Hi, I'm Masuma.

I’m a strategic advisor and former media exec + startup operator working at the intersection of strategy and story to drive growth, catalyze impact, and shift public imagination.

Interested in working together? Let's talk.

about me

I’m a strategic advisor and former media exec + startup operator working at the intersection of strategy and story to drive growth, catalyze impact, and shift public imagination.I'm also a Pulitzer Prize and Webby winning journalist and author.My career spans three continents, I work at the intersection of innovation, narrative, and strategic growth — translating bold vision into measurable results.I started my career at the Washington Post and CNN, covering politics and breaking news and leading the organisations on emerging platforms, digital innovation, & audience-building.I've interviewed global political leaders, posted the first Instagram Story from a media organisation, created a museum installation using social media videos to tell the story of life during conflict, and written a book about young women's lives across 27 countries (published by Hachette).I was Head of Content at Freeda, the biggest social community of women globally, reaching 550 million people a year.I’ve also hosted a podcast featured by Apple, Amazon, and Spotify; partnered with brands and organisations like TikTok, Google News Initiative, and Meta; I've chaired conversations conversations with political leaders, culture-makers, and Olympians on air and on global stages.I am associate of the Imperial War Museum, and an advisor to More to Her Story.I have a degree in Politics, Philosophy, and Economics from The University of Oxford.Interested in collaborating? Get in touch.

let's work together

I work with founders and organizations to develop clear strategy across positioning, product, and partnerships to unlock the next layer of growth.Because your story is your strategy.I use my 15 years of experience as a startup operator and media exec to help you get clear about what you're building, who it's for, and how you can use this clarity to unlock growth and impact.I build bridges between big ideas and real people, and make them care enough to act.

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01 / strategic clarity sprint

Identify where your organization is headed — and the levers to maximize reach, influence, and growth.

02 / growth strategy blueprint

Build a growth strategy that connects product, positioning, and partnerships into one actionable path.
Align your product, program, or platform to maximize impact -- whether measured in revenue, reach, or sector impact.

03 / storytelling for impact

Identify opportunities to use storytelling to move people, shift the conversation, and drive action

04 / leadership advisory

Strategic advisory to take you from idea or product to category-definer

select journalism

Girlhood around the world: A series about the lives of teenage girls (The Washington Post)This is a ten-part series I wrote for The Washington Post, which was a special mini-series in The Lily newsletter. This was featured on Apple News and Snapchat, and became the basis for my book.Series: Afghanistan | Nigeria | United States | Brazil | Refugee camp in Jordan | Sweden | Philippines | India | Democratic Republic of Congo | Cambodia

Ukraine: Our Ordinary Lives
This is a museum installation at the Imperial War Museum in Manchester, UK, which I conceived and was created as a partnership between Freeda and IWM.Every day, for a few minutes, the entire museum goes dark and TikTok and Instagram videos are projected on every surface in the space. This is a peek into ordinary life in extraordinarily challenging times, as told through the voices and videos of 15 young Ukrainians.

A safe world for girls starts with taking them seriously - Elle

A portrait of motherhood around the world - CNN
From disposable cameras to digital platforms: I conceived, edited and produced this project, where I sent disposable cameras to women in 20 countries to create an intimate portrait of motherhood, beyond headlines.

Voicemails from America: 10,000 American voters told us how they feel in the aftermath of the 2016 election - CNN
This piece was a Webby Honoree

press, speaking, advisory roles, and awards

speaking

I have chaired panels on women's rights around the world, Gaza, beauty standards, and more at the Cheltenham Literature Festival in recent years. My co-panelists have included a Member of Parliament (UK), leading human rights lawyers who have represented Amber Heard, Booker Prize nominated authors, Penguin's Merky Book winners, and more.I have also guest lectured occassionally on innovation, leadership, and journalism, including at Oxford, Columbia, Goldsmiths, ONA-Poynter Women's Leadership Academy and more.I regularly speak on panels and at industry events on innovation and the future of media.

advisory roles

I am an associate, advising the Imperial War Museum in the UK. I also sit on the board of advisors for More to Her Story.

awards

I share in a Pulitzer Prize for Public Service for the Washington Post's coverage of Edward Snowden and the NSA (2014).I also share in a Webby and and a Murrow Award for CNN's coverage of the 2016 elections on social media.I'm also a Webby honoree and an EPPY award winner for my digital audio projects at CNN.I was awarded a Howard Buffett grant by the International Women's Media Foundation.