The challenge
Support a wide portfolio of international consumer brands while protecting each brand’s identity, audience relevance and commercial priorities.
New York · Marketing · Social · Brand · Content
HOTAF
ALAWI
Digital MarketingSocial MediaBrand Strategy
I build brands people notice, content people engage with, and digital experiences designed to connect creativity with business growth.
Selected work
Strategy with a visual point of view.
Three distinct brand environments—global consumer brands, a New York engineering firm, and an independently built beauty business.
010203
FMCG & Beauty · 2023–2025
MEDICA
Brand marketing, social strategy, influencer campaigns and performance.
Corporate Brand Transformation · New York City
MIRABAL Engineering
Website, digital identity, content and industry positioning.
Entrepreneurial Brand
Glowupbyhotaf
A beauty business shaped from identity and content through client experience.
Case study 01 · MEDICA
Digital Marketing & Brand Executive · November 2023–January 2025
Building brand attention across beauty, wellness and FMCG.
Sally HansenWet BrushKundalSeptonaBiotenBeeslineOmronDelektiaCarrotenTropicana Slim
+0%
Social engagement
+0%
Online & in-store sales
The strategy
Connect brand positioning, content systems, influencer activity, paid media, website promotions and performance reporting into one marketing view.
The execution
Managed social presence, macro and micro influencer campaigns, UGC, PPC, SEO, campaign graphics, landing pages, billboards and promotional video.
Content & creative
Translated global brand direction into platform-ready campaign assets designed for feeds, Stories, Reels, web promotions and advertising placements.
Influencer marketing
Coordinated macro and micro creator activity with content needs, campaign messaging and audience relevance in mind.
Results
Campaign reporting and performance analysis helped turn creative output into clearer decisions, contributing to the résumé-reported results above.
Selected brand content
Brand touchpoints in context.
As a social media manager, I handled more than seven brands at once, developing creative campaigns around different audiences and brand guidelines. Working at an agency pace, I balanced content, collaborators and sales priorities to help campaigns meet their targets.
Portfolio-wide digital marketing · MEDICA
One portfolio. Distinct strategies for every brand.
At MEDICA, I worked across the brands shown here, often managing more than seven at once. I studied each brand’s competitive advantage, strongest-selling products and target customers, then shaped the message, channels and creative approach around its commercial priorities. I worked directly with brand contacts and managers to understand their needs and carry their guidelines into coordinated online and offline campaigns.
By focusing each campaign on the right audience and product opportunity, I strengthened the brands’ online presence, supported sales targets and achieved strong marketing return on investment.
Visit MEDICA
Making brand presence work harder.
I worked with Wet Brush and other global brands to develop engaging content and connected marketing strategies across digital and offline channels. The work brought brand storytelling and commercial goals together, generating strong engagement and a high return on investment.
Growing with families from day one.
I created engaging visuals for Septona and led online and offline campaigns designed to strengthen the brand’s presence and support sales. The strategy connected with mothers through mom influencers, parenting groups and channels, and hospital touchpoints, guiding them to the website to discover newborn care products. By extending that conversation into everyday family needs, the campaigns gave Septona a relevant place in a mother’s journey beyond the first days.
Matching each skincare story to its audience.
For Bioten’s skincare portfolio, I planned social campaigns and selected macro and micro influencers based on the audience and needs of each product, from teen and younger skincare to anti-aging ranges. I developed online and offline campaigns to reach those distinct markets, created seasonal PR packages for occasions such as Christmas and Mother’s Day, and updated website banners and product content to reflect each campaign. The work connected creator voices, brand visuals and the website into a consistent path from discovery to purchase.
Bringing a Korean brand closer to its audience.
As KUNDAL’s social media brand manager in Jordan, I worked alongside the brand manager to connect the brand’s direction with local audiences. I communicated with the team in Korea to understand and apply its guidelines, managed social content and SEO to improve visibility, and created campaign visuals and billboards for online and offline promotion. I also updated website banners and product content for each season and to announce discounts. Together, these efforts strengthened brand consistency and supported sales targets.
Strategy & analytics
From data
to direction.
I use performance insights to identify which content, messaging, audiences, formats and channels deserve additional investment.
Selected campaign resultsPerformance snapshot
Brand withheld for confidentiality
Engagements1M+
Reach2M+
Website traffic growth+60%
Clicks4K+
Campaign reporting also covered impressions, click-through rate and conversions. Specific figures for those measures are not shown.
Define
Business objective & KPI
Create
Campaign and content strategy
Distribute
Organic, paid, influencer and web
Measure
Analytics and performance
Optimize
Improve the next campaign
MIRABAL Engineering · Website design
Case study 02 · Corporate brand transformation
MIRABAL
Engineering
I created the MIRABAL Engineering website from scratch and helped establish and refine the company’s digital brand presence.
Brand identityWebsite developmentWebsite redesignSocial mediaLinkedIn contentMarketing collateralCorporate communicationsEvent marketingIndustry positioningBusiness-development supportDigital & print consistency
Before
A growing engineering firm needed a clearer, more consistent digital presence.
Strategy
Build a professional brand system grounded in credibility, clarity and New York infrastructure.
Execution
Website, social content, collateral, communications and event-marketing materials.
Digital presence
A more cohesive company story across web, LinkedIn and business-development touchpoints.
Selected work / MIRABAL brand guidelines
From identity to infrastructure storytelling.
I developed brand guidance that makes MIRABAL Engineering recognizable across contexts: logo applications, a defined color palette, a confident and precise voice, and consistent visual direction. I carried that system into digital presence, professional collateral and project storytelling so every touchpoint feels part of the same company.
Identity & voice
Logo variations and a communication style grounded in clarity, confidence and action.
Color system
A focused red, black, white and gray palette to create recognition across formats.
Print & digital
A consistent expression across business cards, LinkedIn and corporate materials.
Project storytelling
An editorial project-sheet format that connects technical information with visual evidence.
Case study 03 · Building my own brand
Glowupbyhotaf
Building my own beauty business gave me direct experience on both sides of marketing: creating demand and being responsible for the customer experience.
The marketer
Make the brand
recognizable.
Brand identityContent strategySocial mediaAudience buildingVisual directionPromotionClient acquisition
The business owner
Make the experience
worth returning to.
Customer experienceClient communicationPricingBooking journeyBrand trustRetentionPartnerships
Instagram / @glowupbyhotaf
The brand in motion.
Explore the page to see the beauty work, visual direction and short-form content behind Glowupbyhotaf. It is where the creative identity meets a direct relationship with clients.
Visit @glowupbyhotafThis work proves that I understand marketing not only from an agency or corporate perspective, but from the perspective of the person responsible for growing the business.
Creative & brand collaborations
Creator thinking, built around the brief.
01
Beauty · Creator Marketing
Silly George
- Campaign
- Ambassador creator campaign
- My role
- Creator & beauty artist
- Deliverables
- Vertical video in 15-second and 30-second edits
- Platform
- TikTok & Instagram Reels
- Creative direction
- Beauty-led short-form content
- Outcome
- Approved collaboration · 90-day usage
02
Beauty · Editorial Collaboration
Parsons thesis project
- My role
- Beauty artist
- Scope
- Soft, natural makeup for 4–5 models
- Setting
- Manhattan studio
- Outcome
- Creative collaboration
03
Next collaboration
Verified case study
to be added.
Brand · Campaign · Deliverables · OutcomeSelected social media work
Context before content.
Selected examples across consumer brands, corporate communications and beauty content.
MEDICA digital storefront
- Objective
- Awareness + conversion
- Platform
- Website
- Audience
- Beauty & FMCG audiences
- Creative approach
- Category and brand presentation
- My role
- Digital content and campaign support
MIRABAL industry content
- Objective
- Credibility + visibility
- Platform
- Audience
- AEC industry stakeholders
- Creative approach
- Clear corporate storytelling
- My role
- Content, design and publishing
Glowupbyhotaf beauty content
- Objective
- Trust + client acquisition
- Platform
- Audience
- Beauty clients
- Creative approach
- Personality-led visual content
- My role
- Creator, marketer and owner
MIRABAL event marketing
- Objective
- Awareness + participation
- Platform
- LinkedIn / Internal
- Audience
- Professional community
- Creative approach
- Timely branded communication
- My role
- Concept, copy and design
New York · Creative + StrategicAbout me
The strongest brands connect strategy, creativity and performance.
I’m Hotaf Alawi, a New York-based digital marketer with 4+ years of experience across beauty, FMCG, corporate marketing, social media and brand development.
My work sits at the intersection of strategy and creativity. I enjoy understanding what makes an audience pay attention, translating a brand’s identity into compelling content, and using performance insights to make the next campaign stronger.
My experience ranges from managing marketing for international beauty and consumer brands to developing the digital identity of a New York engineering firm and building my own beauty brand.
I don’t see content, branding and performance marketing as separate disciplines. The strongest brands connect all three.
Capabilities
A connected marketing toolkit.
Strategy
- Digital Marketing Strategy
- Brand Strategy
- Campaign Planning
- Content Strategy
- Audience Research
- Trend Forecasting
Social
- Social Media Strategy
- TikTok / Short-Form Content
- Influencer Marketing
- UGC
- Community Content
Performance
- Meta Ads
- Google Ads
- PPC
- SEO / SEM
- Google Analytics
- Google Tag Manager
- Campaign Reporting
Creative
- Creative Direction
- Graphic Design
- Photography / Video Content
- Video Editing
- Copywriting
- Brand Identity
Digital
- Wix
- WordPress
- Website Content
- Landing Pages
- Website Branding
Tools
- Adobe Creative Cloud
- InDesign
- Canva
- CapCut
- Meta Business Suite
- Google Analytics
- Google Ads
- Excel
- PowerPoint
Experience
A career built across brands, content and business.
MIRABAL Engineering
Marketing / Project Controls · New York
MEDICA
Digital Marketing & Brand Executive
University of Jordan
Bachelor’s Degree in Marketing
Entrepreneurial and creative work is featured through the Glowupbyhotaf and collaboration case studies above.
Let’s work together
Social media & content
Content should earn attention—and do a job.
Four stories. Different audiences. One approach: make the message matter.
A short edit of work across a KUNDAL brand activation and product reel, MIRABAL Engineering project content, and creator-led beauty video. Each format serves a different audience and purpose, from product discovery to corporate visibility and personal connection.
Social strategy
Audience, platform role, editorial rhythm and measurement.
Content creation
Posts, carousels, Stories, Reels, short-form video and UGC concepts.
Campaign creative
Cohesive visual systems adapted across paid, organic and web.
Community & brand voice
A consistent voice that makes the brand recognizable and responsive.
I approach social media as a business channel—not simply a place to post content.