Full-time Writer, Part-time Dreamer.
About
Hi, I'm Shifa. I want to write copy that makes you do more than click. I want to make you feel something.
I'm a Content & Automation Specialist at a Dubai-based performance marketing agency, working across copywriting, email marketing, WhatsApp automation flows, video scripts, social media, and landing page strategy. Four years in, and the work keeps getting more interesting.
I spent eight months researching how generative AI is reshaping the creative industry while working full-time, and graduated with a Distinction in MSc Marketing Communications & Brand Management. The research made me more certain of one thing: the human behind the words still matters.
Good copy isn't about sounding smart. It's about making the person on the other end feel seen. Born in India, now based in Dubai. I started writing when I was fourteen, and I'm still surprised I get to do it for a living.
What I Do
Tools
Education
Writing
Why You Should Have Multiple Identities
Just as an investor benefits from diversifying the stocks in their portfolio, we too benefit from diversifying the sources...
Protect Your Brain Before It's Too Late
We treat creativity as a mythical force, or as a simple outcome of putting in the right ingredients. But the truth is, it's neither.
The Death of the Author
When I first read the phrase "The Death of the Author" in a research paper, I found it strange. It disturbed me. How can authors be dead?
Why Writing Frustrates Me
I as a writer, am deeply disturbed and terrified by writing. Not only it is the one thing that requires the most effort from me, it's also the one thing I cannot leave behind.