My Work
Explore a selection of my academic and creative projects that highlight my experience in marketing strategy, brand development, and ethical communication. Each project reflects my passion for understanding consumers and creating campaigns that drive meaningful connections.
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Bassett Street Brunch Club Marketing Research Project
This project focused on understanding customer satisfaction and emerging dining trends for Bassett Street Brunch Club, a local Madison restaurant. My team conducted in-depth interviews, focus groups, and surveys with UW–Madison students to uncover preferences around menu items, pricing, and service. The insights helped shape data-backed recommendations for improving the restaurant’s marketing strategy and customer experience.
Strategic Marketing Plan: Ticketmaster x Spotify FanQueue
In this group consulting project, I focused on defining the target market and crafting the positioning and value proposition for FanQueue, a Spotify-integrated loyalty service that rewards superfans with early concert access. Our team analyzed market attractiveness, competitive positioning, and consumer behavior using frameworks like SWOT, Porter’s Five Forces, and STP to build a data-driven go-to-market strategy. This project strengthened my skills in audience analysis, strategic positioning, and collaborative problem-solving.
Business Ethics Case Study - Pepsi/Kendall Jenner Campaign
Analyzed Pepsi’s controversial Kendall Jenner ad to explore ethical missteps in brand messaging and the disconnect between corporate values and marketing execution. Developed recommendations for how brands can authentically align with social causes to strengthen consumer trust and credibility.
PetConnect - Start-Up Creation
Collaborated with a team to create PetConnect, a start-up concept bridging the gap between pet seekers and shelters. Conducted market research, developed a full business plan, and presented a pitch deck outlining digital strategy, competitive positioning, and partnership opportunities.
