I'm a Dubai-based digital marketing and content consultant with 21+ years of experience across the UK and UAE.
I started Words Refined as the home for my freelance work, bringing together two areas that have shaped my career: marketing and writing.
My background spans digital marketing and copywriting, with content always at the heart of what I do. Today, I specialise in content strategy, website copy, social media content and brand messaging, helping businesses turn their ideas into clear, effective content.
Before working independently, I spent many years in senior digital marketing roles, including as Global Digital Director for a leading luxury hospitality brand. That experience means I approach content as a marketer as well as a writer. I consider the audience, the wider customer journey and what the content ultimately needs to achieve for the business.
Since launching Words Refined, I've worked with businesses across luxury hospitality, luxury real estate, financial services and professional services, supporting everything from website launches and brand messaging to ongoing social media and content strategy.
I'm also a licensed UAE freelancer and hold Diplomas in Digital Marketing, Copywriting, and Proofreading & Editing.
More than two decades of marketing experience across the UK and UAE, spanning luxury hospitality, luxury real estate, financial services and professional services.
Former Digital Director for a global ultra-luxury hospitality brand, with experience across website, social media, content, SEO and global digital campaigns.
Combining strategic marketing experience with professional copywriting expertise to create content shaped around the audience, brand and wider business objectives.
Diploma
Institute of Direct Marketing UK (IDM)
Diploma
College of Media & Publishing UK (CMP)
Diploma
College of Media & Publishing UK (CMP)
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