Portfolio
Here’s a selection of my work across digital marketing, SEO, email campaigns, copywriting and creative projects.
Portfolio Overview
Digital Marketing & SEO
AFEA Group — Web Content Manager (2024–2025)
At AFEA Group, I worked across a large network of casino and sports betting affiliate websites, producing SEO-focused content and supporting the launch of new pages and product templates. My role combined digital marketing, SEO writing, localization and UX-aware copy for both live websites and Figma design layouts.
Key contributions:
- Created SEO-optimized landing pages, product reviews and promotional content.
- Localized and adapted copy for different markets and languages.
- Wrote and refined text directly inside Figma templates for new website designs.
- Updated existing pages to improve keyword alignment, clarity and engagement.
- Ensured consistent tone and quality across 100+ affiliate properties.
- Collaborated with designers and marketing teams to align messaging and UX flow.
Tools used:
WordPress, Strapi, GA4, Google Tag Manager, Figma, Google Keyword Planner, SEMrush, Trello, Jira
Barattson — Content Manager (2023–2024)
At Barattson, I worked on content strategy, website updates and email marketing campaigns aimed at promoting courses and re-engaging students.
What I worked on:
- Planned and executed targeted email marketing campaigns using HubSpot and Mailchimp.
- Created newsletters, promotional emails and automated sequences for learner engagement.
- Used CRM segmentation to target inactive users and improve open/click-through rates.
- Updated and optimized website content in WordPress to match campaign goals.
- Monitored performance through campaign analytics and CRM insights.
Tools used:
HubSpot CRM, Mailchimp, WordPress, Google Analytics, basic automation workflows
OK Media — SEO Blog Content (Project)
For OK Media, a web design and digital solutions company, I wrote SEO-optimized blog articles to increase visibility for services such as website creation and digital marketing. These posts continue to rank in top Google positions for competitive keywords, driving long-term organic traffic.
What I worked on:
- Wrote SEO-optimized blogs aligned with OK Media’s service offerings.
- Targeted strategic keywords such as “veb sayt hazırlamaq” and “call to action nədir.”
- Applied on-page SEO best practices (structure, headings, meta descriptions).
- Translated complex web and marketing concepts into simple, clear explanations.
- Focused on evergreen topics to ensure long-term search performance.
Impact:
- Articles achieved top rankings on Google for high-intent keywords.
- Improved OK Media’s visibility in the web development and digital marketing niche.
- Helped position the brand as a trusted source of digital solutions knowledge.
Example SERP results:
Tools used:
Google Keyword Planner, Google Trends, WordPress CMS, Google Docs, SEMrush
DIV Academy — Advertising Copywriter (2022–2023)
What I worked on:
- Wrote ad copy and landing page content focused on conversion.
- Contributed to automated email workflows and retention campaigns.
- Assisted in message testing for different audience segments.
Tools used:
Mailchimp, Google Ads, Google Analytics, WordPress
Honours Academy — SEO Blog Project
For Honours Academy, I wrote over 50 long-form SEO blogs covering finance, certification programs and education topics. These articles continue to rank in the top Google positions (#1–#3) for high-intent keywords, helping the platform attract consistent organic traffic and build authority in the finance education niche.
What I worked on:
- Wrote 50+ evergreen, keyword-targeted blogs on finance and certification topics.
- Performed keyword research and aligned topics with audience search intent.
- Applied on-page SEO best practices (headings, internal linking, meta descriptions).
- Structured long-form content for readability and high engagement.
- Collaborated with the marketing team to select strategic, high-value topics.
Impact:
- Multiple blogs ranking #1–#3 on Google for competitive keywords.
- Strengthened Honours Academy’s authority in the finance education category.
- Delivered evergreen articles that continue to generate traffic years later.
- Improved organic visibility for key certification searches (CIMA, ACCA, CFA, etc.).
Example SERP results:
Tools used:
Google Keyword Planner, Google Trends, WordPress CMS, Google Docs, SEMrush
Copywriting & Social Media Work
Honours Academy — Valentine’s Day Social Media Campaign
I created a themed social media post for Honours Academy by combining the idea of Valentine’s Day with a financial angle. The goal was to educate students about the money behind Valentine’s Day spending while keeping the content visually engaging and on-brand.
What I worked on:
- Developed the creative concept linking Valentine’s Day to financial insights.
- Provided design direction for the “origami heart made of money” visual.
- Wrote the heading and caption: “February 14: The Money Behind the Love.”
- Researched relevant financial facts to make the post educational and engaging.
- Collaborated with the design team to produce a clean, eye-catching graphic.
Impact:
- Achieved an 18% engagement rate, above the page average.
- Helped gain 100+ new followers during the campaign period.
- Increased overall page reach by 35%.
- Received positive audience feedback for creativity and relevance.
Campaign visual:
Honours Academy — Women’s Day Campaign: “Women Leaders in Finance”
For International Women’s Day, I created a themed social media post highlighting influential female leaders in finance. The campaign aimed to challenge stereotypes in the industry and inspire students by showcasing real-world examples of women in leadership roles.
What I worked on:
- Developed the concept of featuring women leaders in global finance.
- Provided design direction using the symbolic “8” of March 8th, filled with portraits of finance leaders.
- Wrote the heading and caption: “Women Leaders in the World of Finance.”
- Researched notable female figures to feature, ensuring authenticity and relevance.
- Collaborated with the design team to create a clean, impactful visual.
Impact:
- Helped gain 120+ new followers during the campaign period.
- Increased page reach by 40%.
- Received strong positive feedback from female students and followers.
- Strengthened Honours Academy’s image as an inclusive and forward-thinking institution.
Campaign visual:
Be Talker Language School — “YAY!” Summer Campaign
I created the “YAY!” summer campaign for Be Talker Language Courses, playing on the dual meaning of the word “Yay”: in Azerbaijani, it means summer, and in English it’s an expression of excitement. The goal was to promote a 50% discount on English courses through a fun, memorable concept tied to language learning.
What I worked on:
- Developed the campaign concept based on the dual meaning of “Yay.”
- Wrote the tagline “Yay [jei] – an exclamation of joy,” giving the post a vocabulary-learning feel.
- Crafted messaging that highlighted the 50% summer discount.
- Provided design direction for a bright, energetic visual style featuring a cheerful student.
Impact:
- Became one of Be Talker’s most successful seasonal promotions.
- Drove strong engagement on social media and local ads.
- Generated 30+ new student registrations for the summer English courses.
Campaign visual:
Div Academy — “This Time Google Will Search You” Seminar Campaign
For a seminar featuring a Google software engineer, I created the bold campaign slogan “This time Google will search you”. The slogan flipped the idea of “searching on Google” into “being searched by Google,” creating a memorable wordplay that instantly communicated the seminar’s purpose and drew strong interest.
What I worked on:
- Developed the motivational slogan “This time Google will search you.”
- Crafted messaging that positioned the event as a gateway to global career opportunities.
- Provided direction on how the messaging should be presented visually and contextually.
- Focused on an empowering tone to resonate with students and early-career professionals.
Impact:
- Generated 200+ seminar registrations, surpassing expectations.
- Received positive feedback from participants and marketing professionals for the slogan.
- Strengthened Div Academy’s positioning as a forward-thinking, career-oriented institution.
Campaign visual:
ANIMAFILM Festival — “Spirited Away” Trailer Campaign (KYNO Project)
I created a promotional trailer and social media campaign for the ANIMAFILM Festival screening of Hayao Miyazaki’s Spirited Away. The goal was to build excitement and help fill one of the largest cinema halls in Baku.
What I worked on:
- Developed the creative direction for the trailer using iconic scenes from the film.
- Edited the trailer as an Instagram Reel optimized for reach and engagement.
- Wrote the caption and messaging, tying nostalgia to the event announcement.
- Coordinated timing and posting strategy with the KYNO team.
Impact:
- 35,000+ views
- 2,800+ likes
- 136 comments
- 749 shares
- 605 saves
- Reached 27,977 accounts with 4,339 interactions
- Contributed to a sold-out cinema hall for the screening
Campaign visual:
Creative Campaign Concepts
“Single Awareness Day” - Concept Script for a retail company
Brand: Large retail chain (Walmart / Target / Carrefour / etc.)
Theme: Valentine’s Day
Tone: Relatable, humorous, lightly ironic
Format: Short commercial (30–45 seconds)
Insight:
Valentine’s Day advertising often ignores people who are single, even though they’re a huge part of the audience. But spending quality time — with friends or alone — is just as valid as celebrating with a partner.
Concept:
Flip the typical Valentine’s Day narrative by telling a “relatable loner” story inspired by the trendy “literally me” characters. Show that the store is a place where everyone can treat themselves, not just couples.
Script
Visual reference (mood & framing):
Scene reference for tone and composition. Used only as a visual mood reference.
Opening scene — Exterior, evening.
Two people sit in a “Fight Club–style” pose by the windows of a supermarket.
The person on the right (P1) starts speaking.
P1:
“Did you know today is Valentine’s Day?”
P2 (off-screen):
“No idea. How did you remember?”
P1:
“The cashier reminded me. Thought I was celebrating.”
P2:
“Why? What did you buy?”
Flashback sequence
P1’s voice continues as we follow him walking through the store.
P1 (VO):
“Nothing special… I just saw that chocolate we love, so I grabbed it.”
— P1 picks up a heart-shaped box of chocolates.
P1 (VO):
“Then I walked past the drinks aisle… wine was on sale, so I got one.”
— P1 checks a few bottles and chooses one.
P1 (VO):
“And since the power goes out at my place sometimes, I grabbed some candles.”
— P1 takes tall candles from the shelf.
P1 (VO):
“Oh, and you told me to get soap last week, so I picked that up too.”
— P1 grabs a bar of soap. A subtle Fight Club reference.
Checkout scene
The cashier smiles.
Cashier:
“Getting ready for a special day, huh?”
P1:
“…What?”
Cashier:
“Valentine’s Day! Great choices.”
P1 panics slightly.
P1:
“Y-yeah. Sure.”
The cashier hands him the bag.
Cashier:
“Happy Valentine’s Day!”
P1:
“Uh… thanks.”
Back to the opening scene
We now see that no one is sitting next to P1.
He’s been talking to himself the whole time.
He holds the wine bottle toward the empty space.
P1:
“Why does everyone act like you need a partner to have a good time?
Can’t we just enjoy the day with friends? Or by ourselves?”
He drops the bottle accidentally and it hits the ground.
P1:
“…Right?”
Cut to black.
Final Message
“Whether it’s for your partner, your friends, or just yourself — we’re here for you.”
Brand logo appears.
Why this concept works
- Flips the usual Valentine’s Day narrative
- Uses relatable humor + cultural references
- Shows real product categories naturally
- Appeals to singles without alienating couples
- Positions the brand as inclusive and human
- Fresh tone, strong emotional payoff
Silent Escape – Concept Script for a Book Café
Brand: Book Café Theme: Silence in the middle of a noisy city Format: 30–40 seconds Tone: Clean, minimal, realistic
Script
The film opens in a busy city center. A man walks through crowds while the surrounding noise quickly becomes overwhelming. Cars, conversations, random shouting, street activity, and urban chaos all blend together into a loud and stressful atmosphere. He’s breathing tightens and they look clearly overstimulated like he’s having panic attack.
He lost his control and steps inside the first door he saw without thinking.
As soon as he enter the book café, the sound stops. The room is quiet. People are reading, working, and drinking coffee without any noise or chatter. The atmosphere is calm and steady. He immediately relaxes.
The camera slowly pulls back, showing the café in the middle of the busy city. The existing café logo is visible on the door.
Final text on screen
A quiet place in the loudest part of the city.
Why this concept works
- Creates a clear contrast between chaos and calm
- Immediately communicates the café’s unique value: silence
- Simple, visual, and easy to understand in seconds
- Works internationally, no dialogue needed
- Relatable insight: people want a break from constant noise
- Effective for both ads and social content
- Strong brand association through environment, not added graphics
My CV
You can view my CV here.
If you’d like to get in touch, you can reach me at: elshanjabrailzadeh@gmail.com