By Michaella Faith Wright
From the buzzing newsrooms of Sierra Leone to the corridors of diplomacy, Asmaa James has proven that with determination, consistency, and passion, women can redefine leadership and break barriers in spaces once dominated by men.
In a media landscape where leadership roles are often reserved for men, Asmaa James has emerged as a trailblazer. Her journey from being a reporter to becoming a station manager and now serving as Sierra Leone’s Deputy Ambassador to Belgium is nothing short of remarkable.
Asmaa began her career in journalism with a deep sense of purpose and a commitment to tell stories that matter. As a young reporter, she was not afraid to ask the difficult questions or cover challenging stories. Her passion and work ethic quickly gained her recognition in the media sector, paving the way for her promotion to station manager — a role that few women in Sierra Leone had held at the time.
Her leadership at the radio station was transformative. She prioritized women’s voices, community-centered content, and ethical journalism. Asmaa didn’t just occupy a managerial position — she used it to create opportunities for others, especially young female journalists who often found it difficult to navigate the male-dominated newsroom environment.
Driven by a passion to amplify the voices of women and girls, Asmaa went on to establish Rise Radio, a platform dedicated to issues affecting women, human rights, and development. Through this station, she gave a voice to those often unheard and created a safe space for meaningful dialogue on gender equality and social justice. Today, she serves as the CEO of Rise Radio, inspiring a new generation of journalists to be fearless and focused.
Her activism has not gone unnoticed. Asmaa James has received multiple awards and recognitions both locally and internationally for her role in advancing the rights of women and children in Sierra Leone. Her consistency in advocacy and leadership was further recognized when she was appointed as Sierra Leone’s Deputy Ambassador to Belgium.
Her transition from journalism to diplomacy is a testament to her versatility and the value of media professionals in international relations. It also sends a powerful message to young women in media and public service — that your voice, when used with purpose, can take you far beyond the newsroom.
Asmaa’s story is more than just a personal success; it is a symbol of hope and possibility. She has broken the glass ceiling not just for herself, but for every young woman who dares to dream in Sierra Leone and beyond. Her life is a reflection of what it means to be consistent, committed, and courageous.
In a world that often questions the leadership capacity of women, Asmaa James stands tall as proof that women can lead — not just in the newsroom, but on the global stage.
Copyright –Published in Expo Times News on Friday,4th July, 2025 (ExpoTimes News – Expo Media Group (expomediasl.com)
