Ruba Al Masri

Devise plans and strategies which delivers key target objective; manage department, staff, and processes.
Successfully carry out software developers, Copywriters, and UI activities to ensure careful adherence to
predetermined strategies. Shouldering with the overall accountability of delivering insights on which website page templates to be used for particular pages depending on the content agreed upon with MARCOMs and UX/UI Team.
Successfully revamped old pages and outdated pages on du. ae to new layouts aligned with product owners and UX/UI team and dev team, delivery managers
Function with the User Experience (UX) team to get the final page template and to ensure a better user experience and a smooth content journey by using the correct format and layout that provides the optimal user journey
Take ownership of the project and big launches and publish via CMS/Hybris, revamp old template to new templates per agreement with segments and product owners.
Dexterously communicate with Marketing communication (MARCOMs) and Product Owners; where they brief the digital team and the Creative Agency about their campaign, product or service launch.
Successfully enhance Arabic content across our critical channels like du. ae website, my Account and du app; employ SEO principles to maximize the content’s reach.
Provide teams with media usage, trends and innovations for assigned digital media channels.
A highly dynamic and focused senior Digital Content Specialist with a reputation of 8+ years of embedding high-performance culture by implementing progressive practices; presenting extensive experience across various verticals of Digital Content management for developing approaches that motivate teams individually and financially to exceed organizations strategic business objectives combined with creative, innovative and forward-thinking leadership leveraged in advancing efficiency of critical business operations.
Supervise direct reports in the performance of their duties; complete performance reviews and provides feedback to direct reports. Invaluably contributing to training staff and ensuring all training activities are completed on a timely basis as per the organizational guideline.

Accountable for leading quality audits (internal/external) and managing the integrated quality-related tasks; mentored others in quality assurance activities and project onboarding.
Successfully looked after all activations, banners, new areas, cuisines, marketing plans- if implemented as per the agreed plan.
Reviewed all documents submitted by sales
Approved/ rejected Restaurants through Salesforce; checking layouts for mistakes and reporting them -if
any- to IT department.
Resolved all inquiries regarding the quality of content matters; designed test scenarios and prepare required
Digital UAT documentation. Accountable for approving the banners in the Arabic Language; translating &
creating other Arabic content for other departments when required.
Successfully handled the Digital UAT test Plans and environment liaising with the release management team to
ensure the UAT environment is up to date with release available.
Carried out the performing Digital UAT tests and provide reports on results to relevant parties.

Entrusted with the overall accountability of creating and editing content; developed test layouts, and reported any issues/bugs to the IT department. Proofread and edit posts before publication; wrote clear marketing copy to promote products/services
Reinforced GCC marketing team creating promotional messages to be projected in the online marketing channels
Responsible for following and analyzing all reports through CRM; imparted Training to the e-commerce team and create a guideline on how to use the website content management system
Participated in weekly meetings with the whole content team in GCC, Jordan and Lebanon
Provided SEO analysis & provided the recommendations in coordination with elements and structure of
websites and web pages by using Google AdWords
Ensured all-around consistency (style, fonts, images and tone).

Accountable for creating content; translating content from English to Arabic and from Arabic to English.  Updated content on daily basis.
Ensured that content meets the company or client's needs, and follows our in-house style guide.
Worked with the graphic design team to ensure a user-friendly experience.
Collaboratedwithco-workers and come up with fresh, creative content ideas, keeping our audience in mind.

Developed and edited content on a daily basis.
Reviewed layouts and reporting any issues to the IT department. Responded to all inquiries regarding content
matters.
Organized, modified and updated existing content. Verified content and information.
Translated and created Arabic content for other departments when required.
Provided SEO analysis and recommendations in coordination with elements and structure of websites and
web pages by using Google Ad Words.