Shaaibatu Abdul Rasheed
I make brands impossible to scroll past.
I turn audiences into communities, one story, one campaign, one perfectly-timed post at a time.
My approach starts with listening: to a brand's history, its audience's habits, and the quiet metrics everyone else scrolls past. From there, strategy becomes craft: a content calendar as considered as an editorial calendar, a caption as deliberate as a headline. The work that follows should feel effortless. It rarely is.
Content Strategy
Turning brand objectives into calendars, formats, and a consistent editorial voice.
Brand Storytelling
Building narratives that make audiences feel like participants, not spectators.
Community Building
Growing engaged, returning audiences, not just larger ones.
Campaign Execution
Running the full arc, from creative brief to performance report.
Brands I've Worked With
A progression, told plainly.
Click a milestone to read more.
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Results, not adjectives.
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Now Available Africa
Building an Audience Through Storytelling for SKY Girls GH
Situation
SKY Girls GH needed a consistent, owned voice to reach teen girls across Ghana: one that could carry a single message across Instagram, Facebook, TikTok, and a print magazine distributed hand to hand.
Objective
Grow reach and engagement across every channel while taking the magazine, and the brand, physically into schools and neighbourhoods across four regions.
My Role
Content strategist and social lead, handling calendar, copy, and video direction for TikTok and Instagram, plus creative direction for photoshoots and live events.
Process
I audited a year of posts to find what genuinely moved the audience: School, Ghana, and Trivia content consistently led on Instagram. From there I tested formats and cadence: reels and carousels over static posts, and on Facebook, posting less often but letting each post run longer outperformed a high-frequency schedule.
Creative Approach
Playful, confessional, and unmistakably confident. Bold type over portrait photography, direct-address questions in captions, and one throughline across every touchpoint: "Be true to yourself."
Execution
Daily short-form video across TikTok and Instagram, a promoted Facebook cadence tuned for shelf life, and quarterly magazine drops distributed across Asokwa, Asafo, Oforikrom, and Bantama, capped by a live "Takeover" launch event in Kumasi.
Content Examples
"Be true to yourself."
SKY Girls GH — Brand Tagline
Results
1.8M+
Views
10×
TikTok Growth
80%
Engagement Growth
200K+
Video Views
Lessons Learned
Consistency beat frequency. Fewer, better-timed Facebook posts outperformed a high-volume schedule, and short-form video became our highest-return format on Instagram. Proof that restraint, applied deliberately, is still a growth strategy.
Johnnie Walker Ghana
Influencer Marketing Campaign
Objective
Deepen the brand's cultural relevance with a younger, style-conscious audience in Ghana, through trusted voices rather than traditional advertising.
Influencer Strategy
Curated a roster of tastemakers chosen for genuine alignment with the brand's spirit, briefed to create native content rather than scripted endorsements.
Execution
Managed content calendars, usage rights, and posting windows across every influencer channel, tracking combined reach in real time.
Content Examples
Results
76%
Combined Reach
80%
Increase in Followers
Ashesi University
Storytelling Through Education
Situation
Ashesi's academic and community story had outgrown a single format: there was more worth telling than a traditional press office could sustain across website, audio, and video.
Objective
Build a multi-format content engine that turned campus life and academic milestones into stories worth sharing beyond the student body.
My Role
Writer and producer across written, audio, and video: interview questions, podcast branding, video scripts, and campaign poster direction.
Process
I identified the themes that recurred across campus: student achievement, faculty research, alumni impact, and built a single interview framework flexible enough to become an article, a podcast episode, or a video script without losing its voice.
Execution
Fifty-plus published pieces across website features, a branded podcast built distinct from the university's formal identity, video interviews, and print campaign posters distributed across campus.
Content Examples
Results
50+
Content Pieces
40%
Engagement Increase
20%
Podcast Growth
30%
Audience Growth
Lessons Learned
A strong interview framework travels. The same core questions became articles, podcast episodes, and video scripts. Proof that one disciplined process can feed many formats without diluting the story.
Kwame AI
Building Communities Through AI
Situation
Africa's AI builders and researchers had no gathering at the scale the community needed. Conversations were scattered across group chats and one-off meetups.
Objective
Produce two flagship events in one season: a conference to establish credibility, and a hackathon to prove the community could build, not just discuss.
My Role
Community and events lead, handling speaker and participant recruitment, on-site production, and story capture across both programs.
AfricAIED Conference
Two days of keynotes and panel discussions established AfricAIED as a serious gathering, drawing attendees from beyond Ghana's borders.
18
Speakers
125
Participants
Hackathon
Forty-seven teams spent the weekend building: proof the community could ship working products, not just talk about them.
47
Teams
121
Participants
12
Projects
3
Winning Teams
Customer Storytelling
Wrote and published 10 customer success stories, translating user experiences into brand narratives that strengthened credibility.
Read a customer story →10
Customer Success Stories
Content Examples
Lessons Learned
Community happens in the room, not on the agenda. The keynote list built credibility, but it was the hackathon floor, teams building through the night, that people kept talking about after.
Praise We Didn't Write Ourselves.
"If I were building a team tomorrow, Shaaiba would be one of my first hires. She takes ownership, requires minimal supervision, and consistently delivers with excellence. Her client service, account management, and influencer marketing strengths were clear in her successful coordination of the Johnnie Walker 200th Anniversary campaign. Dependable, adaptable, and an excellent communicator, she would be an invaluable asset to any team."
Whitney Thompson, Account Director — Ogilvy Africa"In the years I worked with Shaaiba — from her days as a SKY Girls radio listener to becoming a radio host, intern, and eventually Editor-in-Chief — her unwavering focus consistently set her apart. Even in high-pressure corporate environments with competing opinions and senior voices, she remained grounded in her vision and took ownership of the magazine's entire content direction, from concept to print."
Deborah Owusua Agyena, Senior Account ManagerA wall worth stopping for.
What I bring to the table.
Marketing Skills
Tools
Thank you.
Let's create something meaningful together.