I’ve always been interested in the story behind the story.

I was born in the United States and spent part of my life there before moving to Egypt. Experiencing different cultures from a young age showed me that people can see the same thing in completely different ways.

I think that shaped a lot of who I am today. It made me interested in people and in understanding different points of view. Eventually, that curiosity found its way into storytelling.

I studied Multimedia Journalism at The American University in Cairo, with a minor in Rhetoric and Writing. Journalism taught me how to listen and ask the right questions. More importantly, it taught me to look beyond what is immediately obvious to find the story that is actually worth telling.

Today, I’m a Content Manager at MUSE, working across content strategy and communications for clients in different industries and markets.

There isn’t really a typical day. My work can start with figuring out how a brand should speak and lead to developing its messaging, writing an annual report, shaping a company profile or creating content for a campaign. I also work across press releases, articles, websites, social media and other digital platforms.

Before MUSE, I worked across marketing, branding and digital content. I helped develop new websites, worked on brand launches and created marketing communications for businesses across different sectors. Each role added something different to the way I approach content today.

It started with journalism

My professional career began in editorial at Flair Magazine, where I wrote for print and online, conducted interviews and covered events. I also helped develop the magazine’s blog and contributed to its new website. 

That experience still influences the way I write today. Even when I’m working on corporate content, I’m looking for the angle that makes the information meaningful to the person reading it.

And then there’s audio

Audio has always been another important part of my story.

I co-founded Ehky Ya Masr, an independent podcast where I’ve produced audio stories from the initial idea through to the final edit. Podcasting has also taken me into speaking and judging, and given me opportunities to be part of Egypt’s growing audio community. 

My audio work has received three recognitions from the Broadcast Education Association, including two Best of Competition Awards and a Diversity & Inclusion Creative Award.

Over the years, I’ve worked with very different brands and across very different formats. What I enjoy most, though, has stayed surprisingly simple.

I like figuring out what really needs to be said and how to make people care about it.

Sometimes that becomes an article. Other times, it becomes a brand strategy, an annual report, a campaign or an audio story.

The format changes. The reason I do it doesn’t.

Let’s talk!