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
Al Dente Restaurant
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.
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.