Market Researcher
Smithsonian National Museum of Natural History
As part of my graduate Marketing Research course, I worked on a consulting project for the Smithsonian National Museum of Natural History focused on understanding visitor behavior and how it translates into retail purchases. Through in-museum observations, interviews, and secondary research, we found that visitors are more likely to buy products connected to exhibits they just experienced, that families prioritize educational and interactive items, and that price sensitivity plays a significant role in decision-making.
Based on these insights, we developed recommendations including exhibit-linked product bundles, customization stations, and ways to connect the in-store experience with digital content. I contributed by shaping the research, synthesizing insights, and presenting our final recommendations to Smithsonian stakeholders — strengthening my ability to turn research into clear, actionable ideas.
Digital Marketing Strategiest
As part of my Digital Marketing course, I developed a social media campaign for Alo Yoga focused on strengthening its presence among Gen Z and millennial audiences. Built around an Alo x Owala collaboration, I explored how influencer marketing and short-form content can connect the brand to everyday wellness routines — creating target audience personas, planning content across Instagram and TikTok, and allocating a campaign budget across content creation, influencers, and paid ads.
I focused on how creator-led content like "day in my life" videos and wellness routines can drive engagement, while encouraging user-generated content through a branded challenge to build community. I also defined key metrics to track performance across engagement, conversions, and retention — deepening my understanding of how brands can turn social media trends into structured, community-driven campaigns.
Alo Yoga – Social Media Campaign Strategy
Service Marketing Strategiest
As part of my Service Marketing course, our team partnered with Al Dente restaurant to analyze their end-to-end dining experience and understand how service delivery shapes customer perception and satisfaction. Mapping the full customer journey from discovery and reservations to dining and post-visit feedback revealed key breakdown points around wait times, order accuracy, and communication. Using service blueprinting and the Gaps Model, we identified how operational inconsistencies and lack of transparency directly impact trust and brand perception.
Our analysis found that the issue wasn't the restaurant's concept, but how the experience is executed, where small breakdowns across frontstage and backstage processes compound into a fragmented customer journey. Based on these insights, we developed recommendations around capacity management, pricing transparency, service recovery, and quality control, and presented our findings directly to the restaurant manager.
Al Dente Restaurant
Digital Marketing Strategiest
You Craved, We Crumbl’d — Campaign Analysis
This project analyzes Dove's "You Craved, We Crumbl'd" campaign, exploring how a heritage brand leveraged culture, collaboration, and creator-led content to reintroduce itself to a younger audience. The campaign combined Dove's credibility with Crumbl's viral, limited-edition drop model, transforming body care into a playful, trend-driven experience. Through weekly product reveals, creator partnerships, and PR-led storytelling, the campaign embedded itself into Gen Z's social media behavior by tapping into short-form content, unboxing culture, and FOMO-driven engagement.
The strategy demonstrated how community, creators, and product storytelling can drive large-scale visibility, generating billions of impressions and significant engagement across platforms. At the same time, the campaign highlighted the limitations of trend-driven marketing, particularly around product accessibility and longevity, showing the importance of sustaining momentum beyond the initial viral moment.
Brand Strategist
Kogod Creator Summit | Brand Strategy & Creator Platform
As part of my Brand Strategy course, my team helped develop and execute the Kogod Creator Summit, from shaping the event concept and theme to supporting setup and the overall attendee experience. The event brought together student creators, industry professionals, and brand sponsors including Nordstrom, CAVA, and Staples. Following the Summit, we conducted interviews and analyzed attendee feedback to understand how American University could strengthen its position within the creator economy and build deeper relationships with student creators. We identified key challenges including creator isolation, difficulty finding collaborators, limited access to trusted brand opportunities, and time constraints. Our research found that 85% of participants said community and peer connection would motivate them to create more, while 91% expressed interest in a dedicated campus platform for discovering collaborators and brand opportunities.
Based on these insights, we developed a strategy to extend the Creator Summit beyond a single event and create a year round creator ecosystem. We designed a searchable creator platform where students could build profiles, discover collaborators, access brand opportunities, find events, and connect through a community feed. The concept prioritized community, transparency, and accessibility, creating a space where student creators could grow their presence while giving brands an authentic way to connect with emerging talent.
Digital Marketing Strategiest
Yellow Café | Integrated Digital Marketing Strategy
As part of my Digital Marketing course, I developed an integrated digital strategy for Yellow Café, a Washington, DC based café and restaurant. I began by analyzing Yellow's target audiences, digital presence, and competitive positioning against Tatte, identifying opportunities to strengthen local SEO, expand paid media, and increase awareness of its catering services. The strategy focused on connecting these insights to three business goals: increasing brand awareness, driving café and website traffic, and generating qualified catering leads.
I then developed campaigns across Google Search, Meta, Snapchat, LinkedIn, and TikTok, tailoring the audience, creative, CTA, and objective to each platform and stage of the customer journey. The plan combined consumer campaigns for breakfast, coffee, and store visits with B2B campaigns targeting professionals and decision makers for catering, supported by measurable KPIs and campaign forecasts. I also recommended strengthening Yellow's Google Business Profile and expanding SEO focused content to improve local discovery and long term search visibility.
