Brand, PR and social · Doha
Brands people
would miss.
I'm Khadil Wayde. I find what a brand stands against, then build the words, the visuals and the press around it.
Right now
PR at JTA Investment Holding
Status
Open to roles
5+
years in brand and social
4
languages: PT, EN, ES, 中文
10+
brands built or run
3
major events in Qatar
Selected work.
PR for an investment group, my own label, and brands I've built or run for clients.
PR and content · 2026 to now
JTA Investment Holding
The company's first PR hire. Press, copy, design and video.
Founder · 2022 to now
OCCASUM
A premium label built from the logo up.
Identity and social · 2025
Kenooz
A Qatari fragrance house.
Social results · 2025
Six accounts
Monthly reporting at Artified.
Brand and social · 2022 to 2024
SÁVA
A monogram that holds up stitched.
Rebrand proposal · 2024
Torte Delizia
Growing a restaurant brand up.
Photography
Anthophile
A florist that's also a gallery.
Current role · June 2026 to now
JTA International Investment Holding
My title says PR Coordinator. In practice I'm the whole PR team: I pitch it, write it, design it and edit it.
- Company
- Doha investment group
- Footprint
- Around 50 markets
- Sectors
- Energy, tech, tourism, health
- Reports to
- The CEO's office
Media relations
Opened direct lines with more than ten regional newsrooms and trade titles, at editor level, before there was a story to pitch.
Copywriting
Company and CEO LinkedIn posts, press releases and feature drafts. Short, specific, and checked against what's actually signed.
Graphic design
The visuals behind every post, from the Insights covers below to a new corporate profile I designed in Illustrator to replace the old deck.
Video
Shot and edited short films in-house, including a piece for the Al Attiyah Foundation.
CEO positioning
Interviews, features and speaking slots for the CEO, run as a separate track from the company brand.
Process
A fact gate so nothing about a deal goes out before leadership signs off, and ClickUp rolled out to a team of ten.
The Insights series
Thought leadership instead of press releases.
The deal pipeline goes quiet between announcements, so I started a series on how the group thinks about investing. I write the copy and design every cover.
- 01 · What earns a yes? Three partnerships in Greece, Spain and Qatar, and the three reasons behind every one.
- 02 · What makes a trophy project? Why significance, not size, decides which projects become landmarks.
My own label · June 2022 to now
OCCASUM
A t-shirt label that kept its logo small and its standards high. Now becoming a lifestyle objects brand.
- Role
- Founder. Everything
- Category
- Premium apparel, e-commerce
- Campaign
- Essentials 25
- Base
- Doha
The brief
Start a premium t-shirt label in Doha and sell it online. I run all of it: name, identity, product, shoots, packaging, site and social.
The angle
The enemy was the logo-first tee: loud print, thin cotton, priced on hype. OCCASUM went the other way. One small sunset mark, three quiet colours, and real evenings in the city instead of a lookbook.
The hard call
In 2026 I stopped adding clothing. The category is crowded and I only release things I'm fully proud of, so the brand is moving into objects for desks, cars and bedrooms.
Identity, guideline and social · 2025
Kenooz
A Qatari fragrance house that had to read local at home and luxury abroad.
- Client
- Kenooz, via Artified
- Category
- Luxury fragrance
- Guideline
- 22 pages, bilingual
- Social
- Four content pillars
The brief
Kenooz means treasures. The client wanted a brand people would recognise as Qatari that could still sit next to the international houses.
The angle
Heritage shown with restraint. Deep green and warm orange, a bilingual wordmark where Arabic and Latin carry equal weight, and a pattern built from interlocking curves.
What I made
Logo system, the 22-page guideline, colour and type, pattern, packaging applications, and a social strategy built on four content pillars.
Creative Director at Artified · Sept to Oct 2025
Six accounts. One honest report.
I ran monthly reporting for six brand accounts. Pick one to see what moved.
Artified
Advertising and print studio, Instagram
October 2025, compared with September
+74 since September
Numbers come from the Hootsuite and Meta reports I delivered each month. Social score is Hootsuite's 0 to 1,000 rating.
Brand and Social Media Strategist · 2022 to 2024
SÁVA by Sânia Varinda
A monogram that had to work stitched, printed and posted.
- Category
- Fashion label
- Role
- Brand and social
- Mark
- Stacked monogram
- Touchpoints
- Poster, thread, tag
The brief
Give the label a mark that holds up at every size, from a neck tag to a poster, and run its social presence.
The angle
Stack the letters instead of setting them in a row. The S and A interlock, so the mark reads as one object and survives being cut into thread.
What I made
Monogram and brand assets, the campaign poster, embroidery and tag applications, and the label's social content.
Rebrand proposal · December 2024
Torte Delizia
A restaurant at The Pearl whose old logo said kids' bakery while the food and the room said luxury.
- Client
- Torte Delizia
- Category
- Restaurant and desserts
- Location
- The Pearl, Doha
- Role
- Rebrand, logo, art direction
The problem
The old mark, a bow over a bubbly badge, felt cute. Diners at The Pearl expect polish, and the menu delivers it.
The angle
Grow the brand up without losing its warmth: a vintage crest, a cleaner serif, and a palette of caramel, cocoa and black.
What I made
Logo concept, colour and type, window and print applications, and the line "Where every bite tells a story".
Store photography
Anthophile
A florist that doubles as a small gallery, photographed to show both.
AI, used properly
I use AI every week.
It doesn't get the final say.
Random prompts give random output. I know what these tools are good at, I give them my own frameworks to work from, and I decide what ships.
Stays with me
The parts that make it a brand
- The brand's voice
- The big idea
- Conversations with real customers
- The final yes or no
Goes to AI
The legwork around it
- Summarising research before a strategy session
- Reading hundreds of comments to find the complaint that keeps coming up
- Poking holes in a brief before it reaches the designer
- Twenty rough headlines so I can find the one angle worth keeping
What I built
Tools that follow my method
- Six skill files that teach AI my frameworks: Enemy Effect, cult brand codes, Gen Z, platform strategy, copy rules, client briefing
- A multi-agent team (strategist, director, creative, advisor) that debates ideas and waits for my approval
- AI-assisted lifestyle visuals for OCCASUM, art directed and edited by hand
How a piece of work moves
This website was built with AI. The taste is mine.
I used AI as a build partner. I picked the references, wrote the brief, chose every image, cut what didn't fit and rewrote anything that sounded generic. The AI wrote the code and pulled the numbers out of my reports.
From my LinkedIn
Things I keep telling founders.
I write about brand, pricing and AI, and design every cover myself.
Brand · October 2026
Who would notice if your brand disappeared?
I'd rather a brand had 100 people in its inner circle than 10,000 followers. Most budgets say the opposite.
Read on LinkedIn ↗
AI · October 2026
Your customers can tell.
Where AI helps a brand and where it hurts it, and the three things I never hand to it.
Read on LinkedIn ↗Same meat.
Same bread.
10 riyals or 26?
Pricing · April 2026
Marketing starts with your price.
Pricing too low doesn't bring more customers. It brings doubt. The goal is a price that feels true.
Read on LinkedIn ↗About.
Portuguese is my first language. I studied business in Beijing, worked at Baidu, and have built my career in Doha since.
I started on the strategy side of social, moved into creative direction, and now run communications for an investment group. Luxury retail, real estate, e-commerce and government work all sit in between.
PR Coordinator
JTA International Investment Holding, Doha
Creative Director
Artified Advertising & Printing, Doha
Founder
OCCASUM
Brand and Social Media Strategist
SÁVA
Qatar Government FIFA World Cup 2022 initiative · Baidu
Doha · Beijing
Major events
- AFC Asian Cup Qatar 2023, media and PR support
- FIFA U-17 World Cup Qatar 2025, competition management
- Qatar Grand Prix 2025, main grandstand guest services
Education
- BBA, University of Science and Technology Beijing, 2022
- Business Mandarin, University of International Business and Economics
- Meta, Introduction to Social Media Marketing
- DMI, Social Media and Digital Marketing Fundamentals
Languages and tools
- Portuguese, English, Spanish, Mandarin
- Illustrator, Photoshop, Premiere
- Hootsuite, Meta Business Suite, ClickUp
- Claude, ChatGPT, image generation
Hiring for brand, PR or social?
Let's talk.
khadilwayde@gmail.com
Phone and WhatsApp
+974 3314 0390