Details
Skills
Localisation & Cultural Adaptation: Arabisation, transcreation, dialect adaptation (GCC, North
Africa, Levant), RTL support, global-to-local content alignment
Content & Product: Product copy, UX writing, campaign adaptation, tone of voice
development, messaging frameworks, education content tailoring
AI & Machine Translation: Prompt engineering, machine translation post-editing (MTPE), LLM
evaluation and optimisation, RLHF, AI-assisted workflows → Prompt engineering and MTPE
workflow design, delivering consistent 40–60% efficiency gains.
Cultural risk prevention: Saved multiple launches from PR disasters
Strategy & Governance: Arabic style guides, glossaries, terminology management, linguistic
strategy for Arabic variants, localisation best practices
Tools & Platforms: Smartling, Phrase, WorldServer, XTM, SDL Trados, Localazy, JIRA,
Confluence, Wrike, Notion
About
Companies hire me when “good Arabic” is no longer enough and they need the version
people actually notice, screenshot, and share. Native Arabic speaker and senior localisation
specialist with over 15 years of experience delivering hyperlocalised, culturally resonant
product experiences, marketing content, and user interfaces for MENA markets.
Raised in Dubai with deep UAE family roots spanning three generations since the 1940s, I
bring an innate understanding of Gulf culture and consumer expectations. Expert in Arabic
variants including Modern Standard Arabic, Emirati, Saudi, Egyptian, and Levantine dialects,
enabling precise adaptation of global messaging, campaigns, and product experiences so
they feel natural and intuitive across diverse MENA audiences.
Proven leader in identifying localisation improvements, developing tone of voice strategies
and style guides for Arabic variants, providing cultural insight to global teams, and optimising
workflows with AI and MTPE to improve clarity, engagement, and efficiency. Thrive in
collaborative, cross-functional environments, championing MENA user needs and driving
product growth through linguistic precision and culturally informed adaptation.
Profile Photo
