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Creation. Curation. Connection. Community.
Recent work
From premium butcheries to life coaches, artists and restaurant companies, I've been working with so many wonderful people for the past 8 years following a short career in hospitality. Here are some of my recently finished projects.
Beauty
SKIN UAE
I began as a client of Lucy's and immediately fell in love with her unique approach to holistic facials with end-results in mind. From a rented space within a spa to her own private location, she has grown exponentially in the short time I've known her. She has just opened her private skin clinic in Abu Dhabi and is always fully booked with a lengthy waitlist that opens up once in a blue moon.​
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Customer Experience Consultation| Marketing Strategy
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December 2024
Wellness
Eklektik Mama
I initially got in touch with Simone Mazloumian of Eklektik Mama as she was looking for someone to help her with marketing or social media. I convinced her that before tactics can be really focused on like instagram and ads, strategy is the first and foremost most important activity to straighten out. We identified her capabilities and objectives as a mum of 4 and came up with a strategy!​
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Marketing Strategy | Website consultancy
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March 2025
Publishing
Steak Simplified
A unique blend of handbook/cookbook/memoir, Steak Simplified is a contemporary guide for steak connoisseurs published Oct 2024 by boutique cookbook press Meze Publishing in the UK. With a focus on beef and lamb, it dismantles meaty misconceptions and empowers readers to make enlightened choices about how they cook, eat and shop. Elevate your steak game, delight in new recipes, and savour every juicy bite with this indispensable guide.​​
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Book manuscript writing, editing, layout and publishing process | Book tour organization and events​
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March 2023- October 2024
Start-up
CRUZI
Gina Dillon, CRUZI's founder, contacted me about helping her launch CRUZI in Jan 2023. This project was an absolute adventure, from developing a marketing strategy to launching the brand on social media to being a PR representative. We did flash mobs, photoshoots all over Abu Dhabi, spoke at schools and attended university talks! Check out this feature on Yalla Magazine and CRUZI's Shopify store here.
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Shopify Store set-up | Press Releases | Social Media full management | Reels | Marketing Strategy
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Jan - Jun 2023
Art
Art by Nikki Baily
Nikki approached me for help turning her hobby into a business. She already had the bare necessities and an incredible product, all we had to do was organize her current resources, assign objectives and put a plan together! Over two sessions we built her marketing strategy, went through her online store and decided on the spot to convert the entire shop to a Shopify store! Nikki now has more control of her e-commerce back-end.
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Marketing Strategy | Shopify Store Consultancy and Set-up
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May 2023 - Sept 2023
Beauty
DE MOI UAE
DE MOI is a Conscious Beauty brand created by Swiss entrepreneur and philanthropist Demee Koch. I launched the brand in the UAE via its own online store Demoi.ae and social media including Tiktok and was responsible for the entire customer journey including working with a fulfilment agency which delivered across the UAE and Oman. Worked with Tish Tash PR and several Emirati influencers to build brand awareness.
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Shopify Store set-up and fulfilment | Social Media full management | Reels | Marketing Strategy
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May 2022 - June 2023
Butchery
La Carne Premium Meat
La Carne is our family butchery which was founded in 2014. After joining in 2016, I put the brand online including the UAE's first online butchery which became hugely successful during the Covid pandemic. Shortly after, we opened La Carne in Cebu. I am responsible for overseeing marketing activities at both stores, online and offline.
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Shopify Store set-up | Events & PR | Social Media full management | Reels | Marketing Strategy
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2016 - present
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Coaching
Erika McDonnell
Working with Erika on her brand as a Certified Wholeness Coach was a lively and special experience, especially since we go to the same church! As a mother of 3, she epitomizes the image of a superwoman and wanted to spread the joy of being a great woman to others with her coaching services. Together we developed her why statement and strategy for the long-term.
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Marketing Strategy | Social Media, Newsletter and Website Consult
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Sept - Oct 2022
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Butchery
Prime Gourmet
My role in this project was marketing consultant for the Prime Gourmet Online Store. Digitizing the chilled meat product range, managing photoshoots and understanding the customer journey were some of the tasks. I also worked with their inhouse team to recommend e-commerce tools and define service blueprints particularly service and quality control.
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Shopify Store set-up | Service Blueprinting | Marketing Strategy
Oct 2019- July 2020