Awatif.
Creative Content Manager Portfolio · 2026

Awatif Alotaibi

Writer · Creative · Riyadh, Saudi Arabia

I write. I create. I notice.

أكتب. أصنع. وألاحظ.

Ten years across design, content and marketing: building campaigns, brand voices and influencer programmes that end with a number, not a feeling.

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10+years of experience
2M+views on a single campaign
3Mfollowers on the account I manage
20+brand partners

I make things out of thoughts.

أصنع أشياء من الأفكار.

What I do
  1. 01Marketing & campaignsCampaign strategy, influencer and UGC programmes, retail activation and events→
  2. 02Analysis & monitoringMarket and brand performance reviews, social monitoring, retail-site scouting, data tools→
  3. 03Celebrity content managementDaily content, ad copy in her voice, partnerships and PR for a public figure with ~3M followers→
  4. 04Design & identityVisual identity, editorial and print, seasonal packaging, story-format creative→
  5. 05Writing & contentArabic and English brand copy, product libraries, video scripts, and personal essays→
  6. 06Own VintageMy own vintage brand. Founder and creative director: curation, identity, content and e-commerce→
  7. 07AI in my workflowAI video and product photography, research and analysis workflows, automation and systems→
01
Marketing & campaigns

Campaigns and influencer programmes that end with a number.

On the marketing strategy team at a Korean beauty distributor since 2023, and before that an agency and a housing project: campaign ideas, creator selection and briefs, retail activation, and the performance review that follows every campaign.

Campaign strategy · influencer & UGC management · creative briefs · events and retail activation

01
Korean beauty distributor

The Eid Bride campaign

Influencer MarketingCampaigns

The Idea

A make-believe bride getting ready for Eid: each creator plays the bride in her own video, so the campaign is told by the creators themselves rather than a single brand ad.

The Process

Led it end to end: sourcing and selection, creative briefs for 28 influencers, production coordination across 32 videos, and post-campaign reporting per creator.

The Result

2M+
views on a single campaign
  • ~60,000 likes
  • 942 comments and 693 shares
  • Now the brand's internal benchmark for campaign performance
01

Top videos by views

659,100 views · 33,200 likes
563,600 views · 14,600 likes
02

The make-believe bride routine

Creator filming her bride routine in the mirror
Creator in pyjamas starting the bride routine
Creator in a bride robe during the routine

Watch on TikTok Video 01 Video 02 Video 03 Video 04

02
Founded & launched, September 2026

Creator Community

Influencer MarketingCreative Direction

The Idea

Turn a fully manual way of working with creators into a system any team member can run.

The Process

Designed and launched it from scratch: an on-brand bilingual registration site, an auto-updating database, an internal team dashboard and automated confirmation emails.

Built an objective scoring model: followers, views, Saudi audience share, niche, work quality. Designed a staged creator journey with approved touchpoints, and wrote an internal operations guide.

The Result

creator selection became a data-driven decision, not an impression
  • A manual process made automated and scalable
  • Presented to senior management for launch approval

More from marketing

open any line
03Six Saudi women, six routines · a National Day conceptK-beauty+

The Idea

Six Saudi-women personas, each mapped to a routine and a shoppable multi-brand bundle.

The Process

Contributed to the brand's largest National Day campaign to date, then authored the following year's concept, carried by a shopping event running around 100 hours.

The Result

~100h
shopping event; the campaign I contributed to returned above target
04Three tiers of creators, one performance sheetK-beauty+

The Idea

Put every creator in one activation on the same scale, so the next budget follows what was delivered.

The Process

Ran a single-brand activation spanning 13 influencers, 15 micro-creators and 30 UGC creators, tracked in one sheet calculating engagement rate and CPM per creator.

The Result

58
creators measured side by side in one sheet
05Brand performance reviews for the Korean principalsK-beauty+

The Idea

Numbers the brand owner can act on, structured as Marketing, Sales, Digital, Root Causes.

The Process

Analyse scraped platform data across defined periods, including 50+ influencer posts; compare in-house activity against agency-run campaigns; flag duplicates and data errors before they reach the deck.

The Result

7+
Korean beauty brands reviewed
06A housing project sold out in half the planned timeEtc Dots+

The Idea

Lead the marketing strategy for the Masakin Aknan housing project.

The Process

Primary liaison between agency and client: campaign reports, task delegation across a team of three, and outcome assessment per project.

The Result

51/51
apartments reserved in four months, against an eight-month plan

Campaign briefs

open any cover

Influencer briefs

Events and activations

02
Analysis & monitoring

Every campaign ends with a report, and a reason.

Market, brand and creator performance across a Korean beauty distributor's portfolio: sales and stock data, social monitoring, search interest and retail-site presence. Read together, and turned into a monthly review the brand owners act on.

Performance reviews · social monitoring · creator scouting · retail-site scouting · engagement rate and CPM · Google Sheets and AppSheet

What goes into a review

The reports themselves stay with the brand owners, so this is what goes into them, and how.

What I analyse

  • Sell-in vs sell-out, per period and per product
  • Stock on hand, top customers and listing status across retailers
  • Influencer posts · engagement rate, CPM and reach per creator
  • Search interest, brand mentions and category benchmarks
  • Retail-site presence: where the brand appears and what can be booked

How I report it

  • One structure for every brand: Marketing · Sales & Distribution · Digital signals · Root causes
  • In-house activity compared with agency-run campaigns
  • Duplicates and data errors flagged before they reach the deck
  • A monthly campaign report and an influencer tracking sheet per brand
  • A closing section that answers one question: why did it stay below target?

Tools

  • TikTok Creative Center · TikTok Analytics
  • Instagram Professional Dashboard · Meta Business Suite
  • Google Trends · Google Keyword Planner · BrandMentions
  • Google Sheets · AppSheet
  • Sales and stock records from the distributor

Performance analysis for 7+ brands across sales, content, campaigns and influencers, turning data into clear decisions.

Monitoring and scouting

open any cover
03
Celebrity content management

A public figure's account, run like a brand.

Since 2023 I manage content for Amerra, a Bahraini artist with around 3M followers: daily stories on Snapchat and Instagram, ad copy in her voice, brand partnerships, PR outreach and the commercial side of the account.

Content direction · Arabic ad copy · media kits and rate cards · partnership management · Snapchat & Instagram

01
Amerra · Bahraini artist · since 2023

A public figure's feed, every day, in her voice

ContentCreative Direction

The Idea

Running a public figure's feed is a production problem, not a posting problem: one idea has to become finished copy and design, in her voice, every day.

The Process

Daily production on Snapchat and Instagram; creative direction, design and website management; Arabic ad copy in the client's voice; story-format creative; PR outreach, media kits and rate cards, held together by a story pipeline that runs from one idea to finished copy and design.

The Work

Brand partnerships

Educational content

Shoots and visual direction

The Result

3M
followers across two platforms
  • 20+ recurring brand partners
  • 8+ partner discount codes
  • Including her campaign with VogaCloset
  • Shown: six story series and ad sets, AI product photoshoots, and a National Day shoot concept. Concept, copy and design
04
Design & identity

An identity that holds on a phone, in a store and on a box.

Graphic design is where I started. Three years as the in-house designer for Eyad Pastry across social media and 13 stores, freelance visual identities before that, and today the story-format creative for Amerra.

Adobe Illustrator · Photoshop · Premiere · editorial and print production · packaging

01
Eyad Pastry · in-house graphic designer · 2021 to 2024

One identity across 13 stores and every season

Brand & Visual IdentityPackaging & print

The Idea

A brand that looks like itself on a phone, on a billboard and on a box.

The Process

Handled the entire visual identity across social media and 13 stores: editorial design and print production for roll-ups, banners and billboards; seasonal packaging for Ramadan, Eids and national days; trending cake and chocolate designs executed by the patisseries.

The Result

13
stores on one identity; seasonal packaging produced a significant lift in sales
02
Product Concept · Creative Strategy

Lip sun protector · Product Concept & Brand Experience

The Idea

It started with a simple question: What if lip balm wasn't just something you carried in your bag, but became part of it?

The Process

I developed a concept for a silicone accessory designed specifically for a Korean lip sun protector, preserving the product's recognizable shape while turning it into an accessory that could be attached to a bag, keys, or phone, making the product more visible, accessible, and integrated into the user's everyday lifestyle.

The concept was informed by younger consumer behavior and the rise of bag accessories, then developed through visual references, use cases, and initial product design explorations.

My Role

Concept, research, and creative development by me.

01

The product

the lip sun protector Lip Sun Protector in Clear, Berry and Rosy
02

Product development journey

First sketches of the holder in green and white
First explorations: the holder's silhouette, the ring and the colour.
Development sketches showing how the tube fits into the holder
Refining the fit: how the tube slides in and stays visible.
03

Three colourways

Clear Berry Rosy

Each holder takes the colour of its shade, so the product and the accessory read as one piece.

04

Suggested uses

  • 01Bag accessory
  • 02Phone accessory
  • 03Keychain
  • 04Necklace
05

References and trends

Rhode lip case on a phone
Rhode Lip Case: a lip product built into a practical accessory, and a trend that lifted the lip product's sales.
Lip balm tube with a keyring cap
Similar models: lip balm holders, clips and keyrings already in the market.
Black bag with keyrings and charms
Trend 2024: the return of bag accessories, a natural place for the holder to live.
06

Final concept

Final holder concept in three colours with the base silhouette
The holder in three colours, with the base silhouette for production: silicone, the tube's own shape, and a ring to hang it anywhere.

Freelance identities and print

open any cover

The story series designed for Amerra (concept, copy and design) are shown under 03 · Celebrity content.

05
Writing & content

Brand copy in two languages, scripts for video, and my own essays.

Written native in Arabic and English, never translated: product-copy libraries, banner copy, newsletters and video scripts for brands. And on the side, personal Arabic essays published on Tawq since 2023.

Arabic and English copywriting · brand voice · product copy and newsletters · scripts · Kling AI, Google Veo, Runway

01
Korean beauty distributor · since 2023

Writing a brand in two languages

CopywritingBrand voice

The Idea

Written native in each language, never translated, and held to one brand voice.

The Process

Arabic product-description libraries at scale, bilingual banner copy, and creative collaborations with major retail platform partners.

The Result

~50
product blocks written per brand

Scripts

open the line
02From script to screenReels+

The Idea

Every video starts on paper: the hook, the order of scenes and the lines are written before anything is shot.

The Process

Video ad scripts and shoot concepts for brand campaigns, filmed with models and creators, alongside concepts developed with AI tools (Kling AI, Google Veo, Runway, Impresso).

The Result

6
reels produced from my scripts
Watch them below

Scripts on screen

tap to play
National Day discounts ad
The 90s season · the snail collection
The 90s season · the midnight teaser
The 90s season · our daily gift
Glow. Feel. Share · be the face of the campaign
The brightening line, on the go

Ad copy documents and scripts

open any cover

Essays and the blog

I write so that things don't pass without my noticing them. Personal Arabic essays, published on Tawq since 2023.

July 2026 · Tawq

طريق العودة إلى المنزل

أتساءل دائمًا عن معنى البيت، والمعنى الأعمق لفكرته. هذا الشعور بالترابط المتين والألفة الدائمة، أن تنتزع عنك كل الأقنعة والمجاملات، وتستلقي على حقيقتك بلا غبار.

Read the essay →
April 2026 · Tawq

أفكار قابلة للنشر

عقلك ليس صندوق تخزين.. بل حديقة. لطالما اقترنت الفكرة لدي بصورة مرئية، ونمط معين أستطيع من خلاله أن أصفها، كأنها شكل ترتبط به خيوط، تتشابك فيه الأفكار جميعها.

Read the essay →
December 2025 · Tawq

ذاكرة متجذّرة

للأيام رائحة تحدد هويتها وطقسها العام. قد تشعرني رائحة خشبية بحدّة الأحداث، بينما رائحة النعومة والياسمين تغمرني بدفء اللحظة وتجذّرها في ذاكرتي.

Read the essay →
Tawq · 11 published pieces since 2023 Visit the blog → Creative story writing with the novelist Taleb Alrefai, 2023
06
Own project

Own Vintage.

Founder & Creative Director

Own Vintage is my personal vintage project, a space where my interest in fashion, visual storytelling, and objects with history come together.

What I built

I built the brand from the ground up, from curating and sourcing each piece to shaping its identity, creative direction, content, and e-commerce experience.

What I explore

Through Own Vintage, I explore how pieces from another era can be photographed, styled, and retold in a way that feels relevant today.

Vintage striped case and tortoiseshell sunglasses, shot on a compact camera screen Gold and orange enamel earrings in an orange box Gold pendant necklace and earrings with a red vintage telephone Patterned shoulder bag held against green leaves Gold mesh Seiko watch held by hand Black monogram shoulder bag styled with a black satin top
View the store I designed Instagram · TikTok · ownvintageofficial.com
Brand BuildingCreative DirectionContent StrategyE-commerceCurationStylingVisual Storytelling
07
AI in my workflow

Script first, then the machine.

AI is part of how I produce, not a substitute for the idea. Four places it sits in my work, with the tools I run and what they are for.

Video

AI video

Ad scripts turned into AI-produced concepts and marketing videos for brands: the script is written first, the machine renders it.

Kling AI · Google Veo · Runway · Impresso
Image

Product photography

AI product photoshoots: I set the concept, lighting and styling direction, generate the shots, then select and refine. No physical shoot. See Visual Studio under celebrity content.

Generative image models · prompt direction · retouching
Analysis

Research, writing & analysis

Custom AI workflows for market and competitor research, first drafts in two languages, and cleaning and analysing campaign data before it reaches the report. Always checked against the source.

Custom AI workflows and agents · structured prompts · data checks
Automation

Automation & systems

Systems that run without me: a bilingual registration site, an auto-updating database, a team dashboard and automated confirmation emails, built for a creator community programme.

Google Sheets · Apps Script · AppSheet · Google Workspace
Experience

Ten years, four of them leading brand campaigns and influencer operations.

2M+
views on the Eid Bride campaign
3M
followers on the account I manage
20+
recurring brand partners
30+
influencer briefs written
58
creators in one activation
7+
Korean beauty brands
13
stores on one identity
51/51
apartments in half the planned time

Experience

2023 · now
Creative Content Manager
Korean beauty distributor · full-time

Marketing strategy team at a distributor of Korean beauty brands in Saudi Arabia.

2026
Founded & launched a Creator Community
Korean beauty e-commerce

An end-to-end creator collaboration system: registration site, database, team dashboard, scoring model, staged creator journey and operations guide.

2023 · now
Content Marketing Manager
Amerra, Bahraini artist · monthly retainer

Daily content for ~3M followers on Snapchat and Instagram; the artist's commercial brand; 20+ recurring partners; PR and partnership outreach.

2021 to 2024
Graphic Designer
Eyad Pastry · full-time

Visual identity across social media and 13 stores, editorial and print design, seasonal packaging, product design.

2022 to 2023
Marketing Specialist
Etc Dots · part-time

Marketing strategy for Masakin Aknan; content and marketing operations for Air Roastery, Ehtewa Medical Center and Esfin Furniture; primary client liaison, delegating across a team of three.

2016 to 2021
Creative Content & Design
Freelance

Visual and written brand identities, marketing plans, AI-generated marketing video, and social account growth.

Skills

Marketing & content

Campaign strategy · influencer and UGC management · brand development · retail and e-commerce activation · Arabic and English copywriting · product copy and newsletters · brand voice

AI tools

Kling AI · Google Veo · Runway · Impresso

Monitoring

TikTok Creative Center · TikTok Analytics · Instagram Professional Dashboard · Meta Business Suite · engagement rate and CPM analysis · market and competitor research

Design

Adobe Illustrator · Photoshop · Premiere · Microsoft Office

Work management

AppSheet · Google Workspace · editorial calendars · cross-team production coordination

Languages

Arabic: native · English: professional working proficiency

Education

  • B.A., Shaqra University2013 to 2016
  • Fundamentals of Graphic Design · California Institute of the Arts2019
  • Marketing in a Digital World · University of Illinois2019
  • Script Writing: Write a Pilot Episode · Michigan State University2019
  • Content Maker Business · m7twa2019
  • Social Media Management · m7twa2020
  • Creative Writing of the Story · Taleb Alrefai2023
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About

Writer, designer, marketer, and maker of things.

I'm Awatif Alotaibi, a writer and creative content maker.