How I Found My Passion Growing up in Addis Ababa, I was shaped by the content I consumed, even though none of it reflected my world. Shows like Saved by the Bell and Fresh Prince of Bel-Air impacted me deeply, despite the lack of representation. If I could relate to the young people I saw on saved by the bell just because they were the same age as me, Imagine what impact is possible with real representation and strategy.   That’s why I believe in creating powerful, authentic stories that reflect real experiences and inspire real change.

Currently, I am a freelance consultant looking to support any organization, donor or business that would like to use storytelling for the highest return on investment. Previously I was the Global Production Director for an organization leading impact-driven media and digital content production across Kenya, South Africa, Tanzania, and Ethiopia. For three years, I led a nonprofit as Country Director, driving the success of a national youth brand creating lasting change for adolescent girls. With over a decade of hands-on experience in Ethiopia, my background spans adolescent programming, social behavior change communication, brand strategy, and tech-enabled communication.

In my personal life, I’m a proud mom to a football-obsessed son and a fearless daughter who champions the underdog. I co-lead my daughter’s Girl Scout troop, love spending time with friends and family, and still enjoy binge-watching great TV dramas – always analyzing how storytelling drives change.