I write about things that need explaining.
B2B content across medical technology, consumer electronics and emerging media. MA in Media Innovation, thesis on AI and consumer trust. Started in ICT, which is why briefings with engineers do not slow me down.
Muaad Sucule | Tilburg, Netherlands | muaad.sucule63@gmail.com
Building a B2B content engine from nothing
USONO, medical technology for sports physiotherapists | Marketing Strategist, 2024 to 2025 | Strategy, copy, LinkedIn, campaign reporting
Brief. A technical product sold to a narrow professional audience, with no content operation behind it. Physiotherapists are not browsing for equipment. They have patients booked and no appetite for a brochure.
Approach. I built the content and social strategy from scratch rather than inheriting one. That meant deciding who we were actually talking to, what they already knew, and which claims were worth making, then writing to that rather than to the product sheet. Copy ran across LinkedIn, digital and campaign formats, written for direct response rather than visibility. I reviewed performance regularly and changed the approach based on what converted, not on what felt good to publish.
Result. Engagement up 35 percent and 26 qualified leads over six months. Several prospects came to me directly by message rather than through the funnel, which told me the voice was doing its job.
An athlete instead of an advertisement
USONO | Campaign concept and copy | Positioning, storytelling, shoot direction
Brief. Make the product mean something to physiotherapists who have seen every piece of equipment marketing there is.
Approach. Rather than lead with specification, I built a campaign around a first-team player from Eindhoven FC’s women’s side, working with her on a photoshoot and advertisement. The product stayed in the frame but the story belonged to the athlete, which is the person the physiotherapist is actually thinking about.
Result. A campaign that gave a technical product a human subject, and gave the sales team something to open a conversation with.
A communication strategy for a company that did not have one
3eality, High Tech Campus Eindhoven | Communication Intern, 2023 to 2024 | Audience mapping, channel strategy, content
Brief. The company was communicating without a plan behind it: no clear picture of who it was talking to or where those people were.
Approach. I mapped the audiences, identified which channels actually reached each one, and wrote the strategy that connected the two. Then I produced the written and digital content to support it, covering brand positioning externally and communication internally.
Result. A documented strategy the team could work from, rather than channel-by-channel decisions made in isolation.
Selling a brand to an audience that cannot be sold to
Samsung, live client brief | Concept and pitch | Strategy, consumer theory, presentation
Brief. Reach Gen Alpha, a group that treats conventional advertising as something to be skipped.
Approach. I co-developed an advertising ecosystem inside Minecraft, grounded in extended self theory: the idea that people absorb possessions into their sense of who they are. In a world where children build identity through what they construct, the brand had to be something you could play with rather than something shown to you.
Result. Presented directly to Samsung marketing staff.
What makes people trust a face that is not real
MA thesis, Breda University of Applied Sciences | 2024 to 2025 | Research design, analysis, write-up
Brief. AI avatars were arriving in livestream shopping faster than anyone understood how audiences would respond to them.
Approach. An original experiment with 56 participants, testing how avatar realism and gender affect Gen Z trust and purchase intention, analysed as a 2×3 MANOVA. I built the whole thing: survey design, data collection, analysis, interpretation, and learned the statistics from scratch to do it.
Result. Realism significantly drives trust, with human-like avatars outperforming cartoonish ones and no Uncanny Valley effect at the levels tested. Trust and purchase intention came apart, which matters: people can believe you and still not buy.
The part I care about is the last step. Research that nobody outside the study can read has not finished doing its job.
Writing outside work
- Two published collections, I Spoke to Life and The Story of the Lost Kingdom, plus the poetry album Contradictory Poet.
- Over 700 published pieces since 2022, written and edited to a regular publishing rhythm.
- Essays and prose on this site. Start with Reason Rejoices if you want to see how I argue rather than how I perform.
- Commissioned work for Amnesty International, public lecturing, and President of the BUAS Poetry Club.
Available now. Based in Tilburg, working in English. muaad.sucule63@gmail.com
