Signature Cut UAE
View Instagram account ↗Men’s Grooming & Barber ShopSocial Media Strategy, Content & Creative Direction.
IDEAS THAT GIVE BRANDS DIRECTION.
portfolio✳
by Sona Massoud
Marketing Manager
Strategy & Creative DirectionExplore the work ↓
Strategy & Creative DirectionExplore the work ↓
01 / A LOOK INSIDEtable of
table of
contents↖
about me
02 / THE PERSON BEHIND THE WORKView my CV ↗
I turn business goals into ideas, clear direction and work that teams can deliver.
I’m Sona, a Marketing Manager with six years of experience across Egypt, the UAE, Saudi Arabia and Oman. My journey began in content and social media and grew into leading multidisciplinary teams and managing agency operations.
6 years of experience working with 100+ clients across a wide range of industries.
I bring genuine passion to every account I work on. My approach goes beyond social media to integrated marketing, connecting each brand’s story, customer experience and business goals.
My work connects strategy, storytelling and creative direction — from the first campaign idea to the final client delivery.
6years of experience
30team members led
15+clients managed at once
03 / SOCIAL MEDIA TRANSFORMATIONsee the
see the
difference.
The idea comes first.
The feed makes it visible.
Deyaar Al Arab Properties
REAL ESTATE · UAE · IMPLEMENTED WORKFrom individual property posts to a connected brand story.
A project-led feed brings property launches, investment information and conversations into a more coherent visual experience. The comparison shows the change in presentation and content structure.
Explore more of the new Deyaar grid ↓
01 / A connected feed
Related posts form recognisable project stories.
02 / Clearer information
Pricing, payment plans and benefits gain a clearer hierarchy.
03 / More than listings
Interview-led content brings investment topics into the conversation.
MY ROLE — Strategy, campaign concepts, content writing, creative direction and team supervision. Design and editing executed by the team.
The thinking behind the videos.
Concepts, topic selection, content selection and editing direction by me.
Crave House
FOOD & BEVERAGE · LAUNCHING PLAYBOOKCREATIVE DIRECTION / DESIGN CONCEPTSwith you.
with you.
from day one.
Launching Playbook
Responsible for the creative direction and design concepts, developed ahead of the product photoshoot.
A launch built around “With You / Your Journey Buddy” — connecting fresh juice and bakery products with everyday, on-the-go moments.
View the Full Playbook ↗04 / STRATEGY & PROPOSED DIRECTIONSit starts
it starts
with an idea.
Selected proposals and playbooks.
Explore the reasoning and the visual direction.
These are proposed directions, not claims of implemented results. Where available, the original account audit appears alongside the proposed grid.
05 / SELECTED ACCOUNTSsocial media
social media
accounts.
A small selection of my latest work.
EV Empire
View Instagram account ↗EV Charging SolutionsSocial Media Strategy, Content & Creative Direction.
Cake & More
View Instagram account ↗Bakery & DessertsMarketing Manager — Team execution under my supervision.
JC TOUCH
SkincareCreative Director — Led the team, developed campaign ideas and supervised execution.
DIS SPORTS
Sports & Rehabilitation Academy for Children with Special NeedsSocial Media Strategy, Content & Creative Direction.
My Mall
E-CommerceSocial Media Strategy, Content & Creative Direction.
06 / BACKGROUNDcreative mind.
creative mind.
structured
execution.
Strategy is only as strong as its delivery. I connect content, creative, paid media, SEO and web teams around a clear client direction.
Digital House
Senior Social Media Specialist → Team Leader → Marketing Manager
Marketing Manager since June 2026. Team leadership, account direction, workflows and quality control.
2 promotions within one year
Progressed from Senior Social Media Specialist to Team Leader and Marketing Manager.
Employee of the Month × 2
Recognised twice within one year at Digital House.
Wamda Marketing Agency
Marketing Manager
HQ Brands Agency
Social Media Specialist · Top Achiever 2024
The content foundation
Content creation at Orion, Smart and Clinica.
360° MarketingShooting PlansBusiness StrategyBusiness DevelopmentSocial Media StrategyCreative DirectionCampaign ConceptsContent DevelopmentTeam LeadershipOperations ManagementClient RelationsProject Delivery
Growing people, as well as brands.
I trained and mentored a team of interns, helping them develop practical marketing skills and achieve strong results through guidance, feedback and hands-on experience.
Education
Bachelor of Commerce in Economics
English Section · Damanhour University · 2023
Tools & platforms
Canva · Meta · Google Analytics · Search Console
ClickUp · Trello · Zoho · ChatGPT · Claude
