Shirobae

I’m a digital strategist and content architecture specialist. My work sits at the intersection of creative communication, public diplomacy and cultural representation.

With a background in International Relations, I use content as a tool for nation branding, digital diplomacy and public engagement. I believe social media isn’t just content, it’s communication infrastructure. It shapes narratives, influences perception and connects Ethiopia to global audiences.

I’ve led capacity-building programs at Creative Trailblazers and support organizations in aligning their digital voice with their mission. I help brands and creators move with intention, clarity and influence.

Around 2019 to 2020, Twitter users in Ethiopia were picking food-related handles. I wanted “Sho Bay”, then settled on Shirobae, and it stuck. I tell the full story in my But First, Coffee interview.