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My marketing experiences are grounded in data-driven strategies, creative content development, and a deep understanding of consumer behavior.
TL;DR: I have experience in digital marketing, brand strategy, and data analytics in various industries such as tech, sustainability, and arts nonprofits, allowing me to apply versatile strategies to different audiences.
At TerraCycle Australia, I had the pleasure of working within the MarComms team, where I played a key role in executing marketing campaigns and conducting in-depth customer data analysis. My contributions included the development of a comprehensive customer dashboard, which provided valuable insights into customer demographics, product preferences, and purchase behavior. The dashboard categorized customers by location, TerraCycle products purchased, and the purposes for which those products were used — whether for home, work, or other specific needs. This data allowed us to break down our customer base more precisely, enabling the team to tailor marketing strategies and campaigns to specific regions and consumer segments. Additionally, my analysis of purchase trends helped the team identify key opportunities for upselling and cross-promotional offers that aligned with our customers’ sustainability goals. For example, we noticed that a lot of people were using products for the arts, so having a collaboration with a local artist for the look of a TerraCycle Zero Waste Box could be very engaging for those customers.
At Golden Apple, I was in charge of analyzing data from their Summer Scholars Institutes. These programs are designed to train undergraduate students on how to become teachers, with various workshops, lectures, and networking opportunities. Within my role, I had to design surveys asking participants about their experiences as well as analyze the data from these surveys for upper level management. I used Excel to create pivot tables and graphs to visualize the data, which helped me identify trends and patterns in the feedback. I also had to present my findings to the team, which helped me improve my communication skills and ability to present data in a clear and concise manner. This experience taught me the importance of data analysis in making informed decisions and how to effectively communicate findings to a non-technical audience. Surveys were distributed on the event management app Whova, and with the feedback received, I was also able to make recommendations and suggestions on where Whova and improve and what Golden Apple could do to make the experience better for the participants.
At STREB, my marketing skills were able to shine the most. One of my favorite projects was creating Instagram reels that showcased the dancers that were part of STREB at the time. Using Final Cut Pro, I created 6 reels that highlighted each of the dancers' distinct features, using footage from previous performances as well as interviewing them about their favorite parts of working with Elizabeth Streb.
In addition to this, I created a lot of promotional materials for the dance company, such as "one-sheet" flyers to hand to potential partners, a partnership packet for schools looking to host STREB related events, and flyers promoting classes and events at the studio itself. To create these, I used Canva and Adobe InDesign.
I took the initiative to develop comprehensive spreadsheets to identify optimal advertising locations. I meticulously analyzed various fitness apps to gather data on competitors and similar establishments in the area. By pinpointing key fitness venues and wellness centers, I was able to create a targeted advertising strategy that maximized our outreach.
Furthermore, I focused on accessibility by including locations along the L train route, which directly leads to STREB. This strategic approach not only ensured that our advertisements reached a relevant audience but also leveraged the convenience of transportation to attract potential clients. My efforts contributed to a more effective marketing strategy, enhancing STREB’s visibility and engagement in the community.