What
Hajra did?
SOCIAL MEDIA MANAGER · CREATIVE STRATEGIST
CONTENT PRODUCER · WRITER
I build social strategies, develop creative ideas and lead content from the brief to the final edit. Then I publish, review the response and use it to shape what comes next.
F&B, lifestyle, real estate and personal brands. Audience thinking, hands-on production, and a real love for video.
A creator, always.
I think it through.
Then I help make it happen.
8+ years across content, editorial and marketing, including 5+ years of hands-on social media and content experience in India and the UAE.
Start with the audience.
Audience research, brand voice, content pillars, calendars and organic content testing. I turn the brief into a clear direction for the account.
Make the idea worth watching.
Concepts, hooks, scripts, storyboards and formats for Reels, TikTok, YouTube Shorts and Facebook—with the brand’s voice running through them.
Get the idea onto the screen.
Pre-production and shoot direction, working with videographers and editors across framing, lighting, performance, talent, props and locations.
Keep the work moving.
Client communication, feedback, creative approvals, publishing and performance reporting. I connect the creative work with the delivery it needs.
Different brands.
A story in each.
Selected agency work across food, real estate and personal brands. My contribution is listed beside the actual published content.
House of Biryan
Food content is about more than making a dish look good. I worked on concepts, scripts and production that brought people, preferences and food conversations into the frame.
What I contributed
I developed creative ideas around biryani, food preferences and cultural conversations, including “Meri Wali Biryani” and jackfruit biryani concepts. I worked across scripting and production to turn the ideas into short-form content.
Alcenza Properties
I worked on pre-production for Alcenza’s social content: shaping ideas and preparing the creative before the shoot. These reels show the account’s personality alongside its property focus.
What I contributed
I contributed to the planning that supports the final reel: developing the creative direction, preparing content and coordinating what needed to happen before the shoot.
Stallone Hosts
Finance is the expertise. Personality is what makes you stay. I developed concepts and scripts across finance, lifestyle and UK–India conversations.
What I contributed
I developed ideas that made space for personality alongside expertise, including food debates and reaction-led finance formats. I adapted the content approach to the speaker, topic and filming location.
Muzz India · Campaign concepts
Campaign concepts and outdoor copy built around cultural references, brand voice and a clear call to action. My published concept work shows how I approached the brand’s voice and cultural context.
The thinking behind it
I used culturally familiar language and references to develop copy with a recognisable voice. The linked Muzz example in the additional-work section is a self-initiated spec concept, rather than a published brand campaign.
See all eight campaign concepts
Campaign concepts and copy from my original creative portfolio.
More than content.
A business to grow.
Bin Moosa Middle East Contracting LLC · Dubai
Digital Marketing Manager & Sales Executive
October 2025–May 2026
The brief behind the work
Make the company’s services easier to understand, strengthen its digital presence and support lead generation. The work covered approvals, fit-outs, renovation and contracting services.
What I owned
Social campaigns, copy, creatives and brochures. Video concepts, scripts, filming, editing and on-camera presentation. Company culture and event content, AI visuals, Google Business Profile and local SEO—alongside prospecting and sales outreach.
Campaign creatives & service messaging
A selection below, with the full gallery from my current portfolio available to expand.
Explore all 22 Bin Moosa creatives
Video, presentation & production
The four video examples linked on my portfolio. Open a thumbnail to watch the published piece.
The work doesn’t
stop at one niche.
Additional examples from my existing portfolio: real estate content, scripting, brand content and hands-on video work.
Exclusive With Pranav
Story-led real estate content, including a property-viewing reel built around a robber concept.
Explore this work ↗Rukaiya · Scripting
A scripting example from my existing portfolio, turning a technical topic into an accessible video.
Explore this work ↗Videography & editing
A personal tribute to my father, bringing my own writing and hands-on video storytelling together.
Explore this work ↗Muzz · Spec concepts
Self-initiated outdoor campaign copy, published as a creative pitch for Muzz India.
Explore this work ↗I’ve been on
both sides of the brief.
Building my own brands has taught me to think beyond the post: positioning, launch messaging, organic promotion and the decision to buy.
Stories from my own voice.
Alongside client work, I create personal content and write about life, relationships and self-discovery.
LiyahByHajra
Built the brand identity, launch strategy and organic Instagram presence. Created the messaging, captions, catalogues, launch content and social creatives.
The DaisyBee Store
Marketed handmade scrunchies and hair accessories through Instagram pictures and organic posts.
Before the reels,
there were words.
Poems. Stories. A book. And eventually, hooks, scripts and campaign ideas. Writing has always been part of how I make sense of things.
Author & storyteller
The Right Escape
On love, separation
and self-discovery.
I self-published The Right Escape in 2018. My prose and poetry explore relationships, life and self-discovery, and my poems have appeared in anthologies.
My author-led YouTube presence reached 33K+ views and 600+ subscribers through organic digital storytelling.
Copywriter & editor
Some words need to make you feel something. Others need to help you understand, or make you act. I work across campaign copy, social scripts, long-form content and editorial projects.
My earlier work includes copy for Slixta and support for independent authors, from editing and proofreading to typesetting and book launches.
Lullabies of Love — Shifa Fatima
The idea is
only the beginning.
A content plan needs more than a list of post ideas. I connect the audience, the message, the production plan and the review process.
Research before ideas.
Audience needs, brand voice, account context and what the content needs to achieve. That becomes the direction for the work.
Build a content system.
Translate the direction into pillars, repeatable formats, scripts and a calendar the team can execute.
Lead the delivery.
Prepare the shoot, coordinate the people and guide the creative through production, feedback, approvals and publishing.
Review. Adjust. Repeat.
Review content performance, identify stronger hooks and formats, and use the findings to shape the next round of content.
Words brought me here.
Video keeps me curious.
I’m Hajra, based in Dubai. My work spans India and the UAE, and I have an M.A. in English Literature. I’ve been a writer, editor, marketer and creator—often all in the same week.
Dubai, UAE
House of Shafaq
Social Media Manager · Creative Strategist & Content Production
Managed a portfolio of client accounts across strategy, ideation, scripting, shoot direction, editing, publishing and performance reporting. Worked with client feedback, approvals and a production team to get the work out.
Dubai, UAE
Bin Moosa Middle East Contracting
Digital Marketing Manager & Sales Executive
Created social videos, on-camera presentations, company event content and marketing assets. Built a 500+ client database and generated approximately AED 50K in sales through outreach and relationship management.
Explore the account ↗The earlier chapters: editorial, marketing & freelance work
Aptara Learning · Copy Editor
Edited and quality-checked 1,100+ IEEE research papers for accuracy, structure, clarity and technical consistency, working across teams to meet quality and turnaround requirements.
The Digital Abode · Digital Marketing Intern
Planned calendars and created carousels, posters, SEO web content and video. Used engagement and performance data to refine content, contributing to a 35% increase in engagement.
The Luxury Jewels & Blinglit · Freelance Social Media Executive
Created advertising copy, Reels and influencer collaboration campaigns for jewellery and lifestyle brands, contributing to approximately 40% higher engagement. Developed SEO-focused website content and supported day-to-day brand communication.
Words, sharpened through practice.
Senior Executive, Copy Editing & Content Marketing at Lumina Datamatics (2022); Language Editor at Harbingers Group (2020–2021); freelance book editing projects (2018–2019).
Creative thinking.
A practical toolkit.
The platforms and tools I use across content planning, production, publishing and reporting.
Planning & publishing
Content & production
Web, search & reporting
M.A. English Literature · R.D. National College, Mumbai University
B.A. English Literature · Bhavans College, Mumbai University
HubSpot certifications in Digital Marketing, Social Media Marketing and Email Marketing (2025); Copywriting Masterclass (2023); Digital Marketing and Content Marketing courses (2021–2022).
Continuing learning: Build100 Community, focused on video content.
English
Hindi
Urdu
Fluent across all three.
A good brief.
A little ambition.
Let’s start there.
Hiring a Social Media Manager, Creative Strategist or Content Producer? I bring audience-led thinking, hands-on content production and experience managing the work from the brief to the final delivery.
Let’s talk about the role Download my CV