Jinan Alkubaisy

leads the strategic and creative development of written content across all social media platforms. This role oversees the tone of voice, storytelling, and messaging consistency to strengthen brand identity and engagement across digital channels. The postholder manages a team of copywriters and collaborates closely with design, strategy, and social media teams to deliver compelling and effective campaigns.

Key Responsibilities

Creative Leadership

Define and evolve the brand’s tone of voice across all social channels (e.g. X, Instagram, LinkedIn, TikTok, Facebook).

Lead the creation of copy concepts and campaign narratives that drive engagement and align with brand strategy.

Oversee creative copy for paid, owned, and earned social media campaigns.

Team Management

Manage and mentor a team of copywriters and content creators.

Conduct regular reviews to ensure copy meets brand standards and campaign objectives.

Foster a collaborative environment between copy, design, and strategy teams.

Content Strategy

Work with the Head of Social and Head of Brand to define content pillars and messaging frameworks.

Develop content calendars, social storytelling plans, and campaign messaging guides.

Analyse performance data and audience insights to refine copy and content strategies.

Quality & Consistency

Maintain editorial excellence across all social touchpoints.

Ensure copy aligns with brand tone, accessibility standards, and cultural relevance.

Review and edit all major campaign content before publication.

Stakeholder Collaboration

Partner with marketing, product, and PR teams to ensure unified brand messaging.

Present creative concepts to senior stakeholders with confidence and clarity.

Liaise with agencies and freelancers when required.

Key Skills and Attributes

Exceptional writing, editing, and storytelling skills.

Deep understanding of social media trends, algorithms, and platform nuances.

Strong leadership and people management experience.

Ability to interpret analytics and translate data insights into creative decisions.

Strategic thinker with a hands-on creative approach.

Excellent communication and presentation skills.

Comfortable working in a fast-paced, deadline-driven environment.

Social service  – Sharjah/ UAE

October 2007- February 2025

Lead the creative direction and execution of all social media copy across multiple platforms (Instagram, X, TikTok, LinkedIn, Facebook).

Define and uphold the brand’s tone of voice, ensuring consistency across paid, owned, and earned channels.

Collaborate with designers, strategists, and marketing teams to deliver cohesive, high-performing campaigns.

Manage and mentor a team of copywriters, providing feedback, performance reviews, and development plans.

Analyse social performance metrics and audience insights to refine content strategy and storytelling.

Oversee campaign messaging from concept through delivery, maintaining brand integrity and cultural relevance.

Partner with product and PR teams to craft messaging that drives engagement, awareness, and conversion.

Spearhead creative testing (A/B copy testing) to optimise content effectiveness.

Present campaign concepts and creative strategies to senior stakeholders and clients.

Key Achievements:

Increased engagement rate by 30% within  6 months through refined copy strategy and tone development.

Developed brand voice guidelines that were adopted across all marketing channels.

Led a team that delivered 25 + successful social campaigns annually, improving campaign ROI by  25%.

1- Safeguard level 5 

2- Leadership train education 

3- MBCHB