Hi, I'm Shaista 👋 I am a digital storyteller who crafts strong editorials and social media communities. I love learning, writing, curating and creating with both established and early-stage teams.
My writing mantra? Find the story, live it and spill it with flair.
As an experienced content and social media writer, I've helped digital brands create engaging messaging for a variety of consciously curated products.
As a mindful social media consumer myself, I believe in creating meaningful content that 'tastefully suggests’ rather than ‘aggressively sells’.
Currently, I am freelancing and enjoying the intersection of digital writing and AI creative tools. Outside of work, I often find myself scrolling through the good nooks of the internet, preparing for my yoga teacher's training, or rearranging furniture at our home in Massachusetts.
My Projects
Good Guilt (a venture of Affinity Inc.)
Head of Editorial and Business
Jan 20 - Present
Let's Make Shopping
Feel Better, Again 🌱
What if consumerism didn't leave a guilty after-taste? While creating affiliate campaigns for an AdTech company in the US, my team was inspired to build GoodGuilt, a sustainable lifestyle platform brought eco-conscious brands closer to their sustainable readers.
From conceptualizing the idea, to launching our website, along with a team of writers, video editors to developers, the blog brought so many sustainable shoppers together to a mindful, eco-conscious community ✨
Guilt is good, it inspires change...
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A social app where people write together and feel better ✍️
HaikuJAM
Social Media and Community Manager
Aug 19 - Jan 20
HaikuJAM is a creative mobile game, designed to boost well-being. The app helped 1.5M people write poems together and feel better.
It was such a privilege to help manage this beautiful community by setting daily writing prompts, running brand-sponsored competitions with the likes of Penguin India and FILA, posting regularly on social media for the brand's 60K+ followers, and working deeply with the engineering team to improve the in-app experience for users.
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A writing corner for all things, inspiration, creativity & wonder on the internet 💛
Bright Side (TheSoul Publishing)
Author
Aug 18- Jun 19
In 2018, I was living in London and joined Bright Side, a media platform dedicated to lifestyle and creativity, with an audience of 41M people.
I wrote 50+ original, highly engaging articles across multiple niches, like movies, trivia, pop culture, and trivia. My content collectively garnered 200K+ pageviews and 10k+ likes on social media.
Discover plant-based products that are worth buying 🌿
GoodMarket (a Tangent property)
Social Media and Content Consultant
Apr 19 - Jun 19
Good Market is a plant-based brand discovery platform, belonging to Tangent, the British digital agency.
I worked closely with Tangent's founder on research and analysis of plant-based market opportunities in the UK, brainstorming and defining GoodMarket's brand identity, onboarding the first 500 community members, and creating a social media content calendar for launch.
A daily dose of all things cinema and pop culture 🎬
BookMyShow
Content and Social Media Writer
Nov 16- Apr 18
BookMyShow is India's largest movie and events ticketing company and runs a media property called DailySocial that focuses on entertaining, pop-cultural content, enjoyed by 1.4M people.
I wrote 1000+ original long-form articles that garnered 500K+ organic pageviews on DailySocial, as well as viral video scripts that brought thoughtful stories to life. I also helped drive the growth of DailySocial's Facebook page to 100K+ organic followers.
