Rowan Ashraf
Who is she?
A passionate content creator that has transitioned into the world of content marketing, where I've partnered with prestigious clients to transform their marketing strategies. Through this journey, I've immersed myself in the complexities of the field, exploring innovative ways to connect with diverse audiences. Alongside this, I've cherished the opportunities to impart my knowledge and insights through mentoring and consulting, guiding others as they navigate the ever-evolving journey of content marketing.
Work
Experience
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Digital Storyteller
2018-2019
Headed the graphic design department; built UTURNs Snapchat channel visual identity and designed all visual content that went live.
Established and grew UTURNs Snapchat channel to garnering an average of 10-8M views per story.
Brainstormed, shot, acted, edited, designed and published short form content five times a week on UTURNs Snapchat channel.
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Managing Editor
2019-2020
Managed a large team of content creators, designers and editors in order to facilitate a cohesive work environment in all regional offices.
Organized biweekly meeting with the analytics team to reinterpret their readings and create data driven content, optimizing original and branded content for the appropriate audience.
Created and executed diverse production budgets and timelines for various digital shows.
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Content Lead
2020-2022
Established UTURNs presence on TikTok through the first regional recruitment campaign of Saudi content creators with more than 38M views and 400% growth.
Surpervised the development of the yearly content strategy and monthly content calendar for all of UTURNs platforms
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Content Manager
2022-2024
In charge of the digital content department in the media agency, provided clients with unique content marketing solutions.
Managed and developed social strategies for new businesses and current client portfolios
My Clients
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FMGC
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Entertainment, Tech & Telecom
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Retail & Personal Care
Let’s see clients’ success stories!
UTURN SNAPCHAT
In 2018, we launched UTURN Snapchat channel, featuring entertaining content reflecting Saudi pop culture. With a focus on engaging content and seamless brand integration, we found the perfect balance to captivate our audience. Our unique and ahead-of-its-time content garnered exceptional engagement, surpassing even Snapchat's benchmarks. Within two and a half years, the channel gained 2.6 million followers.
UTURN TIKTOK
In 2021, we launched the UTURN TikTok channel with a unique recruitment campaign. Content creators were invited to participate in a hashtag challenge, with select winners joining our TikTok team. This strategy, leveraging existing platform expertise, propelled our channel from 0 to 1.8 million followers within 18 months.
Deezer X UTURN
Deezer, new to the market (at the time), aimed to broaden its presence in KSA. Utilizing our Snapchat channel, we crafted engaging native content that yielded outstanding results. Over a five-month collaboration, Deezer experienced a remarkable 90% surge in daily users. In addition to that, our ads for Deezer achieved a groundbreaking 51% completion rate, setting a new standard in effectiveness for Snapchat.
Riyadh Season
The most extensive collaboration on UTURN's Snapchat platform to date occurred with the Saudi General Entertainment Authority. Together, we created 12 takeovers on our channel, spotlighting the diverse activities and destinations available during the Riyadh Season. Through firsthand experiences, we showed the excitement and enjoyment awaiting visitors. Our ads featured clear calls to action, resulting in substantial ticket sales.
Head & Shoulders
Head and Shoulders approached us to participate in their campaign, emphasizing the message 'Don't let dandruff make a fool of you.' We created humorous sketches inspired by trending topics and relatable situations that individuals with dandruff might find uncomfortable. Additionally, we developed informative visuals to assist those dealing with dandruff in managing and treating the condition.
Arla Milk
Initially, Arla reached out to us to promote their Organic Milk. We developed highly engaging and relatable skits that proved to be immensely successful for both parties. Impressed by the results, Arla continued to collaborate with us on multiple occasions, promoting various products across different platforms. Here, you'll find examples of ads we created for Arla Organic Milk, Puck Cream, and Puck Cheese Squares.
McDonalds
McDonald's approached us to devise an awareness campaign celebrating their loyal customers. We crafted a Twitter video challenge where participants tasted various McDonald's burgers blindfolded. The person with the most accurate guesses earned the title of "The McDonald's Master," receiving a special reward.
Benefit
Benefit approached us to develop and produce the concept for their annual Ramadan YouTube Show. The idea was to create a Benefit bus that tours across various cities in Saudi Arabia, connecting with local influencers and content creators. Together, we explored the vibrant and traditional aspects of Saudi culture through engaging activities and experiences.
TikTok Academy
A collaboration between TikTok and UTURN, where we crafted a series of educational content designed to elevate your TikTok game. Our series comprises six insightful videos per content category, each meticulously curated by specialized creators. Encompassing 11 diverse categories including Fashion, Gaming, Music, Technology, Food, Photography, Comedy and more, we delved deep into both technical and creative challenges encountered during content creation, offering comprehensive step-by-step guidance.
Achievements
Workshops
TikTok Workshop ‘21
Gave a workshop to TikTok content creators on the best practices to ideate and produce content
Snapchat Content Partner ‘20
Gave a workshop to Snapchat partners on content creation and creative thinking
Panels
Snap Forward ‘19
Participated as a panelist discussing the future of Mobile Video and Vertical Mobile Storytelling
Certifications
Young Arab Media Leaders ‘19
Certified for completing the 3rd edition of the program and acknowledged by his Highness Sheikh Mohamed Bin Zayed AlNahyan
The Magic Menu
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Embark on your social media journey or level up your online presence with tailored content creation services.
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If you've hit roadblocks in your content strategy or feel it's time for a fresh start, let's collaborate to revamp your approach and unlock new opportunities.
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From platform-specific strategies to maximizing virality, I'll lead you through each step for impactful results.
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Assisting you in creating and managing content calendars to ensure consistent publishing schedules and strategic content planning.
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Offering analytics and reporting to track content performance, analyze audience engagement, and identify areas for improvement.
DONT BE SHY SAY HI
DONT BE SHY SAY HI
Whether you're a client, company, fellow creator, or just trespassing, I'm open to exploring roles, collaborations, or simply enjoying a matcha together.
Connect to create
rowanashraf.m@gmail.com