Inside Modern Media Careers: Casey Fitzgerald on Digital First Storytelling

“Traditional media still has its place, but digital is where the real breakthroughs are happening,” says Casey Fitzgerald, Senior Content Director at Lovin’ Dubai, Augustus Media. From the launch, 

The growth of the Lovin’ brand by Dubai-headquartered digital media group Augustus Media – from the launch of Lovin’ Dubai in 2015 to today’s network of more than 26 city editions reaching approximately 28 million unique users per month across digital platforms – brings her point into sharp focus.

“Lovin’ Dubai stands out in a busy digital media space because we focus on genuinely local storytelling,” Fitzgerald explains. “While many platforms chase clicks or viral trends, we put the city and its communities at the heart of every story.

“As local newspapers decline, the need for reliable, relevant local news is stronger than ever. Across the Lovin’ network, we mix essential city updates with entertaining and positive stories that celebrate the people and communities we cover.”

Fitzgerald moved to the UAE in 2012 after completing a degree in journalism and Irish in Dublin, initially taking up a teaching role in Abu Dhabi. In 2015, she began contributing as a freelance writer to Lovin’ Dubai that was launched by her brother Richard Fitzgerald.  After balancing classroom hours with evening reporting, she transitioned into a full-time role once the brand’s local coverage went viral. 

Over this period, Fitzgerald has witnessed the rapid transformation of Dubai’s media landscape. “When I first started working as a journalist in Dubai, success was measured by website page views, and advertisers were mostly focused on placing ads on websites,” she says. “At that time, we focused on native advertising before it became mainstream, encouraging clients to shelve their press releases and allow us to adapt their promotions with a casual, friendly tone that would sit naturally on Lovin’, so the content didn’t look like a typical ad. We’ve always aimed for clients to speak to our audience naturally, rather than just running a standard ad. 

“Today, Dubai’s media scene has transformed completely: digital spend dominates, content is more visually and authentically driven, and the more genuine a video or visual feels, the more naturally people engage. The shift over the past ten years has been dramatic.”

Her day typically begins with hosting The Lovin’ Dubai Show, a live news program focused on local stories from across the city and distributed across Lovin’ Dubai’s social platforms (its official Instagram account @lovindubai alone has +1.7 million followers), website, and app. “After the show, my role as Senior Content Director shifts between ensuring consistency across all content in Lovin’s 22 cities, overseeing client campaigns to ensure they meet expectations, reviewing local news stories, and collaborating with our tech and commercial teams to continuously improve the Lovin’ experience,” Fitzgerald explains. “One current focus is expanding our podcast network. Each Lovin’ city now produces two podcasts daily using AI, one in Arabic and one in English, which means we can now deliver timely, relevant audio content that’s available across the region.”

Her professional authority evolved alongside the platform’s growth, shaped by a series of defining career milestones – such as when, in the early days of Lovin’, Fitzgerald was invited to take part in a regular segment on The Kris Fade Show to discuss their biggest stories. “I was so nervous, surrounded by seasoned radio professionals and speaking live to hundreds of thousands of listeners,” she recalls. “But the team was incredibly welcoming, and over time, that bi-weekly segment became manageable. It taught me that confidence only comes from doing the thing you’re afraid of, repeatedly.”

Another notable milestone in her career came in 2025, when Fitzgerald presented The Lovin’ Community Awards, marking the 10-year anniversary of Lovin’ Dubai. The awards recognized individuals highlighted through a decade of local coverage, celebrating community members whose contributions have helped shape the city’s social fabric.

“Standing on stage, looking out at a room filled with faces I’ve seen on our platforms across a decade of stories, was truly special,” she says. “And it’s the reminder of why we do what we do: to share stories that empower, inspire, and connect the community.” 

However, working at a news desk also presents its challenges, and for Fitzgerald, this often means navigating high-pressure situations on a regular basis. “I interviewed a doctor who recounted his experiences working in life-saving trauma situations in Rafah (Gaza), describing moments so intense they felt almost out of body, along with a mother who was on the latest Gaza Freedom Flotilla,” she says. “Hearing these stories of courage was truly humbling, and it made me realize just how important it is to amplify voices and share the stories that need to be told.

“Growing up in Ireland, I don’t always have an immediate lived understanding of every regional story, so personally, I’ve learned to listen more closely and rely on local voices to ensure our coverage is informed, balanced, and respectful. These moments have shaped how I lead, edit, and approach journalism today.”

In the end, Fitzgerald’s view reflects how digital media now operates alongside traditional mediums—not as a replacement, but as a complementary force reshaping how audiences consume and engage with news and content. “Traditional media still has its place, but digital is where the real breakthroughs are happening,” she says. 

When it comes to media innovation, Fitzgerald believes it extends beyond any single format, emerging instead through shifts in platforms, technology, and storytelling methods. “The ever-changing digital media landscape offers endless opportunities for experimentation, and fortunately, we’re in a city that embraces change,” she concludes. “Today, our newsrooms are evolving: AI is creating podcasts, avatars are delivering news stories, and while it’s still early days, this is the future. These innovations will allow us to scale output in ways traditional media could never match. It’s an exciting era, and AI will only open up even more possibilities.”

Career Advice: Casey Fitzgerald on Digital-First Media

“It is the same advice I’d give to anyone in any industry: have passion for what you do, learn your trade, and show up every day. Skills can be taught, platforms will change, and trends will come and go, but consistency and commitment are what build real careers. If you stay curious, put in the work, and keep showing up, it will take you further than anything else.”