A marketer who loves whimsy, glitter and a good spreadsheet.

Approach

• Audited Puma, Cava and Adidas — found three engagement patterns worth borrowing
• Structured a curiosity → reveal → community arc across pre-launch, launch day, post-launch
• Wrote every caption platform-native: short hooks, sharp CTAs, hashtag stacking

The strategic bet

The core call: withhold the product pre-launch instead of showing it, so launch day meets a warmed audience instead of a cold one. It's a bet, not a result — this was a concept exercise, not a live campaign — but it's the same logic I'd pressure-test with a real media budget behind it.

Approach

• Meta: 3-tier audience model (core, custom, lookalike) — 2.06% CTR against benchmark
• Google: TCPA bidding, sharpened ad groups — 217 clicks, 3.04% CTR in 7 days
• Amazon: keyword-led listing rebuild across title, bullets and backend fields

What worked

Creative-audience alignment moved efficiency faster than any bid adjustment could. Once the right message hit the right segment, the numbers followed — bidding was secondary.

Approach

• Mapped the full journey — found repeat queries clustered around 4 lifecycle moments
• Delivered the right information before students asked — pre-empting anxiety at the source
• Built one tone-of-voice guide across all three channels

What worked

Great retention marketing isn't selling harder — it's reducing anxiety and building trust. A confused customer doesn't stay a customer. Engagement rose 30%; repeat queries dropped 40%.

Approach

• Category analysis + audience segmentation frameworks, built per brand
• Competitor benchmarking across positioning, messaging, pricing and channel mix
• Synthesized findings into positioning recs and targeting briefs for agency partners

What worked

Research done well makes everything downstream cheaper and faster. A sharp, evidence-backed brief improves agency creative output and campaign efficiency together — CTR up ~12–15%, CPA down ~10–12%.

Approach

• Full brand audit: visual identity, messaging, target-consumer fit, tone, channel presence
• Mapped the gap between what Phoenix said and what the modern consumer needed to hear
• Built a new framework — purpose, personality, promise, proof — anchored in insight

What worked

Brand relevance isn't about looking modern — it's meaning something real to the right consumer. Read the gap through a behaviour lens first, a design lens second. The order matters.