Bio

Hi, I’m Moe. I’m a copy and content lead originally from Kuwait, currently residing in my adopted home of Düsseldorf, Germany.

My professional obsession with words started back in 2012 when I picked up a Journalism degree from the University of Arkansas. (I was actually a few credits shy of a second degree in Creative Writing before a scholarship deadline forced me back home, but who’s counting?) Back in Kuwait, I quickly realized traditional journalism wasn't quite where I belonged, which pointed me toward the fast-paced world of advertising.

I landed my first agency gig at Impact & Echo BBDO. Three months in, I found myself as the lone English writer who suddenly inherited a mountain of briefs across automotive, food, and retail. It was a baptism by fire that taught me how to find a brand’s voice under pressure and turn it into something people actually want to read.

That foundation eventually pulled me to Dubai. At Impact BBDO Abu Dhabi, I worked on Etisalat, the UAE’s telecom giant, before moving to GTB as a senior bilingual copywriter for Ford and Lincoln. Those years were a masterclass in scale; I was part of launching five major campaigns that ultimately earned me a shortlist spot at Dubai Lynx 2019. After a stint at Leo Burnett MENA, I crossed over to the client side for Expo 2020 Dubai as the head creative writer and assistant marketing manager for the Expo School Programme. There, I spent my days writing everything from VP speeches and presentations to interactive web content that engaged tens of thousands of students and educators.

Then came 2020. Even a global pandemic couldn't stall a relocation, so I packed up and moved to Germany to join trivago as an in-house brand copywriter. Since then, I’ve helped reshape the brand's tone of voice and social media presence, diving into everything from TVC ideation and global outreach to managing networks of writers and transcreators.

Lately, my day-to-day involves navigating the shifting landscape of modern content, specifically figuring out how to integrate AI tools into the creative workflow in a way that’s practical, efficient, and resolutely human.

At the end of the day, I believe good copy isn't about clever tricks or corporate buzzwords. It’s about clarity, empathy, and treating the reader's attention like the finite, valuable resource that it is.