01 · Lead lens
Strategy & Marketing
Positioning, consumer insight, campaign planning, competitive research and integrated marketing.
Hi, I’m Joudi.
I connect people,
brands & experiences.
Marketing strategist and UX thinker. I use different disciplines to solve the same problem: understanding people and building better brand experiences.
basically, I ask “why?” a lot.
The lenses I work through
Marketing isn’t one thing.
Neither am I.
Different disciplines, one problem: understanding people and building better brand experiences. Strategy leads. The rest sharpens it.
02
UX & Digital Experience
UX/UI design and audits approached through both a user and a marketing lens.
03
Research
Academic and market research that helps me understand what’s changing before deciding what to do next.
04
Content & Communication
Copywriting, visual content, brochures, campaigns and creative direction.
strategy first. always.
Digital experience audit
Let me audit
your brand.
Most audits stop at one discipline. Mine doesn’t. I read your site the way your customer does, through UX, marketing, copy and brand at the same time, because a confusing button is also a lost sale, and an off-brand headline is also a broken promise.
- 01
One walkthrough
I go through your site as your customer would, from first impression to the moment they act, or leave.
- 02
Four lenses, every page
Each page is read for usability, value proposition, copy and brand consistency, side by side.
- 03
One prioritized report
A single list of fixes ranked by impact, not four separate sets of notes that contradict each other.
Try it: pick a lens, or see the four most important issues together.
UX lens
“The main button competes with three other actions.”
Marketing lens
“It doesn’t tell me why I should choose you over the next brand.”
Copy lens
“Technically correct. Completely forgettable.”
Brand lens
“Your Instagram feels warm. Your website feels corporate.”
UX
Can people find what they came for in five seconds?
Marketing
Is the value proposition clear?
Copy
Does the headline say why it matters to me?
Brand
Does it look and sound like the brand everywhere?
Selected work · 4 case studies
Every project shows a
different part of how I work.
Selected bits
Smaller pieces, same way of thinking.
EZY.AI homepage
A hierarchy fix: one number leads instead of three competing stats. Tap to compare.
UX + MarketingMeta Ads
Launched with a purpose
Objective, audience, creative testing, and a page that keeps the ad’s promise.
Creative direction
“Why do students love it?”
A student video for LAU CMI. I shaped the concept and the message. (opens YouTube in a new tab)
Before / after · hover
EZY.AI homepage
A hierarchy fix: one number leads instead of three competing stats.
From objective to experience
Hover a stage to see how I think about it.
Meta Ads
Launched with a purpose
Objective, audience, creative testing, and a page that keeps the ad’s promise.
Content & Communications · LAU CMI
One message,
different touchpoints.
At LAU CMI, I worked across digital and physical channels to communicate programs consistently, from website brochures and social media to campus materials and promotional video. The format changed, but the goal stayed the same: make the information clear, relevant, and recognizably LAU.
Not proof I know Adobe. Proof I can execute communication professionally.
Yes, including the blank-canvas part.
Yes, executing communication
professionally
- Role
- Content & Communications Specialist
- Focus
- Content creation · Creative direction · Brand communication
- Channels
- Web · Print · Social · Campus · Video
- Tools
- Adobe Illustrator · Photoshop · Canva
02Social
Programs, made for social.
I was responsible for creating social content that translated CMI programs and opportunities into clear, engaging posts, while maintaining LAU’s visual identity and brand guidelines.
LAU · CMI
LAU · CMI
03Print
Beyond the screen.
I prepared promotional print materials used across campus, at university events, high-school visits and program discussions, turning key program information into materials students could quickly understand and take with them.
Shown: Declare a Minor flyer, with program posters behind it.
Different formats, one brand experience.
Working across these channels taught me to think beyond individual deliverables: the same message has to stay consistent while adapting to where and how people encounter it. The post, the website, the brochure, the flyer someone picks up at an event and the video they see before applying are all part of the same brand experience.
How I think about marketing
Marketing doesn’t end
when someone clicks the ad.
The ad, the website, the copy and the experience all speak for the brand. I look at them together.
01Understand
People + market + problem
02Position
What should we mean?
03Create
What should we say?
04Experience
What happens after they listen?
05Measure
Did it actually work?
06Learn
What changes next?
- 01
Understand
People + market + problem
- 02
Position
What should we mean?
- 03
Create
What should we say?
- 04
Experience
What happens after they listen?
- 05
Measure
Did it actually work?
- 06
Learn
What changes next?
that line moves as you scroll ↓
How I build campaigns
One idea. Every touchpoint.
Built to last.
I build campaigns omnichannel: every place a customer meets the brand tells the same story. I’d rather build something that keeps working than something that trends for a week and disappears.
I build campaigns omnichannel: I map every place a customer meets the brand and make sure each one tells the same story. And I’d rather build something that keeps working than something that trends for a week and disappears.
One brand idea
- Social
- Meta ads
- Website
- Search
- In-store
- PR & influencers
- Email & CRM
- Service
Onebrand idea
Social content- Paid ads · Meta
- Website & landing pages
- Search
- In-store & packaging
- Influencers & PR
- Email & CRM
- Customer service
every touchpoint should sound like the same brand.
What I avoid
Built for buzz
A launch spike, then nothing to come back to.
A big launch spike, then nothing to come back to. Loud for a week, forgotten by the next.
What I build
Built to last
One consistent story, so attention turns into memory, trust and repeat customers.
One consistent story across every touchpoint, so attention turns into memory, trust and repeat customers.
buzz fades. memory compounds.
- 01
Understand
Who is this for, and what should actually change for the business?
- 02
One idea
Find a single idea strong enough to live everywhere.
- 03
Every touchpoint
Adapt it for each channel, from Meta and Instagram to the website and the store, without changing what it means.
- 04
Measure & keep
Launch, read the numbers, keep what works and build on it.
Research
I don’t like guessing.
Research helps me understand the people, context and evidence behind a decision before I decide what the strategy should be.
I need evidence before I believe you.
- 01
Market research
Sizing the space, the players and where the gap actually is.
- 02
Academic research
Reading what has already been tested before assuming anything.
- 03
Consumer behaviour
Why people choose, hesitate, switch and come back.
- 04
Competitive analysis
What others are saying, and what nobody is saying yet.
Research Assistant · Marketing & Management
Working as a research assistant changed how I approach marketing decisions. It taught me to start from a clear question, check what is already known, collect evidence carefully, and let the findings shape the strategy instead of my first instinct.
Credentials · CITI Program
- CITI ProgramCertified
Social-Behavioral-Educational Researcher
Completed 2024
View credential(opens in a new tab) - CITI ProgramCertified
IRB Exempt Research
Completed 2024
View credential(opens in a new tab)
Experience
Where I’ve been.
- Research
- Surveys
- Consumer insights
- Academic writing
Role 1 of 5: Research Assistant, Marketing & Management, LAU · Dept. of Marketing.
Turning complex sources and survey data into clear findings that support evidence-based decisions.
Sep 2025 - Present · Part-time
Education
Different disciplines. One way of thinking.
- CommunicationBALAU · 2022-2025
- Master of Business AdministrationMBALAU · 2025-2027
- UX/UI DesignDiplomaAUB · 2026-2027
A little beyond the portfolio
Away from the tabs, decks and Figma frames… I’m usually cooking or baking.
Experimenting, changing things, making something from scratch, and occasionally pretending I followed the recipe.
I’ve loved being in the kitchen since I was little. I think part of what I enjoy about it is actually pretty similar to what I enjoy about creative work: experimenting, changing things, making something from scratch, and occasionally pretending I followed the recipe.
Apparently I’ve always taken my projects very seriously.
Joudi Lens
Try my lens.
A quick, interactive look at how I approach marketing, UX, brand and copy problems. A small tool built around the framework I actually use.
- 1Choose a lens
- 2Add a little context
- 3Get your snapshot
