Hello! I’m Sakina – a creative writer, a chai lover and an evolving human-centered problem solver.

Hope you enjoy reading about my journey as much as I've enjoyed living it. 

Over the past 8+ years, I’ve had the opportunity to work with leading brands like Samsung, Colgate, Zurich Insurance and others from FMCG, lifestyle, luxury and tech sectors. 

My strategic content has led to a 50% increase in email conversion, a 4K follower growth and a 470K social reach for top UAE brands. I’ve been fortunate to see my efforts recognized globally, including a 'Global Best 5' award for a campaign that doubled conversion rates. Blending creativity with data insights is what I believe drives results. 

Digital, SEO and CRM copywriting have been my core strengths. But, my yearning for growth and human psychology led me to pursue a Human Centered Design course, refining my UX copywriting skills and deepening my understanding of consumer behaviour. 

While my writing journey continues to evolve, I'm also learning new yoga practices, finding new reads on neuroscience, enjoying everyday small moments

while sipping chai and advocating for a solid 8-hour sleep.