Consultancy

Building scalable internal capability.

Majid Al Futtaim XSight Future Solutions, Digital Labs

Establishing a content team for the leading shopping mall, communities, retail, leisure, and entertainment pioneer across the Middle East, Africa and Asia.

Challenge

Operating as an internal 'digital kitchen', Digital Labs were eager to integrate content into their experience design offering to provide a full suite of services to its OpCo's.

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Goal

Solution

I joined the team in early 2021 to launch their content function, enabling services like content strategy, UX writing, copywriting, translations, video production, and photography. The function was fully integrated within the first 12 months of operations. In the first year we took on 12 projects with 7 team members and in 2022 we expanded our offering to also include content upload management, successfully delivering 21 projects with a team of 13 content super stars, more than doubling our revenue from year one.

Key achievements include:

+ Successful implementation, adoption, and growth of the team.

+ Enabling OpCo's to work with an internal partner that understands their business better than an external agency, and enabling faster roll-out.

+ Educating the broader business about the importance of content and leading with a content-first approach to design.

+ Working on seven websites and apps over two years, influencing through content and making a difference.

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