Managing digital marketing for one of the UAE’s most recognised F&B brands across 9+ locations.
How I owned the full digital marketing operation for PizzaExpress UAE — integrating AI tools into daily workflows and coordinating across a complex multi-stakeholder brand environment.
A globally recognised brand with complex local execution needs.
PizzaExpress UAE operates across 9+ branches. The challenge wasn’t building a brand from scratch — the brand equity was already there. The challenge was executing consistently across multiple locations, coordinating between global brand guidelines and local market needs.
I was the central marketing person responsible for everything customer-facing — from Instagram to influencer partnerships, loyalty programs to WhatsApp campaigns across individual outlets.
Full ownership of digital across a multi-branch F&B operation.
What managing a global brand locally taught me.
Building a brand from scratch — from invisible startup to national press.
How I took a logistics startup with no digital presence and turned it into a recognised brand with 1.2M+ monthly impressions and coverage in The Economic Times.
A startup with a great product and zero digital presence.
When I joined TRUXCARGO, the brand had almost no digital identity. Social media was inconsistent, there was no structured email marketing, and the company wasn’t generating leads through digital channels.
My brief: build the brand, generate leads, and make TRUXCARGO visible. I was the only marketing person — everything fell on me.
A full 360° marketing build from the ground up.
Numbers that moved the business forward.
What this taught me.
Building a WhatsApp chatbot that stopped the phone from ringing.
How I designed and deployed a WhatsApp automation system at TRUXCARGO — moving across three platforms to land on the right stack — and built a chatbot that handled FAQs, order tracking, and agent routing without human intervention.
At TRUXCARGO, our WhatsApp channel was the primary inbound touchpoint. The same questions came in constantly — order tracking, pickup availability, pricing, service areas. Every response was manual.
Queries were spilling over to the customer service phone line — calls that didn't need to happen if the right information was surfaced at the right moment.
Before the bot, first response time was measured in hours. After, the bot responded in seconds — translating directly into a measurable reduction in inbound customer service calls.
I automated 9 years of manual Instagram posting — as a non-developer, in one week.
How I built a full Instagram automation pipeline from scratch — using Python, a Telegram bot, Claude AI, and a cloud server — to run a 9-year-old car modification account without touching my phone.
I've been running @modifiedwhipss on Instagram since 2017. Finding modified Indian car reels, downloading them, writing captions, crediting creators, and posting — all manually, every time.
I'm a Digital Marketing professional. I use AI tools every day at work — Claude, ChatGPT, Gemini. But I'd never actually built anything myself. So I spent a week trying to change that: 6 hours a day, every day.
Production breaks differently than planning. Error logs at 2am teach you more than any course. The bottleneck is never what you expect. The fact that I — a non-developer — built a working pipeline means the barrier to building is lower than most marketers think.
Building a luxury gifting brand's Instagram from 15 followers to 29K+ views — in one month.
How I took @tablescapestudio.dxb from near-zero to a structured content engine — defining the brand voice, content pillars, reel strategy, and campaign calendar for a founder-led luxury gifting brand in Dubai.
When I started working with Tablescape Studio, the account had 15–20 followers. Two or three introductory posts — founder-led product images — and nothing else. No content strategy, no defined brand voice, no posting consistency.
The brand itself was strong — a luxury bespoke gifting and experiential catering studio in Dubai with a distinct warm boho-luxe aesthetic. The gap was between the physical experience and how it showed up online. My job was to close that gap.
Turning a scattered spiritual page into a structured, conversion-ready brand — in one month.
How I rebuilt the Instagram presence of a spiritual astrology page from the ground up — rewriting the bio, building a lead gen path, creating anchor content, and turning 300 disorganized followers into an engaged, growing audience.
Shukra by Aarya is a spiritual page where the founder debunks popular myths, corrects goal-setting narratives, and offers astrology-backed advice rooted in historical and cultural context. Real, purposeful content — but none of it was working together.
The account had 300 followers and some reels already posted — but no clear bio, no highlights, no pinned content, no lead generation path. A visitor landing on the page had no way of knowing what the page was about, what was being offered, or how to work with Aarya. Traffic was arriving and leaving without converting.
Not from posting more. From making what was already there actually work — and giving the audience a reason to stay, follow, and reach out.
Want results like these
for your brand?
Available for Digital Marketing Executive roles in Dubai and open to freelance projects across F&B, retail, and e-commerce.
Get in touch →Building a UAE freight forwarder's website from nothing — every page, every animation, every line of copy.
FreightBox LLC operates sea freight (FCL/LCL), bonded warehousing, and customs clearance out of Jebel Ali Free Zone, with direct contracted rates through Maersk, CMA CGM, Hapag-Lloyd, and MSC. With no existing website, I designed and built the entire platform alone.
FreightBox LLC — sea freight, bonded warehousing, customs clearance, and supply chain management out of Jebel Ali Free Zone, with direct contracted rates through four major carriers — had no website at all. No way for a prospective client to understand the service scope, the carrier relationships, or how to get a quote, beyond a phone call.
FreightBox went from nothing to a complete, animated, fully responsive site — live at freightbox.vercel.app. Analytics wasn't part of the original scope, so this entry stays scope-led rather than metric-led; adding Google Analytics or Plausible is the natural next step so future updates here can show real traffic and enquiry numbers.
Cutting freight quote turnaround from 90 minutes to 15 — with a Chrome extension built from scratch.
Every client quote required manually checking four carrier websites, converting currencies, and calculating net rates by hand. I built a Chrome extension that does all of it in one click.
Every client quote at FreightBox meant visiting four separate carrier websites — Maersk, Hapag-Lloyd, CMA CGM, and MSC — individually. Someone had to note the all-in rate on each, manually calculate the net rate by deducting destination and import charges (often converting AED, INR, or EUR to USD by hand), then compose a quote message from scratch. One quote took upwards of 90 minutes.
What used to take up to 90 minutes now takes about 15 — an 83% cut in quote turnaround. The tool is used daily by the freight operations team for every client-facing rate query, replacing a fully manual, multi-tab, multi-currency process with a single click.