How Zohran Mamdani Built a Movement: The Team and Strategy Behind New York’s New Mayor

The remarkable success of Zohran Mamdani—rising from a relatively unknown figure to the Mayor-elect of New York City—is largely attributed to a specialized team of individuals and strategic support from the Democratic Socialists of America (DSA).

This dynamic group, made up of seasoned political minds and talented young organizers, crafted a highly effective campaign built on social media messaging, intensive fieldwork, and a compelling platform focused on real issues facing the city. His victory represents a major shift in the city’s political landscape, powered by a movement of more than 100,000 volunteers and a message that resonated deeply with the working class.

Mamdani’s transformation into a global political figure following his win in the New York City mayoral race is a story of strategic brilliance and mass momentum. Just one year ago, he was nearly unknown, but a dedicated team—mostly young people—helped him design an innovative social media strategy that generated a movement of over 100,000 volunteers. This victory is also closely tied to strong support from the local chapter of the Democratic Socialists of America, an organization that has played a crucial role in his political rise since 2019.

Among the key figures set to join his administration on January 1 is Elle Bisgaard-Church, appointed as Chief of Staff. Widely recognized for her essential role in the campaign, one co-chair of the New York DSA chapter described her importance as unmatched.

Bisgaard-Church, who previously served as Mamdani’s chief of staff during his time in the Albany State Assembly, brought a unique mix of dedication and strategic vision to her first major campaign leadership role. Her approach, as reported, emphasized “consistency, clarity, and authenticity” in communication, combined with intensive volunteer fieldwork and building a “multiracial, multigenerational coalition” supported by influential political figures.

Mamdani’s incoming team blends fresh perspectives with deep experience. Alongside Bisgaard-Church is Dean Fuleihan, bringing 74 years of combined expertise in New York City budget policy and known for his work under a former mayor. The team is further strengthened by current Police Commissioner Jessica Tisch, widely credited with major reductions in crime and gun violence, as well as her efforts to remove thousands of illegal weapons from the streets.

The campaign’s early phase was a lean, tightly focused operation, according to journalism professor Theodore Hamm, who authored a book about Mamdani’s rise. But a core group of individuals quickly propelled the campaign forward. This included strategist Andrew Epstein—the creative force behind many of the campaign’s viral videos—and Zahra Rahim, a communications expert with a strong background in high-profile campaigns and deep knowledge of the city’s media landscape. Rahim played a key role in connecting Mamdani with prominent figures and shaping his public image to reflect the “real New York,” cutting through traditional political narratives.

Andrew Epstein’s strategy was multi-dimensional, combining an intense focus on social media with rigorous field engagement, including door-knocking campaigns across all five boroughs. While he later shifted into a creative role, his early work as communications director set the foundation for the campaign’s innovative outreach. Another central figure was 26-year-old Morris Katz, who, along with other young strategists, advocates redefining the Democratic Party by addressing deeply rooted inequality instead of preserving the status quo.

The Democratic Socialists of America played an essential role, with efforts beginning years before Mamdani decided to run for mayor. This included building a network of locally elected officials and developing a broad infrastructure of organizers trained in field interventions and direct outreach.

This organizing power—combined with Mamdani’s platform addressing the cost of living, including free bus service, affordable child care, and a rent freeze for regulated apartments—resonated strongly with voters. His message helped him earn an unprecedented number of votes in modern city history, highlighting a clear demand from the working class for leaders who prioritize their needs.

As Mamdani prepares to take office on January 1, he is set to make history as the first socialist and the first Muslim mayor of America’s largest city—a testament to his distinctive political talent and the collective effort of his dedicated movement.