Alpha invests in incredible companies.

We are always searching for talented people who want to make a difference. Join our extended team.

Content Strategy Lead



Marketing & Communications
Dubai - United Arab Emirates
Posted on Tuesday, May 28, 2024

Careem is building the Everything App for the greater Middle East, making it easier than ever to move around, order food and groceries, manage payments, and more. Careem is led by a powerful purpose to simplify and improve the lives of people and build an awesome organisation that inspires. Since 2012, Careem has created earnings for over 2.5 million Captains, simplified the lives of over 50 million customers, and built a platform for the region’s best talent to thrive and for entrepreneurs to scale their businesses. Careem operates in over 70 cities across 10 countries, from Morocco to Pakistan.

Careem is looking for a talented and creative Content Strategist fluent in English, ideally with strong proficiency in Arabic, to join our dynamic team. The ideal candidate will have a proven track record of developing and executing content strategies that drive engagement, growth, and brand loyalty. This role involves close collaboration with cross-functional teams, including marketing, product, and design and UX research, to ensure content aligns with Careem’s business goals and resonates with our customers.


  • Content Strategy development:
    • Develop and execute a comprehensive content strategy that supports Careem’s business objectives and brand positioning
    • Develop and implement comprehensive frameworks and best practices for content creation, including style guides, workflows, and processes
    • Establish and communicate requirements for content creation, CMS, and governance to ensure content serves the brand and fulfils a defined purpose, vision, KPIs, or other key metric
    • Conduct thorough audience research to understand the needs, preferences, and behaviours of our customers
    • Identify key content themes and topics that align with industry trends and company goals
    • Have a strong grasp of English and adhere to our copy guidelines, and be able to call out instances where we have failed to do so (Arabic in addition is strongly desired).
  • Content Creation and Management:
    • User writing and editing skills to write user interface text that facilitates user navigation, as well onboarding, promos, error messages, instructional materials, and other components of the end-to-end user experience
    • Ensure all content is optimised for SEO and follows best practices for digital content
  • Performance Analysis and Optimisation
    • Monitor and analyse content performance using analytics tools to measure effectiveness and inform future content strategies
    • Continuously optimise content based on data-driven insights and feedback from stakeholders
    • Conduct A/B testing and other experiments to improve content engagement and conversion rates
  • Collaboration
    • Collaborate with designers, researchers, legal, marketing, product managers, and engineers. Influence and adapt to stakeholders and their feedback
    • Participate in user research and use new insights to iterate on a copy that resonates with user needs and delivers delight
    • Facilitate brainstorming, stakeholder workshops, and other collaborative sessions with multidisciplinary teams and stakeholders

What you'll need

  • Minimum of 5 years as a copywriter
  • Whilst strong speaking and writing skills in English are mandatory, Arabic is strongly desired
  • ​​You should be comfortable with a working environment that gives you autonomy and responsibility from day one
  • A strong portfolio of user-focused product writing with writing samples and style guidelines
  • Experienced in shaping content for multi-disciplinary projects;
  • Ability to work methodically under pressure in a fast-paced environment, while maintaining high standards and meeting deadlines
  • Ability to provide and receive feedback, and support and sharpen the creative briefs by having the confidence to ask the right questions
  • Strong written and verbal skills in English - fluency in Arabic is strongly desired (Ideally UAE & Saudi dialect)

What we’ll provide you

We offer colleagues the opportunity to drive impact in the region while they learn and grow. As a full time Careem colleague, you will be able to:

  • Work and learn from great minds by joining a community of inspiring colleagues.
  • Put your passion to work in a purposeful organisation dedicated to creating impact in a region with a lot of untapped potential.
  • Explore new opportunities to learn and grow every day.
  • Work 4 days a week in office & 1 day from home, and remotely from any country in the world for 30 days a year with unlimited vacation days per year. (If you are in an individual contributor role in tech, you will have 2 office days a week and 3 to work from home.)
  • Access to healthcare benefits and fitness reimbursements for health activities including gym, health club, and training classes.