Communications strategy, message development, media relations, digital campaign, executive communications, and community outreach.

I helped lead the communications strategy for the Grocery Pricing Transparency Ordinance, translating a complex policy proposal into clear, accessible messaging for residents, media, and community stakeholders.

A consumer-protection policy only works if people understand the problem it's trying to solve.

Many San Diegans-especially seniors, working families, and people without reliable internet access-were being locked out of grocery discounts because retailers were shifting deals to digital platforms. We needed to make a technical policy discussion feel relevant to everyday shoppers.

Start with the checkout line—not City Hall.

We built a communications strategy centered on fairness, accessibility, and affordability. We translated the policy into plain language, created engaging digital content, coordinated media outreach, and took the conversation into the community-especially to seniors and older adults.

A more informed public and a stronger conversation about affordability and fairness.

Our communications helped carry the ordinance from a City Hall policy discussion to a broader public conversation, with earned media coverage, strong community engagement, and ongoing education as the ordinance went into effect.

Explain the Problem

• Press conference

• Media outreach

• Digital campaign

• Council vote communications

Take the Conversation to Community

• Senior-focused town hall

• Partner outreach (Serving Seniors)

• Community event promotion

• Accessible, multi-channel outreach

Explain What Changes

• Ordinance takes effect

• "What You Need to Know" materials

• Neighborhood meeting updates

• Ongoing media engagement

Town hall participants

Seniors and community members engaged through in-person event.

Video views

Across Instagram, Facebook, and TikTok.

People reached

Through digital content across platforms.