I believe in blending innovation with utility, bringing that practice to Fortune 500 companies and startups alike. Research-based and idea-driven, my work is informed by a background of diverse experiences including a foundation in studio arts and biochemistry, an understanding of generational differences, a commitment to equity and inclusion, and a curiosity for the new and next. I have been fortunate to collaborate with leaders and organizations across industries, including entertainment, retail, technology, food & bev, travel, media and more.
ADDITIONAL WORK
Food & Bev–
Global Brewing Company
Working with the innovation department and corporate venture capital team, I developed a beverage brand to reignite Gen Zs interest in the underperforming beer category. Through primary market research, we identified young consumers’ concerns with alcohol and then designed and formulated a mood-enhancing drink line to address their thirst for control. The brand received an acquisition offer from an internal global beer brand.
market research, brand strategy, beverage formulation, messaging, packaging, collateral, social media, fundraising, launch team
Media–
Media & Consumer Brands Company
To advise the content strategy and increase attract advertising partners, I executed biannual thought-leadership pieces for a global media, marketing, and consumer brand company. The studies were supported by qualitative and quantitative research to segment their audience from competitors and the landscape as a whole. The content was also leveraged by company leaders on panels and in presentations to garner press for their online properties.
survey design, qualitative interviews, competitive landscape, content development, sales strategy, press coverage
Food & Bev–
As the energy drink company prepared to target female consumers, I identified the current cultural trends impacting Millennial and Gen Z women and suggested how the brand could authentically connect with this customer group. I presented the material to their global marketing team, including their CMO, and it was used to inform their branding, product design, packaging and marketing strategy.
consumer trends, market research, brand positioning, product development, marketing strategy
International Energy Drink Brand
Food & Bev–
Premium Spirits Importer & Distributor
To rebrand an imported premium vodka andconnect with a new generation of drinkers, I facilitated nationwide focus groups and conducted a comprehensive global market analysis. Alongside the brand’s ad agency, we applied the research to refine the brand’s position within the current landscape, updating the product design, flavor portfolio, and marketing content to create a cohesive identity and communication strategy.
qualitative interviews, market research, competitive analysis, brand positioning, product design, beverage development, marketing strategy
Entertainment–
TV Production & Distribution Studio
As a production studio considered the development of a new daytime talk show to connect with minority viewers, I conducted quantitative and qualitative research with to assess potential celebrity hosts and develop episodic content suggestions. I contextualized the findings with macro and micro consumer trends to make the show conversations genuinely reflective of the moment. The show premiered to the second-best daytime talk launch.
audience testing, content development, consumer trends, competitive landscape
Media–
Women’s Beauty and Fashion Magazine
Through a segmentation study, I defined a unique segment of readers of an American women’s magazine. The quantitative findings were paired with qualitative insights to bring to life this influential group, garnering advertising partners for the publication and revamping their content strategy. Our team also reviewed their covers monthly to advise on headlines and content positioning.
segmentation study, consumer trends, sales strategy, content development, magazine design
Travel–
Multinational Hospitality Company
Yearly, I hosted executives from a global hotel chain in burgeoning cities to assess development opportunities. I designed the multi-day experience to familiarize the team with each destination, advising on how to successfully open new properties in the markets or update existing hotels to attract younger consumers. Our team also worked closely with franchise owners to update their hotel offerings and marketing to reflect the local community.
consumer trends, market research, marketing strategy, go-to-market strategy