Turn Insights into Action& Action into Results.
I build strategies at the intersection of business, brand, and technology, helping brands move from research and ideas to clear execution, stronger positioning, and measurable growth.
11K+
LinkedIn followers grown organically
80%
Boost in social media reach & engagement
40%
Website performance improvement
60%
Sales growth across integrated campaigns
A strategist who thrives in the space between ambiguity and clarity.
Duna is a strategist who turns ambiguity into direction and ideas into real outcomes. At WUDUH Global, she built an employer brand from the ground up, growing it to 11,000+ followers, supporting hundreds of hires, and shaping campaigns that attracted millions in investment.
Her experience spans marketing strategy, brand reputation, website optimization, SEO, customer journey mapping, and product-aligned prioritization. Across all of it, her focus remains the same: understanding what businesses need, what customers actually care about, and how to connect the two in a way that works.
She thinks in systems, works across functions, and knows how to turn complex analysis into clear next steps. Today, she is building at the intersection of strategy, technology, and customer experience — where the most interesting problems live.
Based in Amman, Jordan · BA Business Management, University of Jordan (3.66 GPA)
Problems I solve
If any of these sound familiar, that's exactly the kind of work I love.
“We've grown, but our brand still looks like the startup we used to be.”
Reposition the brand so its identity matches where the business is now — and where it's headed next.
“We have a strong product, but the market isn't paying attention.”
Build positioning and messaging that make the value obvious to the people who matter most.
“Our marketing is busy across every channel, but it doesn't add up to a story.”
Turn scattered activity into one coherent, omnichannel strategy with a clear narrative.
“We're about to launch, and there's no real plan behind it.”
Design a structured go-to-market plan — audience, message, channels, and milestones.
“We're not sure who our customer actually is anymore.”
Map the real customer journey and surface what they genuinely care about.
“The team is working hard, but pulling in different directions.”
Translate complex analysis into clear priorities the whole team can rally behind.
Core Skills
Business Strategy
Aligning goals with operational realities.
Marketing Strategy
Developing effective acquisition plans.
Brand Positioning
Crafting distinct market identities.
Market Research
Uncovering actionable insights.
Customer Experience
Mapping and improving user journeys.
Product Thinking
Connecting features to user value.
Competitive Analysis
Identifying market opportunities.
Content & Messaging
Ensuring consistent brand voice.
Digital Growth
Driving measurable online scaling.
Stakeholder Comms
Aligning cross-functional teams.
Featured Work
Brand Reputation Strategy
Challenge: A regional brand facing trust erosion.
Approach: Conducted stakeholder audits, repositioned messaging, developed a trust-rebuilding content roadmap.
Impact: Improved brand sentiment and cross-channel consistency.
Website & SEO Optimization
Challenge: Low organic traffic and poor conversion rates.
Approach: Conducted content gap analysis, keyword research, UX audit, and implemented on-page SEO improvements.
Impact: Increased organic reach and improved user journey clarity.
Customer Journey Mapping
Challenge: Disconnected touchpoints across a customer lifecycle.
Approach: Mapped end-to-end journeys, identified friction points, and recommended CX improvements.
Impact: Clearer cross-team alignment and improved retention strategies.
App Feature Prioritization
Challenge: Backlog overload with no clear prioritization framework.
Approach: Applied impact/effort scoring, conducted user research synthesis, and built a prioritization matrix.
Impact: Focused roadmap with stakeholder buy-in.
Trusted by Leaders
We had a complimentary session, and I had a really positive experience throughout it. Beyond the value of the discussion itself, what truly stood out to me was Duna's openness and the genuine care she showed during the session. Duna was very well organized and respectful of time, and her experience was clearly reflected in the confident and thoughtful way… view more
Hala Tou
Business Development Manager, Growth & Strategic Partnerships
I had the pleasure of working with Duna at WUDUH, where she consistently demonstrated a rare blend of strategic thinking, creativity, and data-driven execution. Duna has a strong ability to turn insights into clear, actionable strategies. She played a key role in strengthening the employer brand, driving engagement across digital channels, and supporting… view more
Ibrahim BaniSaeed
Product Director, Travel Technology & Payment Solutions
I had the absolute pleasure of working with Duna from last year into early this year, and she remains one of the most talented people I've collaborated with. She brings sharp insight, wit, and creative clarity into every project, and she does it with remarkable grounding and organization. Whether we were ideating social content or developing larger, more… view more
Mai Al Khouri
Copywriter & Content Writer, Leo Burnett/CATS
I've had the privilege of knowing very few people who truly uphold such strong work ethics, and she is one of them. Her passion for her work doesn't just drive her forward, it inspires everyone around her to aim higher. She consistently gives 100% while still striving for more. She is extremely organized, goal-oriented, and crystal clear about what she… view more
Rahaf Karawi
Marketing Coordinator & Biotechnologist
Duna is hands down one of the most impressive individuals I have ever worked with. She consistently delivers not just what's expected, but rises 200% above it, setting a standard of excellence that inspires everyone around her. What makes Duna remarkable is her ability to help entire teams when clarity is needed, elevating the work of the team through… view more
Lubna Shaheen
Multidisciplinary Industrial Designer, Branding & Market Execution
I had the pleasure of working with Duna last year, and I was truly impressed by her dedication, eagerness to learn, and the energy she brought to the team. What stood out most was her ability to adapt quickly, take ownership of her tasks, and consistently deliver high-quality work. She never shied away from challenges and always approached new projects… view more
Ehab Al-Hakawati
Engineering Strategist & AI Researcher, FinTech & E-Commerce
If you ever have the extraordinary luck of crossing paths with Duna, do not let her go. I first met her when she joined us as a summer intern at the U.S. Embassy; a first-year university student at the time, walking into a world of high-stakes diplomacy, public engagement, and policy complexity with nothing but quiet confidence and deep curiosity. By the… view more
Alaa F. Mufleh
Strategic Intelligence & Foresight — Policy, Power & Innovation
Duna was truly outstanding. She believes in teamwork, constantly pursues growth, and brings a creative and distinctive mindset. Most importantly, she consistently demonstrates strong follow-up skills and a high level of commitment. I truly wish her much success and all the best in the future.
Alaa Jarrar
CEO, Jo Academy | EdTech Innovator
Services
Market & Competitor Research
Comprehensive analysis to uncover white space.
Brand Positioning & Messaging
Distinctive identity development.
Go-to-Market Strategy
Structured launch planning and execution.
Customer Journey Analysis
End-to-end touchpoint optimization.
Product & Feature Prioritization
Data-backed roadmap decisions.
Strategic Presentations & Reports
Executive-ready documentation.
Digital Growth Recommendations
Actionable scaling initiatives.
Content & Omnichannel Strategy
Cohesive storytelling across every channel.
Business, Interpersonal & Marketing Workshops
Hands-on training to upskill teams.
Want to see the full picture?
Download my resume for a detailed look at my professional experience, education, and credentials.
Download ResumeHave a project in mind? Let's talk.
Let's discuss your next strategic move.
Whether you're looking for consulting services, have a project in mind, or just want to connect, I'd love to hear from you.