PITAS COLUMBIA

During my internship with City Social, I fully managed the Pitas account, overseeing everything from content planning to performance reporting. I led the creative direction for photo shoots, developed and pitched campaign ideas, and managed content publishing across Instagram and Facebook using our scheduling platform, Later. I created and scheduled posts, wrote all social copy, and maintained a consistent brand voice across feed posts, reels, stories, and graphics.

Our strategy targeted a broad demographic of individuals in their 30s to 60s, aiming to reach a wide audience within the local community. To align with Pitas’s brand identity—highlighting healthy, fresh Mediterranean cuisine rooted in traditional Lebanese family recipes with a Southern twist—we emphasized natural lighting in photography to capture the freshness and authenticity of the dishes, while crafting messaging that reinforced these brand values across all content. I edited video content using CapCut, designed story graphics in Canva, and tracked analytics to guide ongoing strategy.

Over the nine months I managed the account, I contributed to a 2.97% increase in followers, growing the audience from 1,547 to 1,593. The reels I created averaged an 8% engagement rate, with one video reaching over 10,000 views and a 15% engagement rate—making it one of the most-viewed reels on the account, where most videos typically received views in the hundreds or low thousands. Feed posts during my time on the account averaged a 19.5% engagement rate, up from 11% the previous year.