MUHAMMAD SHAFIU ABBA
Gwarimpa, Abuja
Summary
Dynamic Program Manager with a proven track record at AMMASCO Radio, enhancing listener engagement through strategic partnerships and process improvements. Expert in client retention and relationship management, leveraging strong leadership and communication skills to drive successful marketing initiatives and optimize project efficiency.
Overview
14
14
years of professional experience
Work History
Program Manager
AMMASCO Radio
Kano, Nigeria
2024.10 - 2025.11
- Led cross-functional teams to deliver engaging radio programming and successful marketing initiatives that increased listener participation.
- Coordinated production schedules for live broadcasts, ensuring timely execution and effective collaboration among on-air talent.
- Implemented process improvements that streamlined program development workflows, enhancing overall project efficiency.
- Developed strategic partnerships with local businesses to enhance community engagement.
- Facilitated training sessions for staff on radio operations and audience interaction.
Regional Marketing Manager
United States Agency for Global Media (USAGM)
Abuja, Nigeria
2019.10 - 2025.03
- Coordinated cross-functional teams to successfully execute multi-channel marketing campaigns, enhancing brand visibility.
- Developed regional marketing strategies that increased audience engagement and expanded market reach.
- Analyzed market trends and audience insights to inform strategic decision-making processes.
- Oversaw budget allocation for regional marketing projects, optimizing resource usage to maximize campaign effectiveness.
- Managed content creation for digital platforms to promote USAGM's mission and values.
- Established partnerships with local organizations to expand outreach efforts and visibility.
Business Development Associate (South & Western Africa)
British Broadcasting Corporation (BBC) World Service
Abuja, Nigeria
2012.01 - 2019.10
- Increased BBC partner network by an average of 15% each month using cutting-edge inbound marketing techniques.
- Managed sales of digital media contents and negotiated contracts with media partners and media agencies.
- Led strategy and marketing campaigns with premium partners, targeting a potential audience of 20 million and optimizing collaborative opportunities.
- Developed strong C-level relationships within the top media and advertising agencies in Nigeria and influenced all layers of senior management within the agencies.
- Tracked revenue performance across partner portfolio, enhancing client retention strategies and strengthening partnerships.
- Monitored implementation and performance of offline and online media content through detailed reports.
- Licensed BBC media contents to media partners and monitored compliance with company policy on media contents.
- Interfaced with regulators, media partners and Agencies to ensure good working relationships
- Provided capacity building and outreach programs to partners and external stakeholders.
- Carried out due diligence exercises and information gathering on potential media partners.
Education
Post Graduate Diploma - Public Administration
NASARAWA STATE UNIVERSITY
Keffi01.2018
Business Development Training - Client Relationship Management Training, Account Management Training, SAP Training
BBC ACADEMY
Salford, UK01.2017
Bachelors Degree - Hausa
AHMADU BELLO UNIVERSITY
Zaria2002-07
Skills
- Client retention and relationship management
- Sales and account management
- Lead generation and contract negotiation
- Dispute resolution
- Microsoft Office proficiency
- Interpersonal and networking skills
- Leadership and communication skills
Accomplishments
- Pivotal to the launch of BBC New Nigerian Languages across Southwest, East, and Northern Nigeria in 2017.
- Revamped non-performing accounts and increased revenues generated from commercial account business by 70%.
- Achieved a record-high client growth in 2016 by developing a comprehensive sales and marketing plan that doubled the audience base.
- Implemented CRM and capture strategy in 2017 and reorganized the West African business dashboard.
- Secured a previously forfeited £15,000 sustainability annual income for BBC, which was used to create more exciting content.
- Increased sales of media content by 60% over a two-year period.
- Provided capacity-building training to private and public media agencies across Africa and partnered with influencers in achieving brand love and acceptance.
References
Referees will be provided on request.
Volunteering Roles
- Advocacy Officer, I am the Advocacy Officer of my community's development project under the umbrella of '34th Organization' which schedule regular visits to orphanage and addresses community issues like security, sanitation, behavioral change, and cultural best practices that foster diversity and inclusion.
- Community Project Volunteer, On my sphere time I like being in projects that would help people even if it's in small proportion.
Languages
English
Proficient (C2)
C2
Hausa
Native
Native
Pidgin English
Proficient (C2)
C2
References
References available upon request.
Timeline
Program Manager
AMMASCO Radio
2024.10 - 2025.11
Regional Marketing Manager
United States Agency for Global Media (USAGM)
2019.10 - 2025.03
Business Development Associate (South & Western Africa)
British Broadcasting Corporation (BBC) World Service
2012.01 - 2019.10
Post Graduate Diploma - Public Administration
NASARAWA STATE UNIVERSITY
Business Development Training - Client Relationship Management Training, Account Management Training, SAP Training
BBC ACADEMY
Bachelors Degree - Hausa
AHMADU BELLO UNIVERSITY