Project Experience
Marketing & Analytics - Brand Strategy - Consumer Insights
01
Digital Marketing Campaign
Client The Frozen Garden
Developed a full 12-month integrated marketing strategy backed by a $250,000 paid and owned media budget. Conducted primary research targeting adults 65+, performed an SEO audit using SEMrush, and built a comprehensive paid search and social media plan.
Skills used: Survey design, SEO, paid media strategy, audience targeting
02
Paid Search Campaign
Client: University of San Diego College of Arts and Sciences
Executed a live Google Ads campaign focused on Career Readiness & Discovery, targeting prospective students searching for universities and degree programs. Structured three targeted search campaigns around high-intent keyword clusters, continuously optimizing based on performance data across three rounds.
Results:
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16,608 total impressions
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6.82% click-through rate
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$0.80 cost per click
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+50.55% click growth across campaign rounds
Top performing keyword: "Best colleges for undecided majors" — reflecting strong alignment between audience intent and ad messaging.
03
Web Creation Project
Built and launched a personal website using Wix, incorporating SEO strategy, blogging, and email marketing. Identified branded and non-branded keywords across all pages, completed Wix's SEO setup, and ensured full mobile compatibility. Wrote two blog posts aligned with the site's theme, leveraging AI as a drafting tool while personalizing the final content. Executed a targeted email marketing campaign sent directly through Wix.
04
Lululemon Market Research Project
Conducted a two-phase research study exploring why Lululemon is losing relevance with Gen Z consumers. Phase I involved a focus group that surfaced concerns around product quality, pricing, and lack of innovation. Phase II validated these themes through a 95-person survey, finding that brand-name skepticism, weak innovation perception, and price sensitivity were the strongest predictors of declining loyalty. We recommended strategies around product transparency, loyalty program targeting, and repositioning innovation in Gen Z marketing.
