Building the strategy for a mission that matters.
For the 2026 Philadelphia Food Summit, I developed the campaign architecture and narrative strategy connecting the Summit's mission with the people, perspectives, and stories behind its work.
My work included shaping the broader campaign narrative, developing thought-leadership content, and creating the narrative concept for a documentary short. I also ghostwrote four executive op-eds in distinct voices, translating individual leadership perspectives into compelling public-facing arguments.
The goal was to give the Summit a cohesive story across formats, from executive commentary to documentary storytelling, while preserving the distinct perspectives of the people involved.
My role: Content strategy, campaign architecture, narrative development, executive ghostwriting, and documentary concept development.
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Turning a dining concept into an unforgettable brand.
I developed three activation concepts for Picnic, a dining establishment serving a unique blend of American and Lebanese fare, on behalf of their parent company, Kassis & Co. I explored ways to generate revenue while building a more distinctive brand, stronger community connections, and lasting value.
The concepts included a premium omakase experience, a founder-focused gifting initiative, and Picnic Table: a communal dining experience positioned as Philadelphia's Village Table.
For Picnic Table, I developed the brand positioning, experience concept, and narrative connecting premium seasonal food, shared experiences, and a rotating nonprofit mission. The idea was to give people more than a meal to attend. It gave them a reason to gather.
My role: Concept development, brand positioning, narrative strategy, and creative copywriting.
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I ghostwrote this published commentary for Ericka Gaines in The Philadelphia Citizen.
The piece connects food insecurity and community violence, making a case for understanding how these challenges intersect. My work involved shaping the argument and translating the author's perspective into a compelling public-facing piece.
I also pitched this piece and secured placement with The Citizen
Services: Executive ghostwriting & Thought Leadership.
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I ghostwrote this published commentary for Ted Hewson in The Philadelphia Citizen.
The piece examines the relationship between compassion and human connection, developing the author's perspective into an argument designed to engage readers and challenge how they think about community.
My work focused on shaping Ted's perspective on the correlation between compassion and connection into a cohesive argument suited to both Ted's voice and the Citizen's publication voice. I also pitched and got this piece placed with the Citizen.
Services: Executive Ghostwriting & Thought Leadership.
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