§ 01 · 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.

§ 02 · What I do

Twenty-five things, in five groups.

My own list, from my own deck. It is the shortest honest answer to what the job actually involves week to week.

Strategy

Content strategies · Campaign planning · Content pillars · Monthly calendars · Seasonal campaigns · Launch support

Content

Copywriting · Reels concepts · Scripts · Educational content · Storytelling · Content direction

Management

Client communication · Project coordination · Community management · Cross-functional collaboration · Day-to-day account management

Performance

Reporting · Content optimisation · Insights and recommendations · Audience analysis

Innovation

AI-assisted workflows · Research and ideation · New tools adoption · Continuous learning · Process improvement

§ 03 · 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 and three promotions in three 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.

§ 04 · Experience

Four roles, three promotions, five 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 · January 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 product and property launches end to end — go-to-market communication for vehicle launches across GCC markets and property launches in the UAE — plus seasonal campaigns and 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.

Jan 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 year overlaps the start at Reelly — a planned, continuous transition from banking into marketing, working both roles through 2021.

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 · digitalisation of marketing workflow through AI-assisted research and content development.

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, for internal strategy, creative and production teams, and for the PR team running influencer activity · documented review and approval cycles.

§ 05 · Scope

Scope I already carry.

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

Brand copy in Arabic and English, each matched to its brand and its audience. 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.