My Projects
My projects focus on digital marketing strategy, where I’ve worked on building campaigns, creating Google Ads, and using consumer research to make more informed marketing decisions.
Digital Marketing Competition: Frozen Garden
As part of the Digital Marketing Competition, our team created a campaign for Frozen Garden focused on repositioning the brand toward older consumers. We used research insights to shape messaging around convenience and affordability, and developed a strategy that included paid media, email marketing, and performance metrics.
Estée Lauder Market Research Project
Our team conducted marketing research on Estée Lauder to understand Gen Z perceptions and purchase drivers. Using focus groups and survey data, we analyzed responses across social media, influencers, packaging, and innovation to identify key patterns. Based on these insights, we developed recommendations to strengthen the brand’s connection with a Gen Z audience.
Paid Search Campaign for Kroc Master’s Programs
Our group worked with the Kroc marketing team on a Google Search Ads campaign for the Kroc Master’s Programs. We went through three rounds of creating and improving ads, and using performance data to guide changes. We tracked key KPIs throughout, and our group finished with the highest CTR.
Dutch Bros Global Expansion: South Korea
Our team created an international marketing plan for Dutch Bros to expand into South Korea. The plan focuses on reaching Gen Z consumers through customizable drinks, influencer marketing, and a brand experience adapted to local trends and café culture. We also developed strategies for market entry and long-term growth in a competitive coffee market.
