We’re excited to introduce you to the always interesting and insightful Zayna Salloum. We hope you’ll enjoy our conversation with Zayna below.

Zayna, thanks for joining us, excited to have you contributing your stories and insights. How did you get your first job in the field that you practice in today?

I’ll never forget the moment I got the call that I landed my first job as a Sales Assistant at 20th Television in Chicago. At the time, I was living in Michigan, eager to explore a new city and start a new chapter. I was thrilled to begin my journey, filled with big goals and a strong desire to make an impact in the advertising world. My ambition was to work my way up to an Account Executive role, leveraging my sales skills to get there. It was an incredibly exciting and proud moment—proof that I could accomplish what I set out to do.

Zayna, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m a multi-passionate creative, community-builder, and mental health advocate. I’ve spent the last decade merging my love for marketing, movement, and meaningful connections into everything I do. From working in media and advertising at companies like Groupon and Scripps Networks, starting my own baking catering business, to leading marketing and outreach for a national mental health foundation-my journey has always centered around storytelling, impact, and relationships.

I first got into the world of advertising because I loved the idea of helping brands connect with people in ways that inspire action. That passion expanded into community engagement, nonprofit work, and advocacy. Today, I lead marketing and community outreach for AB Korkor Foundation for Mental Health that funds programs like Fit Kids across the country, and I also create digital content that celebrates joy, movement, and mental well-being.

Across all my work—whether it’s planning an event, pitching a partnership, or creating content—I help people and brands tell their story in a way that feels authentic and alive. My superpower is relationship-building. I thrive on connecting: between brands and causes, between people and their passions, and between wellness and everyday life.

What sets me apart is my ability to bring a genuine, grounded energy to everything I do. I blend creativity with strategy, I have built brand identity from scratch—all while staying deeply committed to the mental health mission behind it all.

I’m also a vocal advocate for justice and human rights, including the liberation of Palestine. I use my voice and platforms to speak out against the ongoing humanitarian crisis in Gaza, and to uplift stories, organizations, and people working toward peace and equity. For me, advocacy isn’t separate from the work I do—it’s interwoven into the way I show up, build community, and strive to create spaces where all people are seen, valued, and supported.

I’m most proud of the work I’ve done to champion mental health in communities that are often overlooked. Whether it’s hosting movement-based events, helping schools access fitness programs, or launching creative campaigns around wellness and justice, I’m driven by the belief that motion impacts emotion—and that joy and healing can come from something as simple as moving your body or gathering with others.

If there’s one thing I’d love potential clients, followers, or collaborators to know, it’s that I care deeply about impact. Whether you’re hiring me to build a campaign, collaborate on a brand, or speak at your event, you’re getting someone who brings passion, purpose, and a little bit of sparkle to the table.

Can you tell us about a time you’ve had to pivot?

One of the biggest pivots in my life happened during the COVID-19 pandemic. At the time, I was running Zayna Bakes, my catering business that had grown out of a deep love for baking and building community through food. I had worked hard to establish a local presence—serving at events, creating custom treats, and watching my passion turn into something real and sustainable.

Then COVID hit. Like so many small business owners, I was faced with canceled events, supply shortages, and the harsh reality that gathering around food—the very heart of my business—was no longer possible. It was devastating. Baking had always been more than a business for me; it was a creative outlet, a way to connect with people, and something that brought me (and others) joy during uncertain times.

But in that stillness, I also started to reflect on what people—and I myself—really needed most: support, connection, and healing. The pandemic magnified a crisis we were already facing: mental health. I realized that while food had been my way of nurturing people physically and emotionally, I wanted to take that further.

That’s when I made the shift into mental health advocacy and social justice work. I began volunteering, eventually taking on a larger role leading marketing and community outreach for a national mental health foundation called the AB Korkor Foundation for Mental Health. We fund programs like Fit Kids, which brings physical activity and wellness education to underserved schools, and we create movement-based campaigns that show how physical activity can directly support mental well-being.

The pivot wasn’t easy—but it was necessary. I went from baking cakes to building partnerships, from curating dessert tables to curating community impact. And while I still bake for the joy of it, my focus now is on something bigger: changing the way people understand and care for their mental health, especially in communities that are too often overlooked.

That transition taught me that our purpose can evolve—and sometimes, in unexpected ways. It reminded me that while our tools might change, our why can stay the same. At my core, I’m still about nourishment—just now, I’m doing it through storytelling, movement, and advocacy.

Putting training and knowledge aside, what else do you think really matters in terms of succeeding in your field?

Other than training and knowledge, I believe the most helpful qualities for succeeding in my field are empathy, adaptability, and the ability to build authentic relationships.

In the world of marketing, social justice, and mental health advocacy, you’re constantly working with people—whether it’s community members, partners, donors, or collaborators. Empathy allows you to truly understand their needs, pain points, and motivations. It helps you craft messages that resonate and create programs that actually serve people where they are.

Adaptability has also been key. Things rarely go exactly as planned—whether it’s a global pandemic that forces you to pivot your entire business, or a campaign that doesn’t land the way you expected. The ability to stay grounded while adjusting your approach is what allows you to keep moving forward without losing sight of your purpose.

Contact Info:

• Website: https://www.abkf.org
• Instagram: zaynabakes

Image Credits

Zayna Salloum

Stephanie Bassos