I'm Manhal, a writer and data analyst. I help brands write copy that performs because I can actually measure what does.
Most copywriters write what sounds good and hope it works. I write what I have reason to believe will work.
I have six years of experience 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.
I also have a degree in psychological and health sciences from the University of Toronto, and a freelance writing practice across DTC, healthcare, B2B, real estate, and parenting media.
The two halves don't compete. They feed each other. The data tells me what to write about. The writing tests what the data implied. Then I read the numbers again. That loop is the whole job.
A small selection from across DTC, healthcare, B2B, real estate, and parenting media.
[ Open with the brief: "Motherly's sponsored content has to read like Motherly editors wrote it, never like ad copy. The voice is specific, first-person, vulnerable, and grounded in real motherhood." ]
[ Your contribution: "I write paid social, dedicated emails, and IG stories for Motherly's sponsor brands. Each campaign starts with reading 30+ existing Motherly pieces to lock in the voice before writing a single line." ]
[ The audience and need: "Eyes On Eyecare's audience is clinicians who don't have time to read full peer-reviewed studies. They need clinical news they can act on between patients." ]
[ Your contribution: "I take peer-reviewed trials and translate them into Q&A-format stories that surface what's clinically actionable, in under 400 words. I read the studies. I pull the stat. I write what matters and cut the rest." ]
[ The brief: "Media Scaling produces short-form video scripts at volume for DTC and creator brands. Hooks that stop the scroll, structures that hold attention, CTAs that move." ]
[ Your contribution: "I deliver weekly batches of viral scripts using a slot-machine approach: multiple variations per format. Each script is informed by what's currently going viral on the platform, then customized to the client's voice." ]
[ Example placeholder: "Looking at 247 Foxybae product reviews, one objection appeared in 60% of low-rated comments: 'Will this damage my hair?' That fear was killing conversion at the consideration stage." ]
[ Example placeholder: "The hook had to lead with the exact fear, not skip past it. So instead of opening with the demo, I opened with the objection: 'I was scared this would fry my hair, too.' Then the script earned permission to keep going." ]
[ Example placeholder: "The script outperformed the previous batch by 4.2x in average view duration. CTR doubled. The hook line got pulled into three follow-up scripts because it kept working. The pattern, addressing the top-mentioned objection by name, became a template I now run for every Foxybae launch." ]
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.
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.