STRATEGY
By immersing myself in culture, online and off, I uncover tensions, motivations, and opportunities that sharpen positioning and spark cultural relevance.
I push brands to consider where they truly belong and bring a human dimension to data. The result? Brands that don’t just reach people, but resonate with them—and move business forward in the process.
Focus
BRAND STRATEGY
BRAND POSITIONING STRATEGY
CREATIVE STRATEGY
CULTURAL STRATEGY
CONSUMER INSIGHTS + RESEARCH STRATEGY
ENGAGEMENT STRATEGY
work
work
I managed projects, including Meals On Us, a partnership with CAMBA to provide sustainable food solutions for shelter residents while supporting minority-women-owned food businesses including Gage & Tollner and Brooklyn Braised.
Meals On Us, redefined food relief by centering choice, dignity, and sustainability. Instead of traditional food assistance models, this program provided low-income families with restaurant-quality meals tailored to their dietary needs, giving them the power to choose their food for eight weeks—without sacrificing other essentials.
Insights That Shaped the Strategy:
Food insecurity isn’t just about access—it’s about dignity. Families living in shelters often have no control over what they eat, leading to unmet dietary needs and a loss of autonomy.
Nonprofits prioritize reach over personalization. The traditional approach focuses on serving more people, but not necessarily serving them well.
Black women entrepreneurs drive sustainable change.
■ American Express: Founders of Change
Empowering the next class of Black women leaders.
As part of American Express’s commitment to accelerating the growth of Black women entrepreneurs, I developed the strategic framework for engaging Founders of Change recipients.
The Challenge
Turning corporate commitment into sustainable impact.
A Model for Corporate Social Innovation
Through Meals On Us, American Express successfully demonstrated how corporate initiatives can go beyond philanthropy to create systemic change. The program provided immediate relief to food-insecure families while empowering women entrepreneurs.
Strategic Partnerships
The initiative enlisted top Brooklyn chefs—Sohui Kim, Caroline Schiff, Christa Lynch, and Akhtar Nawab—to craft over 5,000 high-quality meals for CAMBA residents. Offsetting eight weeks of food costs which allowed residents to get caught up on bills, purchase necessary medications, and even opened savings accounts for the first time. All without sacrificing food dignity.
American Express Founders of Change recipients
Meals On Us food delivery prep
Chef Caroline Schiff and a volunteer delivering meals to CAMBA shelters
Social assets
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While my primary focus is commercial advertising, my expertise has been applied to a range of creative projects and my skill set is always evolving.