alpha kappa psi community relations
background: alpha kappa psi is a co-ed professional fraternity, and directorships make up the organization. community relations is a directorship that runs events facing the rest of the study body before official recruitment. instagram
role: as project manager, i coordinated 3 team members to organize 6 campus-wide events based on surveying student focus groups to raise brand awareness.
the reality: students know business fraternities are rigorous, but don’t know why.
the tension: students know they would have to dedicate time, but alpha kappa psi doesn’t demonstrate why it’s a worthy investment.
the strategic problem: how can alpha kappa psi communicate the value it provides to its members to an outsider?
my insight
students’ time is precious. it’s not required to join a student organization, so a reason must be provided.
my response: built 6 events demonstrating 4 core values of the organization: professional development volunteering student leadership campus presence
my impact: ~300 attendance across all events. 78% conversion from pre-events to official recruitment events.
skills: event planning design project management surveys
bits of good
background: bits of good is a student-run nonprofit that connects students with nonprofits around the world to build powerful web apps for their systems. instagram substack website
role: i started as a brand marketer, where i created video, visual, and written materials and standardized instagram and substack kpis. when i was the marketing director, i continued these initiatives while a/b testing timing, design, and meta targeting and aligning 12 members across campaigns.
the marketing team serves as the cornerstone of all student recruitment efforts.
the main message
bits of good builds your career and your community.
skills: a/b testing design marketing analytics meta ad targeting project management social media
my response: analyzed instagram and substack views, engagement, conversion rates. built ~70 instagram posts (trial reels, geo-targeting). curated and standardized brand messaging. stress-tested strategies in 30-day phases. wrote 6 substack articles.
my impact: strategic social media presence and credibility: +500 instagram followers +188% substack views 3 company sponsors $25k raised
good molecules
background: good molecules is an affordable skincare brand offering science-backed, transparent, vegan, and cruelty-free formulas. their main target audience is college students. website
role: as a brand ambassador, i designed a storytelling-led strategy because of the target’s preference for authenticity. i did this through short-form content and an on-campus activation.
64% of students ranked quality over price for skincare products. i decided to communicate quality through brand transparency, emphasizing the simple ingredient list, vegan and cruelty free manufacturing, personal testimonies, and the packaging’s clear recommendation on a routine.
my response: designed a slide deck. produced and targeted 3 tiktok videos. led campus activation with 3 events: 2 student organizations tabling at student center.
my impact: 95% of the 15k views coming from atlanta and 98% of viewers being 18-24. reached 550+ students, distributing 500+ products.
skills: event planning design operations social media
matmerize
background: matmerize is an ai-startup that uses machine learning to design, predict, and optimize polymers and formulations. the ceo is the founder of the polymer informatics space. website
role: being a business development intern, i analyzed client journeys across 5 channels: references, ai search, google search, email, and linkedin. google search appeared to offer the largest roi. i benchmarked competitors using chatgpt, gemini, and claude to inform keyword strategy and seo-optimization.
companies are searching for an ai-tool to reduce time researching and developing the optimal polymer.
matmerize offers a solution to their problem. and i made sure they knew that.
my response: a two-pronged paid and organic marketing strategy driven by thorough and ai-assisted research: designed a google search campaign. redesigned the website to be seo-optimized.
my impact: broadened brand reach. +180% ctr in 1 month from $250. 15% increase in leads within 2 months. defined acquisition channel priority.
skills: event planning design project management surveys
mengseats
background: daniel meng is a georgia tech alumni and chef running @mengseats. @mengseats is a growing cooking food influencer on instagram. full report website
role: to develop his presence, i partnered with him to create and drive traffic to a website on squarespace.
skills: a/b testing digital marketing marketing analytics meta ad targeting social media
my response: analyzing ga4 to iterate and optimize seo, ui, and ux. benchmarking competitor content and websites. following rising social trends. specific local meta ad targeting. social listening on instagram, tiktok, and reddit.
my impact: drove meaningful traffic organically 10k pageviews monthly, 91% organic +15k instagram followers 2 company sponsors
minturn whisky
background: minturn whisky is a distillery located in Eagle County, Colorado who wanted a rock-solid brand strategy. instagram website
role: as a brand marketer, i identified 3 business opportunities, building the brand in a united direction
the research: consumers are shifting to a more experiential drinking style, but dismiss minturn as a brand they don’t know.
the insight: consumers yearn for an immersive and unique memory.
the idea: reframe minturn whisky’s internet engagement as a one-of-a-kind relationship.
now, minturn whisky’s social media and website strategy tells their story, defining their brand with their experience-driven, high-quality, scottish flair.
my response: 5c, 4p, competitor, customer journeys analyses to uncover the optimal value proposition.
my impact: clear 90 day roadmaps for 3 business opportunities building relationships through instagram; reputation through competitions; experiences through expanded distribution channels.
skills: brand strategy marketing analytics social media
all consumers — old and new — want present and engaging brands but are also drawn to unfamiliar cues that transport them to a new destination. yet most colorado distilleries force them to choose between the two. not all experiences can be in-person. what if minturn whisky became your friendly colorado distillery tour guides online?
scheller college of business
background: scheller college of business wanted to grow the number of undergraduate students enrolled in its marketing certificate.
role: as the marketing assistant, i made sure to understand the target by interviewing past and current certificate holders.
“who and what convinced you?”
academic counselors.
my response: led an academic advisor info session, discovering that powerpoint slides are the easiest to share. materialized the optimal value proposition into 6 canva assets with unique cases.
my impact: 3 target segments defined. campaign launched in time for the fall semester. 75% increase in engagement in 3 months.
skills: brand strategy design digital marketing interviewing marketing analytics