Hi, I’m Chaia ‘Shine’ Raibon. Affectionately known as ‘Texas’ Toast’ on Marketing Twitter. I was given the nickname ‘Shine’ as a child by a neighbor who could not pronounce Chaia (‘Shy yah’). As a result, my late maternal grandmother, and everyone else in my family, started calling me ‘Shine’. I honor her memory by naming my brand ‘Shine Chaia’.

Speaking of my grandmother, after her passing in early April 2014, I relocated to Los Angeles. Shortly after, I joined We Are ONYX, the premier beauty subscription services for Black women, as the executive assistant to the CEO. After three years, I was invited to join the c-suite as Co-Founder and Director of Community. In this role, I showcased my ability to strategically align beauty brands and media to create sustainable partnerships and opportunities to propel the growth of the ONYX brand. 

Much of my work has been rooted in telling the stories of the women in my community and providing them with realistic images of beauty. As the producer of ‘Generation ONYX,’ I assisted in the development of WAO’s first viral campaign, celebrating the history of Black beauty in editorial and presenting a new legacy to the millennial generation.

After my years at WAO, I went on to lead social strategy for brands at the intersection of culture, creativity, and community—including Hatch, Lyft, and Cashmere Agency.

At Hatch, I oversee social and community strategy across Instagram, TikTok, YouTube, and Pinterest, shaping the brand’s voice in sleep wellness through trend-forward storytelling and partnerships with brands like KFC, Dunkin, and Rare Beauty.

Before that, I helped shape Lyft’s cultural presence on social—launching the brand’s first YouTube-first trivia series hosted by Bob the Drag Queen and leading social strategy for seven bikeshare markets including Citi Bike and Bay Wheels.

Earlier in my career, I managed social campaigns for beauty, tech, and entertainment clients at Cashmere Agency, AdAge’s 2018 Multicultural Agency of the Year, for brands including SheaMoisture, STARZ (Power, Power Book II: Ghost, P-Valley), Luminary, and Netflix.

Hailing from Houston, TX, I grew up knowing the importance of relationships and community and designed much of my life with the two in mind. I am graduate of Howard University’s School of Communication. As a member of Alpha Kappa Alpha Sorority Inc, I have volunteered my time to society through sisterhood and community outreach. 

After living in Los Angeles and NYC over the past 10 years, I recently moved back to my hometown Houston, TX with my doggie, Rocket.

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