Reuben Jacob Abraham

Inside the Markets: an editorial franchise for traders

Set the editorial strategy and direction for "Inside the Markets," MultiBank's recurring market-analysis series aimed at active traders and institutional audiences; writers draft, I edit and shape the point of view, spanning macro calls, cross-asset commodity theses and sector deep-dives. A selection below.

The series sits alongside my broader remit at MultiBank: editorial direction and brand voice across product journeys, organic social and campaigns for global derivatives and crypto audiences, spanning two app launches and localisation across 22 languages, with content kept compliant across 18 regulators.

• S&P 500 in 2026: AI-Led Earnings vs Debt Risks: macro call on whether AI-driven earnings can outrun the leverage funding them.
• Precious Metals Supercycle: How 2025 Changed Everything: cross-asset thesis on gold, silver, platinum and palladium entering a structural repricing.
• Silver's Historic Rally: Understanding the Surge Past $60: supply-deficit and industrial-demand analysis behind silver's record run.
• Driverless Taxi Battle Intensifies: Tesla vs Waymo: sector deep-dive on the robotaxi race as an investment theme.

Launch content for a multi-billion-dollar joint venture

Led brand and campaign content around MultiBank Group's joint venture with former UFC champion Khabib Nurmagomedov (MultiBank Khabib LLC), built to create what the partners describe as the world's first regulated tokenized sports ecosystem, spanning a global network of Khabib-branded gyms, Gameplan and Eagle FC. Campaign content ran under mb.io, MultiBank's platform brand for the venture, tied to its $MBG token and wider real-world-asset strategy. Covered externally by Entrepreneur Middle East and Zawya.

Read the announcement →

Turning market events into scroll-stopping social creative

Direct editorial and creative for MultiBank's organic social content, translating market events, economic history and earnings calendars into fast, visual hooks for a trading audience: from Hokusai's Great Wave reimagined for a yen story, to earnings-day countdowns for names like Broadcom, to breaking motoring-tech narratives like the driverless-taxi race. All content directly approved by the CMO and CPO before going out.

Government-funded coding programmes and degree-pathway courses

Built FutureLearn's London content studios and led 10 producers plus 4 offshore vendors, turning complex academic and technical material into clear online courses. Delivered the Institute of Coding programme (a UK Government-funded, £5.1M national collaboration between employers, universities and charities), producing a course catalogue with the University of Leeds spanning software development, cloud computing, cryptography and engineering design. Also produced degree-pathway content with Coventry University, including "Globalisation in Business," part of the Global Business programme leading to a BA International Business degree, alongside branded B2B content for Samsung and IBM.

View the Institute of Coding partner page on FutureLearn →
View "Globalisation in Business" with Coventry University →
View "Demystifying Blockchain" on FutureLearn →

"Your Guide. Companion. Friend.": a brand philosophy and launch

Worked with the Managing Director and Head of Marketing to develop this brand philosophy for Coventry University Online, then pitched it across the senior management team to launch the brand. Built a series of three campaigns under the FutureLearn partnership to bring the positioning to market, spanning both B2B and B2C audiences.

Choose your next adventure

Conceptualised and produced with Ogilvy to promote Vauxhall's electric range, in partnership with The Independent. Cast a roster of UK creators across fitness, the outdoors, design and sustainable living; filmed across remote UK locations with post-production in Shoreditch, and delivered across web, YouTube, Facebook and Instagram for paid media.

Watch the first e-Corsa film on YouTube →
Watch "Safar-e with Dom Hadley" on YouTube →

Live the Crypto Life: launching the Bybit Card

Directed the concept and campaign for the Bybit Card launch across 23 countries and 30 languages, supporting the product's expansion toward 1M customers as Bybit passed 50M users globally. Content spanned product marketing, key art and a presenter-led explainer format ("Your Bybit Buddy") built for social and podcast-style distribution. Set up a production studio in Dubai and managed a livestream studio in Singapore to support the rollout.

Watch "Live the Crypto Life" on YouTube →

The Hot Seat: Bybit's $150M Red Bull Racing partnership

Led brand, social and experiential content for Bybit's $150M partnership with Red Bull Racing and Max Verstappen. Organised and produced live talk-show style content, including "The Hot Seat" with F1 drivers Max Verstappen and Sergio Pérez, working directly with the partnership and sponsorship teams to turn access to the drivers into shareable content.

Performance creative and campaigns at scale

Commissioned and produced paid media content across SEO copy, scripts, video and 3D, built around simple, relatable lifestyle metaphors (like automation making everyday life easier) to drive product consideration for Bybit's trading tools. Also ran gamified trading competitions, including "Bybit Trader of 2024," timed to support Bybit's push toward 50 million users worldwide. Introduced templates and repeatable formats for paid social that cut delivery time by 64% without lowering creative quality.

A long-running presenter-led series

First instalment of an ongoing scripted YouTube and podcast-style series for UK audiences covering new devices and features, presented by Niall and Stewart from the Vodafone Tech Team. Filmed on a bespoke set painted fully in Vodafone colours at WPP, London, with post-production delivered out of Chennai.

Watch on YouTube →

Introducing the range to the Indian subcontinent

Commissioned by Publicis London to conceptualise, script and produce a 30-minute factual promo introducing Renault's new range to India, featuring the Duster, Pulse and concept models. Organised production and cast in India; post-produced in Soho, London; broadcast on Renault's YouTube channel in French.

Watch on Vimeo →

Advocacy, Allyship and Activism: a thought-leadership course series

Tommy Hilfiger Europe wanted to reach a younger, more diverse Gen Z audience beyond its traditional base. Researched and directed a thought-leadership course series aimed at US audiences: "Advocacy, Allyship and Activism with Tommy Hilfiger," hosted on FutureLearn, alongside editorials, photography and promos on sustainability and mentorship, fronted by Jameela Jamil, Compton Cowboys, Kiddy Smile and Mogli. Directed my team across shoots in London, Berlin, LA and Paris.

View the course collection on FutureLearn →

Content that helped unlock £1.5M in NHS funding

EMViGR builds games with developers and medical researchers to improve health outcomes. Produced content embedded in a muscular-rehabilitation games programme, plus promotional content marketing the product to the UK NHS, contributing to £1.5M in seed funding, with the product going on to private hospitals in China and India.

From a single training film to an accredited course

Commissioned by neonatal staff at Newcastle Hospital, the Butterfly Project supports families experiencing the death of a baby from a premature multiple birth. What began as a single UK training film became 60 minutes of video and text, architected as a training resource distributed to teaching hospitals worldwide, and later became a full FutureLearn course accredited by Newcastle University, reaching audiences across MENA, South Asia and Latin America.

Watch on Vimeo →

Tech and blockchain content on a £1.5M budget

Led content operations for the Institute of Coding, alongside partners including Johns Hopkins University, covering a range of tech and blockchain subject matter. Among the output: the Glasgow Commonwealth Social Housing promo, built around a deliberately simple narrative point of view.