Campaigns & Plans

A collection of award-winning marketing strategies, creative campaigns, and organizational leadership work.

Campaign Development

  • Gerber Life for All

    1st Place · 2023 AMA Collegiate Summit

    Challenge / Objective:
    Reposition Gerber Life’s student insurance in a way that feels relevant, modern, and appealing to Gen-Z and young adults.

    Project Summary:
    Developed a refreshed strategy rooted in competitive insights, audience segmentation, and a clearer value story that reframed student insurance in a more empowering, lifestyle-aligned way. The final pitch earned 1st Place at the AMA Collegiate Summit, judged on creativity, research depth, and strategic clarity.

    Key Skills:
    • Competitive Analysis
    • Audience Segmentation
    • Strategic Positioning
    • Value Proposition Refinement
    • Insight-Driven Storytelling

    View Full Project

  • Goodwill is You!

    Champions · 2025 Campaign in a Day

    Objective:
    In a timed 3-hour challenge, develop a campaign that increased awareness of Goodwill San Antonio’s full range of services while reshaping how Gen Z sees Goodwill’s purpose, community impact, and commitment to inclusivity.

    Project Summary:
    I led the team in creating Goodwill is You!, a campaign built on the insight that “goodwill” lives in everyday acts of people supporting people. We highlighted how Goodwill empowers job seekers, individuals with disabilities, and community members rebuilding their lives. The pitch blended inclusive visuals, emotional storytelling, and a community-first strategy.

    Key Skills:
    • Creative Concepting Under Pressure
    • Inclusive Messaging & Narrative Development
    • Team Leadership & Rapid Alignment
    • Community-Centered Strategy

    View Full Project

  • No Stress, Just Express

    Objective:
    Position Adobe Express as the go-to creative tool for college students by showcasing its simplicity, beginner-friendly design features, and clear advantages over competitors like Canva.

    Project Summary:
    As team lead, I guided the strategy, messaging, and creative direction behind No Stress, Just Express - a campaign built to help students feel confident creating without the frustration or learning curve. Our concept centered on real student pain points: juggling deadlines, needing fast edits, and wanting polished results with minimal effort. We developed a platform rooted in simplicity and creative freedom, positioning Adobe Express as the easiest, most supportive tool for quick designs, class assignments, and on-the-go social content.

    Key Skills:
    • Campaign Strategy & Messaging
    • Student Audience Insights
    • Value Proposition Development
    • Creative Direction
    • Multi-Platform Concept Development

    View Full Project

  • Your Coffee, Your Way

    Objective:
    Shift consumer perception of Starbucks’ at-home coffee pricing and increase appeal among middle-income coffee drinkers earning $25k–$49k annually.

    Project Summary:
    Starbucks is known for its in-store experience, but with more consumers brewing at home to save money, the brand needed to reposition its packaged coffee as affordable and accessible. Our team built a seven-month media campaign using radio, social ads, and TV placements (including Young Sheldon) to highlight price transparency and value. The message: Starbucks quality is within reach - “Your Coffee, Your Way.” The campaign aimed to boost awareness across several demographic groups and increase purchase consideration for at-home Starbucks products.

    Key Skills:
    • Consumer Insight Development
    • Value Proposition & Message Framing
    • Integrated Media Planning
    • Campaign Strategy
    • Research-Driven Storytelling

    View Full Project

  • Project Sustainability

    Objective:
    Educate students, professionals, and consumers on sustainability practices and launch a three-year plan promoting environmental awareness, social impact, and hands-on learning.

    Project Summary:
    This case study explored how well business students and professionals understand sustainability — and how organizations can bridge the gap. I helped shape strategy for a three-year plan that included awareness-building, Gen Z social engagement, a TikTok challenge, and the launch of the “Project Sustainability” program. The roadmap expanded into workshops, volunteer events, university partnerships, and certification programs for both students and professionals. Success metrics included ROE, conversion rate, PPC, and cost per lead.

    Key Skills:
    • Sustainability Messaging
    • Trend & Consumer Insight Analysis
    • Educational Content Development
    • Strategic Planning & Roadmapping

    View Full Project

Brand & Marketing Strategy

  • Luxury Living Community

    Messaging Strategy

    Objective:
    Develop a refreshed messaging framework that elevates the brand’s personality, strengthens digital presence, and aligns all communications with the community’s lifestyle-focused positioning.

    Project Summary:
    I created a full messaging strategy designed to unify tone, voice, and storytelling across all digital platforms. The framework clarified how the brand should speak to prospective residents, incorporated value pillars tied to lifestyle and amenities, and introduced narrative themes for use across social content, paid ads, and email touchpoints. The final strategy served as the foundation for consistent content creation and future campaign concepts.

    Key Skills:
    • Messaging Framework Development
    • Brand Voice & Tone Strategy
    • Content Pillar Architecture
    • Audience Insights
    • Cross-Team Creative Alignment

    Request Access to Full Strategy

  • Urban Planning Developments

    Brand Social Guide

    Objective:
    Develop a platform-specific social media guide that supports consistent branding, strengthens community engagement, and provides creators with clear direction for posting across channels.

    Project Summary:
    I created a social media guide outlining brand voice, posting standards, visual direction, content themes, creator guidelines, and KPIs. The guide helped unify how internal teams and external collaborators create content, ensuring consistency across Instagram, Facebook, and TikTok. It also included audience research, engagement best practices, and examples of content styles tailored to each platform.

    Key Skills:
    • Social Media Playbook Development
    • Brand Consistency & Visual Alignment
    • Audience Research + Social Listening
    • Multi-Platform Strategy
    • Content Standards & Best Practices

    Request Access to Full Strategy

  • Residential Real Estate

    Social Media Strategy


    Objective:
    Build a modern social media strategy that increases engagement, strengthens brand trust, and supports community growth for a residential real estate brand.

    Project Summary:
    I developed a comprehensive social media strategy including platform goals, content themes, performance benchmarks, and a multi-month rollout plan. The strategy clarified how the brand should position itself online and introduced new storytelling formats, engagement tactics, and posting structures. I also created a pitch-ready presentation outlining insights, competitive findings, and the brand’s refreshed social identity — which was highly praised by leadership.

    Key Skills:
    • Social Media Strategy
    • Data-Driven Insights
    • Content Calendar Planning
    • Creative Direction for Social Formats

    Request Access to Full Strategy

  • Vivant Beverages Plan

    Challenge / Objective:
    Build a full strategic marketing plan for a wellness-oriented mocktail brand with future goals of B-Corp certification.

    Project Summary:
    Created the foundational marketing strategy including community impact framing, market/economic analysis, sales potential forecasting, persona development, and brand/product positioning. All recommendations aligned with long-term Certified B-Corporation aspirations to support purpose-driven growth.

    Key Skills:
    • Market + Economic Analysis
    • Customer Persona Development
    • Brand + Product Strategy
    • Sustainability + B-Corp Alignment
    • Community Impact + Partnerships

    View Full Plan

  • SBC Social Media Plan

    Challenge / Objective:
    Build a yearlong social media plan to boost awareness, engagement, and student attendance for Student Business Council programming.

    Project Summary:
    Developed a platform-specific strategy driven by analytics and student behaviors. Built content pillars, KPI targets, and two major campaign concepts aimed at increasing RSVPs, click-throughs, and Student Success Center badge completions.

    Key Skills:
    • Social Media Strategy
    • Audience Insights
    • KPI + Metrics Planning
    • Content Calendar Development
    • Social Listening

    View Full Plan

  • SBC Brand Guidelines

    Objective:
    Build a yearlong social media plan to boost awareness, engagement, and student attendance for McCoy College Student Success Center programming.

    Project Summary:
    Developed a platform-specific strategy driven by analytics and student behaviors. Built content pillars, KPI targets, and two major campaign concepts aimed at increasing RSVPs, click-throughs, and Student Success Center badge completions.

    Key Skills:
    • Social Media Strategy
    • Audience Insights
    • KPI + Metrics Planning
    • Content Calendar Development
    • Social Listening

    View Brand Guidelines

  • JBL Marketing Challenge

    Objective:
    Increase awareness of the JBL Tour One M3 headphones and strengthen long-term brand loyalty through a refreshed visual direction and influencer-focused strategy.

    Project Summary:
    Our team modernized JBL’s brand presentation by designing a unified visual system that highlighted the Tour One M3’s premium features. The strategy connected product education with lifestyle relevance, supported by campus influencer partnerships aimed at increasing lifetime loyalty and boosting product awareness by the end of 2025.

    Key Skills:
    • Creative & Art Direction
    • Design System Development
    • Audience-Centered Visual Strategy
    • Influencer & Loyalty Strategy
    • Team Leadership & Delegation

    View Full Plan

Leadership & Organizational Planning

  • AMA Chapter Plan 2023-2024

    Vice President
    Structural Growth • Member Retention • Cross-Team Alignment

    Challenge / Objective:
    Build an annual strategic plan to guide Texas State AMA’s programming, operations, and community initiatives for the academic year.

    Project Summary:
    Co-developed the chapter’s full strategic roadmap including goals, departmental structures, communication processes, and event planning. Supported Directors and Chairs in aligning initiatives, strengthening operations, and enhancing member engagement across meetings, Marketing Week, recruitment, and community service.

    Key Skills:
    • Organizational Strategy
    • Cross-Functional Leadership
    • Program + Event Planning
    • DEI Integration
    • Membership Engagement
    • Communications Planning

    View Full Chapter Plan

  • AMA Chapter Plan 2024-2025

    President
    Leadership Development • Community • Real-Time Projects

    Challenge / Objective:
    Lead and author Texas State AMA’s yearlong strategic plan across all operations, programming, and student development goals.

    Project Summary:
    Oversaw and wrote the full annual Chapter Plan, directing organizational structure, goal setting, and strategy across 11+ departments. Guided major initiatives including Marketing Week, ICC preparation, fundraising, communications, and community outreach. Ensured culture, performance, and operations remained strong while supporting Directors in execution.

    Key Skills:
    • Executive Leadership
    • Team Management
    • Department Coordination
    • Annual Strategic Planning
    • Budget + Operations Oversight
    • Stakeholder Communication

    View Full Chapter Plan