launches and digital content across the UAE market, held to a polished and trustworthy brand presence. In a category where every competitor posts the same renders, trustworthy is the hard part.

Decision

Give the account a backbone that is not a listing. A recurring market-data series — net rental yields, apartments against villas, quarter-on-quarter transactions — gives the feed a reason to exist between launches, and gives a buyer a reason to follow before they are ready to buy.

What shipped

A recurring market-data series as the account’s spine, written to be checkable: real numbers, named communities, a stated period.
Launch communication owned end to end for three named developments — Pearls by Vision in Dubai Silicon Oasis, Marina Shores by Emaar, and Cove Edition 5 by Imtiaz.
Education kept separate from sales. Off-plan buying rules ran as their own format with no listing attached, for the buyer who was not ready yet.
The same system carried off-platform into printed and presentation collateral, so what a buyer read on Instagram matched what was handed to them in a meeting.

Scope

A UAE real estate account run on a repeating structure rather than a listing stream: a recurring market-data series, launch communication for three named developments, an off-plan education format, story-native yield breakdowns, and printed collateral in the same visual system. No performance data for this account is mine to publish., so there is none here.

Roof Set Go Instagram carousel mock-up, UAE — phone beside nine market-insight cards headed 'What's performing best in 2026?' — The recurring series that anchors the account. I made “what’s performing best” a scheduled slot rather than an occasional post, because a market carousel a buyer can bookmark keeps the account useful in the months when they are not buying anything.

Roof Set Go Instagram stories mock-up, UAE — 'April's Top 5 Net Rental Yields' with apartment and villa yield tables and a closing prompt about high-yield communities. — Yield tables moved into Stories because that is where a buyer will read a list on a phone without a swipe cost. The closing frame asks a question instead of pushing a listing, so the reply lands in the inbox as an enquiry rather than a lead form.

Roof Set Go feed post, UAE — 'Q1 2025 vs Q1 2024 sales transactions' data card shown on a phone. — I chose to publish a quarter-on-quarter transaction comparison instead of a listing that week. Trust in real estate is bought with data the buyer can check for themselves, and a comparison invites checking in a way a price tag never does.

Roof Set Go educational feed post, UAE — 'Do's and Don'ts of buying off-plan' shown on a phone. — A do’s and don’ts post with nothing for sale in it. Off-plan is where first-time buyers get burned, and answering that before asking for a booking is what earns the follow that pays off two launches later.

Three launches, one template. What changes between them is only which name is strong enough to lead the card.

Roof Set Go project launch card, UAE — Pearls by Vision in Dubai Silicon Oasis. — The location does the selling here — Dubai Silicon Oasis is bought for where it is, so the district name leads and the developer follows.

Roof Set Go project launch card, UAE — Marina Shores by Emaar. — With Emaar the hierarchy inverts: the developer’s name is the strongest thing on the card, so it carries the headline and the copy underneath stays short. Same template, different lead.

Roof Set Go project launch card, UAE — Cove Edition 5 by Imtiaz. — An edition number tells a buyer this developer has shipped before, so “Edition 5” stayed in the headline rather than being trimmed for tidiness.

Property is still closed in a room, so the same system had to exist as printed and presentation collateral. The layout and the data treatment stay identical across both, so a buyer who saw a yield card online recognises the page put in front of them in the meeting.

04 · Cool Inc. · Food & beverage · Saudi Arabia

Spago and Over Under can’t sound alike. I write both, on one calendar.

Cool Inc. is one client with eighteen restaurant concepts under it. Each has its own personality, its own audience and its own way of speaking, and all eighteen publish continuously. This was never mainly a design problem. It was a voice problem and a scheduling problem at the same time, and both had to be solved every week.

Client: Cool Inc. — eighteen restaurant concepts
Sector: Food & beverage
Markets: Saudi Arabia — every concept account shown here is a .sa handle
Period: Within August 2021 – present at Reelly
My role: Account Manager, and Senior Account Executive before that
What I owned: The register for each concept, the copy in English and Arabic, one publishing calendar across all eighteen, the briefs, and the approval cycle
Team context: Design and production executed by the studio team. I was the single point of contact between the client and them
Languages: English and Arabic
Channels: Instagram feed and Stories across eighteen concepts
Reporting: — No performance data for this account is mine to publish

Brief

Content across eighteen restaurant concepts, each with its own personality, audience and communication style. One client organisation, one review cycle, eighteen brands that must not blur into each other.

Decision

Set the register for each concept first, then write to it. Two concepts can share a calendar slot. They cannot share a sentence. Everything downstream — the brief, the shot list, the caption — follows from the register, which is why eighteen brands can run on one calendar without collapsing into one voice.

What shipped

A defined register per concept, then copy written to it. Ferdi’s “It’s not over till it’s over” and Spago’s restraint are the same hand, the same account and the same approval cycle.
All eighteen concepts held to one publishing calendar, so the client reviewed a month in one view instead of eighteen separate conversations.
Captions written in English and Arabic, switching register between concepts across one calendar.
Briefs written per concept — key messages, tone notes, direction — so design and production could execute without rework.

Scope

Eighteen concepts, each with its own register, run through one calendar and one approval cycle. Five are shown here, and the argument is in reading them next to each other: one account manager, five voices that do not overlap. This is the account that shows what “15–18 brands in parallel” costs in operating discipline rather than in taste.

Spago by Wolfgang Puck arrives with a name that already does the persuading, so I cut the copy back and let the plating carry the post. Restraint was the decision — more words would have argued a case that was already won.

Les Deux Magots trades on a room and a history, so I wrote it unhurried and in the present tense — the hour, the table, the coffee — instead of running offers. Discounting is the fastest way to make a heritage bistro sound like everywhere else.

Ferdi is the concept that talks back, so I wrote it conversational and in the second person — “It’s not over till it’s over. Who’s up for a Ferdi feast?” An invitation works here where an announcement would not.

For Madeo the caption names the dish rather than describing the mood. An Italian menu is chosen by ingredient, so the copy’s first job is to make the plate legible.

Over Under sits at the casual end of the group, so the copy stays spoken and short and the grid stays food-and-drink first. The concept people pick without planning it doesn’t need a paragraph to justify itself.

§ 05b · Five more accounts

Shorter write-ups, all the work.

Four full case studies and five short ones. What is shorter here is the writing, not the evidence — every account still shows everything I have. An account does not become a bigger account by being written about at greater length.

05 · IMA Middle East · Professional education · Middle East

Two globally governed brands on one asset, and neither guideline bends.

IMA Middle East is the regional arm of a global certification body. Every regional post had to sit inside the global identity, so nothing published here read as a local off-brand version of an international brand. I split the account into two registers: credential awareness for the CMA, and event communication for the speaker series.

Client: IMA Middle East — Institute of Management Accountants
Sector: Professional education — certification
Markets: Middle East, regional
Period: Within August 2021 – present at Reelly
My role: Account Manager
What I owned: The brief, the calendar and the copy, in two registers — credential awareness and event communication
Team context: An agency account at Reelly, Dubai. Design and production ran through the studio team
Languages: English
Channels: Instagram feed and Stories · co-branded event and campaign creative
Reporting: — No performance data for this account is mine to publish

Scope

A regional content set covering the CMA credential campaigns and the event programme, including the co-branded IMA × Deloitte sustainability speaker series and its September save-the-date.

Three phones showing co-branded IMA and Deloitte posts for the 'Sustainability Reporting in Middle East' speaker series, IMA Middle East, regional. — Both marks sit at equal weight and the panel subject leads the frame rather than either logo. A co-branded series only holds if neither partner looks like the guest.

Portrait feed post: 'Meeting the Moment — Sustainability, ESG and Finance' save-the-date for the 11 to 17 September event, IMA Middle East, regional. — Treated the save-the-date as a diary instruction rather than a teaser — theme, dates and the ask in one read, because finance professionals block calendars weeks ahead.

Portrait feed post: 'Take the next step — 40% off CMA entrance and IMA membership', IMA Middle East, regional. — The offer names exactly what it applies to — CMA entrance and IMA membership. A vague discount on a professional credential reads as a catch, so the scope sits on the creative itself.

Portrait feed post: 'Become a LEADER in BUSINESS' CMA campaign creative for IMA Middle East. — Led with where the qualification puts you rather than what it covers. Candidates commit to the CMA for the job title, not the syllabus.

Portrait Instagram story: 'Champions always prepare!' CMA study encouragement post for IMA Middle East. — Aimed at candidates mid-study, not at prospects. A certification body loses people during the exam period, so part of the calendar exists to hold the ones already enrolled.

06 · Genesis · Automotive · GCC markets

A global luxury marque, GCC launches, and a register that had to hold in two languages.

Vehicle launch communication run end to end across GCC markets — calendar, briefs, copy, approvals — with every post held inside the marque’s existing art direction rather than a regional look built on top of it. The vehicle captions were written in English and in Arabic.

Client: Genesis
Sector: Automotive — luxury marque
Markets: GCC markets
Period: Within August 2021 – present at Reelly
My role: Account Manager
What I owned: Launch communication end to end — the calendar, the briefs, the copy and the approvals
Team context: An agency account at Reelly, Dubai. Design and production ran through the studio team
Languages: English and Arabic
Channels: Instagram feed · vehicle launch content
Reporting: — No performance data for this account is mine to publish

Scope

Launch communication and content produced for GCC vehicle launches and published on the brand’s own channels, with the vehicle captions written in English and in Arabic.

The feed reads as one continuous sequence because every GCC launch post stayed inside the marque’s existing art direction rather than adding a regional layer on top. On a luxury car brand, local personalisation is what makes the account look like a dealer instead of the marque. The Arabic caption for the GV70 is reproduced in full in § 06.

07 · Nofa Riyadh, a Radisson Collection Resort · Hospitality · Saudi Arabia

I built the feed around the wildlife, not the rooms.

A Radisson Collection resort in Saudi Arabia, with wildlife on the property. The job was to sell a stay a city hotel cannot match, so the oryx, gazelle, giraffe and camel led — and the photography workshops became a reason to book rather than a footnote.

Client: Nofa Riyadh, a Radisson Collection Resort
Sector: Hospitality — luxury resort
Markets: Saudi Arabia
Period: Within August 2021 – present at Reelly
My role: Account Manager
What I owned: The story strategy, the copy and the briefs
Team context: An agency account at Reelly, Dubai. Photography and design ran through the studio team
Languages: English
Channels: Instagram Stories
Reporting: — No performance data for this account is mine to publish

Scope

A running story series built on the animals and the photography workshops, held to one refined register.

Five Instagram story frames for Nofa Riyadh, a Radisson Collection resort in Saudi Arabia, fanned in perspective: a camel, a gazelle, a giraffe silhouette, an oryx, and a photography workshop promotion. — The animals run as the spine of the story series instead of rooms and plated food, because the reserve is the one thing a Riyadh city hotel cannot copy. The photography workshop frames sit inside the same series, so the wildlife stops being scenery and becomes something a guest books a night to shoot.

08 · Atelier 10 · Beauty & lifestyle · United Arab Emirates

A story format the salon can run every week without a new idea every week.

A beauty and grooming salon talking to two audiences at once — hair and nails, men and women. I split it into three named story series on one template, so each week’s frames read as an episode of something running rather than a standalone promotion.

Client: Atelier 10
Sector: Beauty & lifestyle — salon and grooming
Markets: United Arab Emirates
Period: Within August 2021 – present at Reelly
My role: Account Manager
What I owned: The series design, the calendar, the copy and the approval cycle
Team context: An agency account at Reelly, Dubai. Design and production ran through the studio team
Languages: English
Channels: Instagram feed and Stories
Reporting: — No performance data for this account is mine to publish

Scope

Three named story series — men’s grooming, nail education, office-sharp — plus a planned feed grid, all running to one template.

The grid is planned as one composition rather than a queue, alternating hair and nail work. A first-time visitor decides from the first nine tiles, and those tiles had to show the full service range instead of whichever treatment happened to post last.

Five Instagram story frames fanned in perspective, Atelier 10 men's grooming series: 'Good grooming isn't optional' and 'A sharp cut and a clean beard'. — Men’s grooming got its own series and its own flat, declarative lines. A salon read visually as a women’s space needs a separate entry point for men, and a one-off post would not have built one.

Five fanned Instagram story frames showing the Atelier 10 salon experience series, UAE. — This series sells the visit, not the treatment — one frame per moment of the appointment. Beauty bookings turn on what the hour feels like, which a price and a service name never convey.

Five fanned Instagram story frames, Atelier 10 office-sharp grooming series including the line 'Sharper than your 9am'. — “Sharper than your 9am” attaches the cut to something already in the reader’s week. Tying grooming to the working week gives the booking a date instead of leaving it as a vague intention.

Five fanned Instagram story frames, Atelier 10 nail education series explaining classic manicure, gel polish and BIAB. — The nail menu runs as education — classic manicure, gel polish, BIAB — because the unexplained term is what stops the booking. The series answers the question first, and only then asks “are you booking next?”

09 · The Dance Studio · Beauty & lifestyle · Saudi Arabia

Two jobs from one feed: show the room, then get someone to the booking screen.

A Saudi dance studio taking bookings through its own app. I split the feed into two jobs — films that show the room, and cards that carry an offer or the booking step — and built the app campaign around the five class names people already search for rather than the word “dance”.

Client: The Dance Studio
Sector: Beauty & lifestyle — dance studio
Markets: Saudi Arabia
Period: Within August 2021 – present at Reelly
My role: Account Manager
What I owned: The brief, the calendar and the copy
Team context: An agency account at Reelly, Dubai. Film, editing and design ran through the studio team
Languages: English
Channels: Instagram feed and Stories · app and booking campaign
Reporting: — No performance data for this account is mine to publish

Scope

Class films, the ten-per-cent-off packages post, and an app campaign across five named classes — Hip Hop, Jazz Funk, Afro Fusion, KPop, Creative Dance — carrying one instruction: book, dance, repeat.

Film still from a class at The Dance Studio, Saudi Arabia — two dancers mid-movement in a mirrored studio. — The films were shot inside the studio rather than on a staged set. Someone deciding whether to walk in is really asking what the room, and the people already in it, look like.

Red-lit title card from a Dance Studio class film, Saudi Arabia, showing one dancer and the studio name. — The title card puts the studio name over a single dancer in the opening frame, so the film is identifiable as The Dance Studio’s own the moment it autoplays on mute in a feed.

Instagram post for The Dance Studio, Saudi Arabia, reading 'Enjoy 10% off on all packages' over dancers. — The offer gets a frame to itself — no class list, no schedule. A promotion that also tries to explain the programme stops working as a promotion.

App campaign creative for The Dance Studio, Saudi Arabia: 'The Dance Studio is just one click away', with a list of classes — Hip Hop, Jazz Funk, Afro Fusion, KPop and Creative Dance. — The five class names sit on the creative instead of the word “dance”. People look for the style they already want, and the class name is what makes the download feel like it is for them.

App campaign still for The Dance Studio, Saudi Arabia, showing the booking flow open on a laptop screen. — Showing the booking screen itself was the decision. The ask was a booking, so the creative had to show what the next tap actually looks like rather than describe it in copy.

App campaign cards for The Dance Studio, Saudi Arabia, reading 'Book, dance, repeat.' — “Book, dance, repeat.” is three words in the order the user does them — a line that doubles as the instruction, which is what a conversion brief needs the copy to be.

§ 06 · Writing

Beyond the visuals: five registers, two languages.

The picture is the part everyone looks at. The caption is the part I write. These are the same week’s work in five different voices — and where a brand needs Arabic, the Arabic is written, not translated.

Educational & informative

Azoury IVF Clinic · Healthcare · English and Arabic

Handwritten-note mock-up of the Azoury IVF Clinic egg-freezing caption, written out in full in English and again in Arabic. — The longest caption on this page, on the most sensitive subject on it. It states what biology does, refuses to promise an outcome, and closes by asking the reader to share it with someone who might need it — which is what makes a fertility post get saved rather than liked.

Premium & luxury

Genesis · Automotive · English and Arabic

Handwritten-note mock-up pinning the Genesis GV70 caption copy, written in both English and Arabic. — Three clauses, no adjectives doing decorative work, and a full stop where a lesser brand would put an exclamation mark. On a marque this established, restraint is the product.

Playful, conversational

Ferdi, Cool Inc. · F&B · English and Arabic

Handwritten-note mock-up of the Ferdi caption: 'It's not over till it's over. Who's up for a Ferdi feast?' with its Arabic counterpart. — Written to be tagged into, not read. The Arabic is colloquial rather than Modern Standard, because a Gulf audience does not invite a friend to dinner in formal Arabic.

Sales-driven

Roof Set Go · Real estate · English

Handwritten-note mock-up of a Roof Set Go apartment listing caption for Jumeirah Village Triangle, with price, size and building details. — Everything a buyer needs to disqualify the property is in the caption — price, size, floor, status, community. Making it easy to say no is what makes the enquiries that arrive worth answering.

Upbeat & engaging

The Dance Studio · Lifestyle · English

Handwritten-note mock-up of a Dance Studio class caption: 'Warning: you might leave this class a little obsessed', with class time and details. — Opens on a joke and closes on a time and a day. The energy is the hook, but the caption still has to do the boring job of telling somebody when to turn up.

And the reason it matters

Five brands, one portfolio

A register is a decision, not a mood. Choosing it is the first thing I do on a new account and the thing every brief afterwards is measured against — which is how eighteen restaurant concepts stay eighteen restaurants, and how a fertility clinic and a luxury car brand can share a calendar without sharing a sentence.

§ 06b · Arabic

I write the Arabic to register, not to the dictionary.

Arabic is my first language and I write in it professionally, alongside English and French. Across the portfolio that means brand copy in Arabic for automotive, food and beverage, healthcare and industrial clients, each matched to its own register.

The two captions below are real published work, and between them they show the two things Arabic copy has to do. The Genesis line carries a global brand’s register across intact, because a luxury marque sounds wrong the moment its Arabic gets eager. The Ferdi line does not carry across at all: the English asks the reader a question, the Arabic tells them to tag the friend who orders the whole menu, because that is how a restaurant post travels here. Knowing which of the two a brief needs is the job.

Modern Standard Arabic where the content is technical or corporate. Levantine and Gulf colloquial where the brand is talking to somebody. English and French both fluent; Spanish at an elementary level.

The Arabic on this page is live text in an Arabic typeface, not a picture of Arabic. Select it, search it, or copy it.

Genesis GV70 · premium register

“Designed to stand out, the GV70 combines advanced technology, dynamic design, and SUV capability for an unforgettable driving experience.”

مصممة لتبرز، تتميز GV70 بالتكنولوجيا المتقدمة، التصميم الديناميكي، وقدرات سيارات الدفع الرباعي لتوفّر لك تجربة قيادة لا تُنسى.

Ferdi, Cool Inc. · playful register

“It’s not over till it’s over. Who’s up for a Ferdi feast?”

منشن صاحبك اللي يطلب كل المنيو! وتعالوا فيردي

Not a translation. The English asks the reader; the Arabic tells them to tag the friend who orders the whole menu. Same job, different move, because tagging is how a restaurant post travels in this market.

§ 07 · Method

How I run 15–18 accounts at once.

My five words, and what each one actually looks like on a Tuesday.

Adaptable “I can jump from IVF to luxury cars to industrial generators without missing a beat.” The register is set per account before anything is written, so switching between them is a change of gear rather than a change of person. Cool Inc. is the account that proves it — eighteen concepts, one calendar.

Structured “Creative work thrives when there’s a solid plan behind it.” Publishing calendars for the full portfolio, one documented review and approval cycle per client, and briefs written so design and production can execute without rework. Tamgo is the version of this at its hardest: four companies, five countries, one system.

Collaborative “I enjoy working closely with clients, creatives, and teams to bring ideas to life.” Single point of contact between the client organisation and the internal strategy, creative and production teams. On Azoury that extends to briefing clinical topics directly with the treating physicians before writing.

Curious “If there’s a new tool everyone is talking about, chances are I’ve already tested it.” Four progressive roles in four years, and a first career in banking before that. The category is always new; the method is what carries across.

AI-driven “Already integrating AI into research, brainstorming, content development, workflow optimization, and day-to-day efficiency.” Used where it saves time on research and first drafts. Not used for anything that has to be true — clinical copy is briefed with a doctor, and market data is checked against the source.

Five years, written on one page. My list, in my handwriting, from the last slide of my portfolio deck.

§ 08 · Experience

Four roles, three promotions, four years.

The whole CV is below as text. The PDF is the same content, formatted for a printer and an applicant tracking system.

Download CV · PDF 293 KB

Reelly — social media and digital marketing agency

Dubai, United Arab Emirates · August 2021 – present · worked remotely from Beirut throughout · four progressive roles, three promotions

Jan 2024 – present Account Manager Owns marketing communication for 15–18 client brands in parallel — strategy, campaigns, content and promotional material, end to end. Acts as the single point of contact between client organisations and the internal strategy, creative and production teams. Delivered 3.2M Instagram and 5.7M Facebook reach for a fertility clinic over eight months, with 47.2K Facebook post engagements, up 68%. Runs marketing for four operating companies of Tamgo Group across five countries, coordinating through the group’s Dubai hub. Co-developed a co-branded template system pairing each local company with its principal brand and rolled it out across all five markets. Translates technical product information into channel-ready B2B content, including product value-proposition video. Leads launch communication end to end — vehicle launches across GCC markets, property launches in the UAE, seasonal campaigns — plus on-site support at client events and activations. Holds brand consistency across the portfolio and supports creative direction hands-on. Plans and runs paid social for selected accounts and reports results against client-set budgets.

Jan 2023 – Dec 2023 Senior Account Executive Executed content strategies for 15–18 accounts across multiple verticals, adapting messaging and creative to each. Built and ran publishing calendars for the full portfolio, sustaining consistent publishing across all channels. Coordinated strategy, design and production teams to deliver integrated campaigns to a fixed calendar.

Jan 2022 – Dec 2022 Account Executive Wrote creative briefs, key messages and scripts, converting brand objectives into direction design and production could execute without rework. Managed multiple accounts and planned content calendars across platforms.

Aug 2021 – Dec 2021 Community Manager Ran day-to-day community management across brand channels, handling comments, enquiries and negative sentiment in brand tone of voice. Ran social listening and sentiment monitoring, feeding voice-of-customer insight into content decisions.

Fransabank SAL

Beirut, Lebanon

Nov 2016 – Jan 2022 Bank Teller Handled high-volume client transactions to branch procedure in a regulated financial institution, where accuracy and confidentiality were hard requirements. The final months overlap the start at Reelly — a planned, continuous transition into marketing rather than a gap.

Saint Joseph University of Beirut — Université Saint-Joseph

Beirut, Lebanon

2012 – 2015 Bachelor of Business Administration Beirut, Lebanon.

Languages

Arabic — native, written professionally. English — fluent. French — fluent. Spanish — elementary.

Tools

Google Analytics on client web properties · Meta Business Suite · Sprout Social · Iconosquare · Social Pilot · Storrito · HubSpot · Canva · Asana · AI-assisted research and workflow.

Channel & partner marketing

Co-branded asset systems · multi-market brand governance · distributor-facing content.

Campaign & content

Content strategy · editorial calendars · launch campaigns · creative briefing · copywriting in English and Arabic.

Measurement & reporting

Campaign KPIs per brand · web and social analytics · performance reporting · insight-led optimisation · paid social against client-set budgets.

Creative direction & design

Briefing and reviewing designers · brand consistency, tone of voice and visual identity · close eye for detail · executes basic to intermediate design and edits personally — post and story assets, resizing, layout.

Stakeholder management

Single point of contact for client organisations and for internal strategy, creative and production teams · documented review and approval cycles.

§ 09 · About

From banking to marketing.

I spent five years as a bank teller at Fransabank in Beirut before I wrote a single caption. High-volume transactions in a regulated institution, where accuracy and confidentiality were not preferences. It is not the background anyone expects on a portfolio site, and it is the reason the calendars hold and the approvals are documented.

The move brought out the creative side while keeping the structure and the discipline that shaped the first career. Since 2021 I have managed portfolios of up to eighteen brands across healthcare, automotive, hospitality, beauty, lifestyle, F&B, real estate, professional education and industrial B2B — from fertility clinics and luxury cars to restaurants, salons and industrial power solutions.

The whole of it has been done from Beirut, for a Dubai agency, serving clients in eight markets across the Gulf, the Levant and East Africa. Remote across time zones and borders is not something I would be adjusting to. It is how the work has been delivered since 2021.

The challenge of learning something new and finding the right way to communicate it is what keeps me in this industry.

Portrait of Rayane Hammoud, smiling, backlit at golden hour. — The same frame as the hero, cropped close. A portfolio for a communication role should show the person who will be in the room with the client, at a size where you can actually read a face.

Overhead photograph of Rayane Hammoud looking up at the camera on a cobbled street, with blurred pedestrians moving around her. — “Building brands, one story at a time…” — the subtitle on my own deck, and a fair description of the last five years.

§ 10 · Work with me

What I can be hired to run.

Full-time roles across the Middle East and Africa, and the kind of scope I already carry.

Multi-brand account management

Fifteen to eighteen brands in parallel, across unrelated sectors, on one calendar and one approval cycle. Strategy, content, promotional material and reporting, end to end.

Channel and partner marketing

Co-branded asset systems for principals and their local distributors, multi-market brand governance, and distributor-facing content that a local team will actually use.

Arabic and English content

Written, not translated. Modern Standard Arabic for technical and corporate work, Levantine and Gulf colloquial where the brand is talking to somebody. French as well.

Launch communication

Vehicle launches across GCC markets, property launches in the UAE, seasonal campaigns, plus on-site support at client events and activations.

Technical B2B translation

Generator sets, power, water and solar solutions turned into channel-ready content and product value-proposition video, for audiences who buy on specification and service.

Measurement and reporting

KPIs per brand across web and social analytics, performance reporting read for intent rather than reach, and paid social planned and reported against client-set budgets.

§ 11 · Contact

The next big idea could start here.

No form, no gate, no “request access”. Everything is a link, and everything is also plain text you can copy into an email to someone else — which is the thing a recruiter actually needs to do.

Email: rayane.hammoud@hotmail.com
Phone: +961 71 319 789
WhatsApp: wa.me/96171319789
LinkedIn: linkedin.com/in/rayane-hammoud
Location: Beirut, Lebanon
Languages: Arabic · English · French
CV: Rayane-Hammoud-CV.pdf — two pages, 293 KB, direct download

Email me WhatsApp Download CV

Looking for someone who can think strategically, create with purpose, adapt quickly, and manage the moving pieces in between? That is the job I have been doing for five years, and the one I am looking for next.