About
Hiba
I work with brands that already have attention and aren't converting it — jewellery, fashion, beauty, hospitality, founders with a point of view, and offers that live entirely on a page.
- Working worldwide
- English · French · Arabic
- Working since 2024
Studio, 2025
I've been on both ends of the sale — running the calls, taking the objections live, then writing the page that should have handled them first.
My background is editorial. Calendars, series, the discipline of publishing something good on a schedule whether or not you feel like it. That habit turned out to be the most useful thing I could bring into performance work — a funnel is just an editorial argument with money attached.
So I work both ends. The strategy: what are we claiming, who are we claiming it against, and which belief has to break for this to land. And the craft: the three-minute VSL, the fifteen-second hook, the long page a stranger reads to the bottom.
I write in English and French, direct shoots in both, build the calendar, and stay through the optimisation — because the version that converts is almost never the first one, and I’d rather be there when we find it.
The scrolls weren’t lost. They were in a place nobody thought to look.
Four rules I don’t break
01
Structure beats sparkle
A beautiful sentence in the wrong position does nothing. Order the argument first and the sentences almost write themselves.
02
Specifics persuade
“We help businesses grow” is a sentence nobody has ever believed. A number, a name, a scene — those get through.
03
One voice, every format
The VSL, the reel, the email and the caption should sound like the same person on the same day. That consistency is the brand.
04
Ship-ready or it isn't finished
Copy without a shot list is homework for your team. The work leaves my desk in a state you can actually film.
On the record
Offers, angles, and why most funnels leak
Say hello
Tell me what isn't landing.
The offer, the traffic, what you've already tried. That's usually all I need to see where the gap is.