editor, multimedia expert, journalist

Carla Sertin

My Expertise

My Resume

Recent Work

My expertise

traditional media

I have led and worked for the world’s most recognizable magazines, with a dual focus on print and digital.

I understand the print publishing process and its peculiarities in the middle east.

I’ve interviewed global and regional icons, from stella mccartney to dr. sultan al jaber, from her highness sheikha shamma al nahyan to internet personality hasan piker.

links to my work

Oil & Gas ME / Forbes ME / WIRED ME / Assorted articles

Multimedia

I launched the video team for forbes Middle east, ITP b2b group and wired middle east, and worked on vr journalism during my master’s degree. I’ve also managed social media, basic seo and tracked web and social analytics.

Assorted digital work

EVENTs

as a journalist and editor, i’ve helped organize events for my brands.

I’ve given speeches and emceed dozens of awards shows. I’ve moderated countless panels at conferences spanning industries.

I’m comfortable on stage and particularly enjoy moderating panels/fireside chats.

NEWSLETTER PUBLICATION

I PUBLISH MY OWN WEEKLY LINKEDIN NEWSLETTER, “THE EDITOR’S LETTER”. IT HAS 1,600 SUBSCRIBERS (AND COUNTING).

STREAMING & CONTENT CREATION

IN MY FREE TIME, I STREAM VIDEO GAMES ON TWITCH, TIKTOk AND YOUTUBE. I RUN A DISCORD SERVER WITH 3,000+ MEMBERS.

WHILE THIS IS A side hustle, IT REQUIRES A GREAT DEAL OF social MEDIA-SAVVY, AUDIENCE MANAGEMENT, TECH SKILLS AND VIDEO EDITING.

My resume

Freelance journalist and editor

November 2024 - present; Dubai, UAE

I work on a freelance basis for media outlets, event companies and corporations that require content creation and planning as well as panel moderation and event hosting. Highlights include doing on-the-ground interviews for DWTC at GITEX, managing AGBI's technology vertical, and contributing Saudi lifestyle content to LIST magazine. I still contribute articles to WIRED Middle East’s print edition.

WIRED MIDDLE EAST, SENIOR EDITOR

April 2023- November 2024; Dubai, UAE

I managed editorial for WIRED Middle East, the Middle East edition of the world’s leading tech magazine. That included publishing a quarterly magazine and running the brand’s website and social media outlets.

• Created compelling and impactful content with a small team

• Relaunched the team’s video efforts and grew its digital footprint

• Built structure and process into the team’s workflow

• Secured exclusive interviews with major names including Microsoft CEO Satya Nadella, three-time Olympian Farida Osman, streamer and political commentator Hasan Piker, Savvy Games Group CEO Brian Ward and fashion legend Stella McCartney

• Organized on-ground coverage at international events such as LEAP 2024. Interviews included major regional CEOs such as Mudassir Sheikha of Careem, the Co-CEO of global esports giant ESL FACEIT Group Craig Levine and SDAIA CEO Dr. Yaser Al Onaizen

ITP Media group, Group editor of energy & Construction

December 2020 - March 2023; Dubai, UAE

I managed a team of 25 B2B editors, reporters, designers, and multimedia producers working across 17 titles.

• Launched paywall for each brand without major loss of traffic

• Launched four magazines and their digital platforms

• The B2B division won 13 awards at the annual ITP Awards under my leadership

• Personally highly commended as the Editorial Person of the Year at the 2022 ITP Awards

• Managed the company’s partnership with UN Women

Brands in my group: Global Energy Future, Oil & Gas Middle East, Construction Week Middle East, Utilities Middle East, Refining & Petrochemicals Middle East, PMV Middle East, MEP Middle East, Facilities Management Middle East, Commercial Interior Design, Middle East Architect, Aviation Business, Logistics Middle East, Digital Studio Middle East, ITP.net, Oil & Gas KSA, and Construction Week Saudi.

Click on each image to visit the corresponding website.

ITP Media group, special energy correspondent, arabian business

December 2020 - March 2023; Dubai, UAE

I contributed analysis and commentary pieces on the energy sector to the Arabian Business website, and provided insight on current events in the sector. I also moderated and hosted energy-related panel session at Arabian Business conferences and seminars.

• Why the pandemic won't solve climate change

  Although CO2 emissions have dropped due to the COVID-19 pandemic, it cannot be considered a win for the energy transition

• Was 2019 the last good year for oil and gas?

  BP says that oil demand will never recover to 2019 levels, but the oil and gas industry won't soon disappear

• The US election versus the oil market

  President-elect Joe Biden could ease sanctions on Iran, ban fracking in the US, and tighten regulations for domestic producers

ITP Media group, editor

August 2018 - November 2021; Dubai, UAE

I managed Oil & Gas Middle East, a regional B2B magazine as the only editorial team member on the brand.

• I was the first editor in ITP’s history to interview the CEO of ADNOC Group, and to be invited to the Saudi Aramco headquarters

• Researched, interviewed, wrote, edited, and published stories for the monthly print edition, website, and associated social media channels.

• Pitched and mocked up cover ideas, managed a network of contributors, helped organize and run the brand’s annual awards event (The Middle East Energy Awards), moderated roundtables, and appeared on camera to host videos

• In my first year on this brand, I increased pageviews by 100%

• Worked with ITP Gaming in my free time to research, write, and edit scripts and to record gameplay videos for PlayStation Arabia’s YouTube account.

Click to enlarge cover photos

freelancer

April 2018 - August 2018; Dubai, UAE

• Produced videos and articles for various clients, including StepFeed and Forbes Middle East

• Joined UAE hospitality chatbot startup, Pincerno, as their head of marketing, helping them get accepted into the In8 accelerator program

Forbes middle east, reporter

February 2017 - April 2018; Dubai, UAE

I joined Forbes Middle East as a print journalist, but quickly took over digital reporting, launching the brand’s video team.

• Conceptualised, pitched and produced videos and video series (many of which are still among Forbes Middle East’s most viewed videos on YouTube)

• Wrote print and web articles on technology and startups

• Maintained the website and social media, and hosted the company’s events as an emcee

• Wrote several cover stories, including an interview with Vero founder and CEO Ayman Hariri.

Click to enlarge cover photos

features contributor, sayidaty magazine

December 2016 - February 2017; Beirut, Lebanon

I helped launch the English edition of Sayidaty magazine, a well-known Arabic language publication for women in the Gulf. I worked closely with the editor in chief to create digital content celebrating successful Arab women. I also wrote lifestyle articles, and all content was tailored to reach a Gulf audience.

Education

S.I. Newhouse school of public communications, syracuse university

M.A. Magazine, Newspaper and Online Journalism
May 2016 with honors, 3.8 GPA

american university of beirut

B.A. Media and Communications
June 2015 with high honors, 3.7 GPA

American community school at beirut

International Baccalaureate
June 2012 with highest honors, National Honor Society member

interests

Streaming - Twitch | TikTok | YouTube

Cooking & baking

Crafts, embroidery, scrapbooking

Virtual, augmented and mixed reality

Video editing

Contact

Email: carlasertin@gmail.com
Address: Dubai, UAE