calsinclair

Product marketing and brand voice for complicated products. Ten years agency-side, mostly in the Gulf. Some of what I launched didn't exist yet.

Four years as head copywriter on NEOM, where I built the tone of voice from scratch, wrote the guidelines the company worked to, and grew the audience from 2.1 to 4.28 million.

Agency-side across all three Gulf carriers: Emirates, Etihad and Qatar Airways. Global launch copy for Qsuite, the product that reset Business Class, and campaign work for Etihad that helped drive a 118% revenue increase.

Senior copywriter on First Abu Dhabi Bank, including Payit, the UAE's first fully-featured digital wallet, and its Digital Marketplace launch, all through bank compliance. In Web3, an NFT project with Warner Records and Bose.

I also grew my own Instagram from zero to 30,000 in six months, peaking at 2 million monthly views, with no team, no budget and no brand behind me.

Crypto's biggest marketing problem is that almost nobody can explain their own product in plain English. That's what I've done for a decade.

Open to permanent remote roles in product marketing, content and brand.