Words that convert.
Numbers that tell the truth.

I'm Manhal, a writer and data analyst. I help brands write copy that performs because I can actually measure what does.

01 / About
Manhal Sultana

Most copywriters write what sounds good and hope it works. I write what I have reason to believe will work.

Eight years in data analysis. SQL, Python, AWS Athena. I spend my days reading queries, running models, and pulling patterns out of customer behavior data at scale.

Degree in psychological and health sciences from the University of Toronto. Freelance writing practice across DTC, healthcare, B2B, real estate, parenting media, UX research, dating, and hospitality.

The day job makes the writing better. I know what an open-rate lift looks like. I know which copy moves a 7-day funnel and which doesn't. When I write a hook, I'm pulling from review data I've actually mined. When I draft a subject line, I'm thinking about a real audience, not a fictional one.

02 / Selected Brands

Trusted by brands that watch the numbers.

A selection from across DTC, healthcare, B2B, real estate, parenting media, and food.

Media Scaling
200+ scripts a week across 20+ DTC and creator brands. Top scripts past 30M views.
Los Angeles, CA
Boosted Commerce
DTC holding company. Product and brand copy across their beauty and wellness portfolio.
Los Angeles, CA
Eyes On Eyecare
Clinical news for working ODs and ophthalmologists. Peer-reviewed studies, rewritten as Q&A briefs.
San Diego, CA
Motherly
Sponsored emails, paid social, and IG stories for Motherly's brand partners. Written in their first-person mom voice.
Park City, UT
MeasuringU
UX research firm. I rework dense academic blogs into punchier reads and repurpose them as LinkedIn carousels.
Denver, CO
Digital Standout
Healthcare marketing agency. Monthly social calendars and planning docs for medical and dental practices.
Los Angeles, CA
LUXELY Marketing
Instagram captions for top-producing luxury real estate agents.
Charleston, SC
Reflex Media
Brand and campaign copy for Seeking.com. Landing pages, emails, social, and press.
Las Vegas, NV
Foodie Card
NYC restaurant rewards card. 75+ review responses a day across 10+ restaurants.
New York, NY
03 / Selected Work

Three pieces I'm most proud of.

MOTHERLY
Parenting · Sponsored Content

Sponsored copy that reads like Motherly editors wrote it

Motherly's sponsor work has to clear a high bar. The voice is specific. First-person. Vulnerable in a real way, not a brand way. If a paragraph reads like ad copy, the editors send it back.

I write dedicated emails, paid social, and IG stories for Motherly's sponsor brands. Every campaign starts with a stack of recent Motherly pieces so the opening line lands as a playground-bench confession, not a brand pitch.

15+
Campaigns delivered
4
Sponsor brands served
Read the full case study →
"Brimonidine improved ocular perfusion pressure 12% in glaucoma patients"
Healthcare · Clinical News

Peer-reviewed research, rewritten for clinicians between patients

Glance is the daily clinical news brief for working optometrists and ophthalmologists. The audience reads it between exam rooms, so every story has to land in under 400 words and surface the one finding worth changing your practice over.

I take a full peer-reviewed paper, pull the methodology and the stat that matters, and write the Q&A so each question is one a clinician would actually ask. The editor's note that keeps coming back: "low edit, ready to ship."

25+
Stories published
Ongoing
Weekly cadence
Read the full case study →
"I was scared this would fry my hair, too."
Direct Response · Short-Form Video

Weekly viral script batches across 50+ accounts

Media Scaling produces short-form video at volume for DTC brands and creators. Hooks have three seconds to land. Watch-time has to clear platform thresholds. CTAs have to feel earned, not stapled on.

I deliver weekly batches using a slot-machine approach: multiple variants per format, each one pulled from what's already winning on the platform and bent to the brand. Top single script across the roster has crossed 30M views.

30M+
Top script views
50+
Client accounts
Read the full case study →
04 / Process

How data informs the writing.

01
The data signal

What the numbers were saying

I pulled every product review on a Foxybae heat tool, ran a keyword count on the low-star comments, and the same fear kept surfacing: damage. 142 mentions of "damage." 89 of "break." That objection was killing conversion before the script ever got to the demo.

SELECT keyword,
COUNT(*) AS mentions
FROM reviews
WHERE rating < 4
GROUP BY 1
ORDER BY 2 DESC;
"damage" — 142
"break" — 89
"frizz" — 34
02
The writing decision

What I wrote, and why

The hook had to name the fear first. Lead with the demo and the viewer who already thinks the product is risky scrolls past it. Open with the objection in her own words, and the script earns the next three seconds.

"I was scared this would
fry my hair, too. Then I
tried it for two weeks."
03
The result

What happened in the numbers

View duration lifted 4.2x against the prior batch. Click-through doubled. The hook line got recycled into the next round of scripts because it kept working. Opening by naming the top objection from review data is now the default move for any Foxybae launch.

4.2x
View duration lift
05 / Tools & Stack

The stack behind the writing.

I lead with data tools because the data shapes the writing. AI tools sit in here too, used the way you'd use any other tool. They don't write the copy. I do.

Data

Query, model, analyze
  • SQL
  • Python
  • AWS Athena
  • Excel / Sheets

Research

Voice of customer, market
  • SparkToro
  • Reddit / forums
  • Customer interviews
  • Review mining

AI

As a tool, not the writer
  • Claude
  • ChatGPT
  • Custom workflows
  • Topic modeling

Writing & Delivery

Drafting, editing, handoff
  • Google Docs
  • Notion
  • Asana
  • Airtable
06 / Contact

Let's work together.

If you've got a project, a brand voice question, or you just want to know if I'm available, drop a line. I usually respond within a day.

LinkedIn

linkedin.com/in/manhal-sultana

Based In

New York metropolitan area