Ghanaian-Kenyan Digital Strategist Saiton Righa is making good use of new media, which has helped an already blossoming career.
“I loved being online and really researched on digital campaigns abroad before coming up with some for local companies…it pays,” she says.
Righa’s work entails helping companies create marketing strategies for digital adoption and integrating them to offline campaigns as well as ensuring its execution.
She’s been at it for the past seven years.
Her tall list of clients include Safaricom (biggest telecom company in Kenya), Huawei, FEMNET (The African Women’s Development and Communication Network), Mavuno Church, UAP Insurance Kenya Ltd and Old Mutual Investment Group, among others. Saiton is also a music manager, stylist, and writer.
As for how one can make it in this career, Righa says, “They need to research a lot on world trends and cutting edge innovations. They also really need to understand their own markets. No one will ever understand as well as they do, and so they need to be experts in order to offer value to their clients and partners. They should also be ready to read a lot and constantly look up to those leading the field.”
And if you are wondering what schooling is needed to be successful in digital strategy, Righa adds, “[Students should attend the] ‘University of Google.’ There are courses abroad, but those do not adequately cover the African continent so there is need to be constantly curious and ask people [questions] and google a lot.
Born in Kenya, where she’s lived her entire life to a Ghanaian father and Kenyan mother, she is currently studying Business Administration (Entrepreneurship) at the United States International University in Nairobi.
Saiton is married to Kenyan musician, songwriter, and actor Rigga.