My Work
Explore a selection of my academic 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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Skills: Brand Strategy · Concept Development · Menu Development · Hospitality Strategy · Financial Planning
House 71: Brand & Concept Development
2026 · Lettuce Entertain You Internship · Final Project
Developed House 71, a contemporary American tavern concept, as a final project during my Lettuce Entertain You internship. Built the concept from the ground up, including brand positioning, menu development, digital presence, restaurant design, financial projections, and private dining strategy. The concept brought together regional American culinary traditions with a modern, social approach to hospitality.
Critical Thinking with AI: Marketing Strategy
2026 · Technology & AI Internship
Developed a critical thinking exercise during my Technology & AI internship for students in Marketing 460, UW–Madison’s capstone marketing course. Used NotebookLM to generate an initial SWOT analysis of IKEA, then challenged the output by adding context and evaluating what information was missing. Compared the original and revised analyses to demonstrate how marketers can use AI as a starting point while applying human judgment to validate information, identify gaps, and strengthen strategic insights.
Skills: AI Literacy · Critical Thinking · Marketing Strategy · SWOT Analysis · Research
Skills: Market Research · Marketing Analytics · Nielsen Data · Competitive Analysis · Strategic Recommendations
Secret: Brand & Category Analysis
2026 · Marketing 460 · Team Project
Conducted a brand category analysis of Secret Deodorant using Nielsen market data to evaluate competitive positioning, sales performance, distribution, promotional efficiency, and brand loyalty. Compared Secret with Dove and Schmidt’s to identify market opportunities and developed strategic recommendations for regional distribution, promotions, and product availability.
NotebookLM: Marketing Research & Strategy
2026 · Technology & AI Internship
Developed an AI-powered marketing research demonstration during my AI & Technology internship for students in Marketing 460, UW–Madison’s capstone marketing course. Using NotebookLM and research on Lettuce Entertain You Enterprises, I demonstrated how marketers can leverage AI to organize sources, uncover insights, and inform strategic frameworks such as SWOT analysis. The presentation also included a step-by-step guide for building and using a NotebookLM workspace.
Skills: AI-Assisted Research · Marketing Research · Strategic Analysis · SWOT Analysis · Prompt Development
Skills: Consumer Research · Qualitative Research · Quantitative Research · Survey Design · Customer Insights
Bassett Street Brunch Club: Marketing Research
2025 · Marketing Research Course · Team 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.
Starbucks: Marketing Metrics & Data Analysis
2026 · Technology & AI Internship
Developed a data analysis demonstration during my AI & Technology internship to teach students in Marketing 460, UW–Madison’s capstone marketing course, how to identify, calculate, and interpret foundational marketing metrics. Using sample Starbucks customer data, I demonstrated customer segmentation, market share, acquisition, and churn metrics while highlighting how data assumptions can influence marketing insights.
Skills: Marketing Analytics · Data Analysis · KPI Development · Excel · Data Interpretation
Skills: Market Analysis · STP · Competitive Analysis · Positioning · Go-to-Market Strategy
FanQueue: Strategic Marketing Plan
2025 · Marketing Strategy Course · Team Project
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.
PetConnect: Startup & Market Strategy
2025 · Start-Up creation Course · Team Project
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.
Skills: Market Research · Business Strategy · Competitive Analysis · Digital Strategy · Partnership Strategy
Skills: Brand Strategy · Ethical Marketing · Consumer Perception · Crisis Communication · Marketing Ethics
Pepsi: Brand Ethics Case Study
2025 · Business Ethics Course · Individual Project
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.