Tablo Collective partner Maha Barakat is a copywriter who believes that great writing is equal parts logic and magic. Based between the GCC and the internet, she helps brands say what they actually mean and some even refer to her as the copy whisperer.
MBA in marketing with a dangerously sharp BS detector? Got it. Editor for 100K+ readers? Done that. Created copy that made people laugh, cry, and convert in the same paragraph? All in a day's work.
Maha claims her superpower is knowing from a mile away who's genuine and who's not. And she prides herself on gravitating towards awesome people by nature. Most importantly, she knows in a world run by the internet, digital marketing, social media, AI, and automated everything, the most valuable currency is trust.
Before she was the one naming your next popular brand, dishing out STC copy, or composing CRM e-mailers for Canon's 800K+ readers and Dubai Expo presence online and offline, Maha was writing for regional high-end magazines that you actually want to read, ghosting founder bios that made people look smarter than they were, and heading up content teams that didn't hate Sundays. Spending years creating digital newsletters for a logistics champion in the GCC, and interviewing the biggest fashion designers in the world (we won't name-drop, but let's just say her wardrobe didn't disappoint), Maha learned her vibe and carved out a space of strategic, spicy, and smart-as-hell content.
Now, winning in the marketing game no longer relies on just getting and keeping that attention. It relies on gaining trust. "I can write catchy hooks all day and try to persuade people to "buy now", but those skills alone aren't enough in today's world." After her career as a long-time editor, product marketer, strategic thinker, and a total savant of human behavior, Maha launched her own copy house, Story Copywriting. A place where content strategy, marketing, and branding live in one place.
She's built brand voices from scratch, ghostwritten for founders, and turned everything from fashion weeks to fintech (she draws the line at crypto bros) into content worth reading and trusting. Whether it's working with beauty rebels, tech disruptors, wellness startups, parenting platforms, or global publications, Maha makes every word count.
Her work has shaped everything from web copy to ad copy and brand naming to scriptwriting. Allergic to fluff, fluffier headlines, and copy that sounds like it came from a corporate template in 2012, Maha wants to clean up copy with storytelling that makes people pause, nod, and maybe even grin. To Maha, it's not about finding clever words (though she's got plenty of them). Instead, she produces meaningful marketing using the right voice that resonates and offers modern copy that ignites something inside people to feel something and do something.
Fun fact: she rewrites packaging copy in her head for sport.
Not-so-fun fact: she will judge your welcome email.
