Hi, I'm Rasheeda.

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I’ve always been captivated by the magic of a great story. What began as a childhood spent enthralled by Saturday morning cartoons has evolved into a career that my 3-year-old self (pictured here!) would have to pinch herself to believe is true. Along the way, I've discovered that my true "win" is operating at the intersection of big imagination and strategic execution.

 

I call myself a “Left-Brained Creative” because while I have a deep reverence for the magic, I am equally invested in the systems that make it land with excellence. Whether I am managing a global rollout or booking a guest for a live broadcast, I focus on the "how" as much as the "what."
 

I am truly humbled that my career has been a journey through some of the most influential rooms in entertainment, news, and marketing. My foundation was built on a commitment to precision, starting at Mercedes-Benz USA, where I supported product integrity and digital quality assurance and extending into the world of public radio. As a news reporter and producer for NPR-affiliates WFUV and WNYC Radio, I developed a deep respect for journalistic integrity. That dedication to accurate, high-impact storytelling led me to NBCUniversal, where I worked for the award-winning series Dateline NBC and various production companies. From casting for @OWNTV to orchestrating events, I’ve spent my career ensuring that ambitious visions move from a dream to a global reality.

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Beyond the networks, I have a heart for the 'build.' From consulting with startups to collaborating with world-class artists, I specialize in the infrastructure behind the imagination. A recent highlight includes serving as Production Manager for Dark Night, a 12-hour immersive tap-dance endurance performance featuring Andrew Nemr and directed by Tony Yazbeck. Whether architecting a launch plan or managing a complex hybrid event, my goal is always to bring a creator's dream to the finish line with precision.

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​Outside of work, I’m a proud Fordham University alumna (Go Rams!) and a dedicated educator training the next generation of entertainment leaders. I’m also a PAX Fellow, where I’m leaning into the truth that the pen is absolutely mighteier than the sword. ​When it’s time to unplug, I’m usually out on the golf course where I’m currently a very enthusiastic (and very beginner) player, still figuring out my swing but loving the process. If I’m not on the green, you can find me savoring a matcha latte and honing my culinary skills.

 

I don’t just launch projects. I engineer the win. After all, it's in my name. 🏁

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Let’s build something excellent together. ​

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