Marketing Work

My work in this pillar spans campaign copywriting, brand positioning, consumer research, and trend analysis. Whether developing an in-market promotion or building a full strategic plan, I approach every project with a balance of creative voice, analytical rigor, and a consumer-first mindset — grounded in empathy, informed by insight, and elevated by design.

Krispy Kreme

Krispy Kreme is a global sweet treat brand founded in 1937 and headquartered in Charlotte, North Carolina. Known for its iconic Original Glazed® doughnuts and hot-off-the-line experience, the company operates across 40+ countries and reaches consumers through 18,000+ points of access. With a legacy of handcrafted indulgence and brand-first marketing, Krispy Kreme has launched high-profile campaigns with Barbie™, Hailey Bieber’s rhode beauty, and Oreo®, and continues to expand its presence through limited-time offerings, influencer collaborations, and values-driven innovation.

    • Assisted with campaign development and execution across 18,000+ points of access globally, collaborating with digital, social, operations, creative, insights, legal, and agency partners to deliver marketing initiatives.

    • Created 10+ branded decks for internal use, aligning with Krispy Kreme’s visual identity and brand guidelines to support campaign recaps, creative pitches, and cross-functional updates.

    • Led competitive brand positioning analysis and QSR trend research, delivering insights and recommendations that shape internal conversations on Gen Z engagement, merchandising, and value strategy.

    • Wrote SEO-optimized product names and descriptions for fall and holiday LTO collections, enhancing discoverability while ensuring consistency with Krispy Kreme’s brand voice, tone, and narrative.

    • Authored a brand resilience playbook analyzing campaign performance during past economic downturns, outlining actionable principles to support future positioning and long-term marketing ROI.

    • Attended on-set photo and video shoots for upcoming LTO campaigns, shadowing the Associate Brand Manager to observe production workflows, agency collaboration, and final asset execution in support of national campaign launches.

    This internship sharpened my brand voice, strategic thinking, and cross-functional fluency — allowing me to contribute meaningfully at the intersection of consumer insight, creative execution, and business impact.

  • Passport to Italy was a limited-time campaign that spotlighted Italian dessert culture through three thoughtfully crafted doughnuts — Tiramisu Inspired, Cannoli Inspired, and Limone Delight. Designed to transport customers through flavor, the collection was rolled out nationwide across retail, ecommerce, and catering.

    I wrote all three product descriptions, ensuring alignment with Krispy Kreme’s brand voice while enhancing craveability and cultural authenticity. The challenge was to strike a balance between elegance and approachability — layering rich, sensory cues with digestible copy for web, signage, and social media. The experience refined my copywriting instincts and taught me how to elevate product storytelling within brand constraints.

    Read the Campaign Copy →

  • This patriotic campaign launched in late June and featured a suite of five red, white, and blue doughnuts designed for summer gatherings. The Stars, Stripes & Sweetness collection was positioned as a party-ready offering ideal for picnics, parades, and backyard barbecues.

    I contributed copywriting across all five product descriptions and developed retail-facing taglines for use on packaging, web, and promotional assets. The tone was celebratory and playful, capturing the whimsy and togetherness of the season. This campaign strengthened my understanding of cross-platform brand tone and the role of seasonal storytelling in QSR marketing.

    Read the Campaign Copy →

  • As Gen Z’s cultural and economic influence accelerates, Krispy Kreme faces the challenge of translating legacy brand love into modern-day relevance. This project was designed to uncover where Krispy Kreme can show up more meaningfully for younger consumers — particularly in areas like values-driven innovation, content strategy, and brand experience.

    Drawing from a focused competitive set (Crumbl, Shake Shack, Jeni’s, Chick-fil-A, and Dunkin’), I evaluated brand voice, merch strategy, plant-based innovation, loyalty programming, and influencer presence. Paired with a Gen Z-specific cultural deep dive, this research offered a roadmap for Krispy Kreme to move from nostalgia to resonance — especially with a generation known for skepticism, digital fluency, and value-driven consumption.

    I synthesized macro trends, category analysis, and platform-native behaviors into four strategic insights:

    • Reintroduce U.S. leadership in plant-based innovation

    • Elevate sustainability from operations to identity

    • Reimagine merchandise as a lifestyle extension

    • Shift from viral moments to sustained storytelling

    Each insight was supported by real-world brand examples and consumer data, followed by a set of tactical recommendations to help the brand evolve from transactional indulgence to identity-driven connection. I also authored bold creative moves, including a PR kit-based merch relaunch and a restructured loyalty program modeled after Gen Z’s cultural “clubs.”

    View Final Deck →

  • In an age marked by inflation, pandemic fallout, and digital oversaturation, brand loyalty is harder to earn and easier to lose. This project explored how Krispy Kreme could maintain emotional resonance, relevance, and operational adaptability during market volatility — by learning from brands that have not only survived crises, but emerged stronger from them.

    Through four mini case studies — Sweetgreen, Jersey Mike’s, Nespresso, and Tarte — I examined how each brand navigated economic downturns through purpose, clarity, and innovation. From hyperlocal engagement to digital loyalty ecosystems, the learnings revealed five key principles of resilience:

    1. Community as an asset

    2. Purpose-led product innovation

    3. Clear value proposition

    4. Operational agility

    5. Loyalty over ad spend

    I translated these principles into brand-right ideas for Krispy Kreme, including:

    • A "Build Your Own Dozen" app feature to drive personalization and behavioral data

    • A Gifting Concierge to emotionalize the brand through life moments

    • A Donut Mood Match Quiz inspired by beauty personalization tools, building playfulness and shareability

    • Messaging shifts to anchor joy as a justifiable value, even in hard times

    The final playbook served not only as a response to economic risk, but as a cultural blueprint for long-term brand health. It reinforced the idea that resilience isn’t just about defense — it’s about showing up with emotional utility, operational fluidity, and a point of view worth staying loyal to.

    View Final Deck →

Emory Student Centers serve as the living room of campus life at Emory University — a network of vibrant, student-first spaces designed to foster connection, celebration, and community. Encompassing the Emory Student Center (ESC), Cox Hall, and the historic Alumni Memorial University Center (AMUC), the centers support over 33,000 students, staff, and faculty through dynamic programming, cultural events, and everyday engagement. With 24/7 access, flexible venues, and a mission rooted in belonging, the centers drive student involvement, institutional storytelling, and a shared sense of purpose across campus.

Emory Student Center

    • Increased @emorystudentcenter Instagram engagement from ~1.5% to ~8% for an audience of 2,100+ followers by executing targeted ad campaigns and producing interactive, high-impact content tailored to campus audiences.

    • Produced 100+ pieces of multimedia content for Instagram, YouTube, and emerging platforms, collaborating with cross-functional partners and applying audience research to sustain engagement.

    • Planned and executed large-scale events for 750+ attendees, managing budgets from $1,000 to $35,000 by coordinating logistics, vendor relationships, and cohesive marketing strategies.

    • Designed 25+ pitch decks, proposals, and executive presentations in Canva, partnering with key stakeholders to enhance internal initiatives, campus-wide campaigns, and ongoing reporting.

    • Designed and implemented digital and physical signage campaigns across three Student Center facilities, aligning with branding goals to improve event visibility and wayfinding.

    • Oversaw special projects assigned by the Executive Director of Student Centers, partnering cross-functionally with departments to align objectives, allocate resources, and ensure timely completion.

    • Developed promotional materials and event branding for high-profile gatherings such as the Unity Gala, Super Bowl Watch Party, and year-end celebrations, ensuring consistent messaging across all touchpoints.

    This role strengthened my event marketing, content creation, and cross-departmental collaboration skills — enabling me to deliver cohesive, high-visibility initiatives that drove engagement and built community across campus.

  • For large-scale campus events drawing 750+ attendees, I led the full spectrum of event marketing and logistics — from concept to execution. This included vendor selection and management, budget oversight ranging from $1,000 to $35,000, and coordination with multiple Student Center departments to align programming, catering, AV/technical support, and space setup. I developed cohesive event identities, executed targeted promotional campaigns across digital, print, and in-building signage, and ensured a consistent brand experience before, during, and after each event. Flagship programs like the Super Bowl Watch Party, Unity Gala, and End-of-Year Celebration became signature community moments, blending entertainment with institutional storytelling to create memorable experiences that deepened student engagement and reinforced the Student Centers’ role as the heart of campus life.

    View photos from the 2024 Super Bowl Watch Party · Homecoming Unity Gala · ESC 5-Year Celebration · 2024 Presidents’ Institute

  • I designed and implemented digital and physical signage campaigns across three Student Center facilities — the Emory Student Center, Cox Hall, and AMUC — to enhance event visibility, wayfinding, and brand consistency. Working in Canva and the Adobe Creative Cloud Suite, I produced 100+ assets spanning Instagram posts, YouTube thumbnails, on-screen displays, printed posters, and directional signage.

    My work balanced aesthetic appeal with clarity, aligning each design with institutional brand guidelines while adapting to diverse audiences and contexts. This approach ensured that every visual touchpoint communicated both professionalism and warmth, reinforcing the Student Centers’ identity as the heart of campus life.

MKT 340 Marketing Management

MKT 340 provides a comprehensive framework for understanding how marketing strategy drives business success. Through a blend of case studies, lectures, and applied projects, students develop fluency in market segmentation, targeting, positioning, brand strategy, the marketing mix, customer value, and global marketing considerations. The course balances analytical rigor with creative application, equipping students with the tools to connect insight, strategy, and execution in real-world marketing contexts.

  • As part of a marketing strategy course, I developed a growth proposal positioning HelloFresh as a “one-stop shop” by introducing a breakfast subscription model. The plan evaluated market opportunity, competitive positioning, consumer segments, and industry white space — recommending influencer collaborations, AI-generated meal plans, and social campaigns (e.g., #HowDoYouHelloFresh with Gordon Ramsay) to strengthen retention and engagement.

    This project demonstrated my ability to integrate marketing theory with business reality — distilling industry reports, platform strategy, and customer psychology into a clear, executable plan. It also reinforced how to communicate value beyond product, shaping HelloFresh as a lifestyle brand rather than a logistics service.

    View Final Deck →

  • Through a targeted market analysis, I examined how Spotify leveraged cultural fluency, personalized content, and tiered pricing to break into one of the world’s most complex and price-sensitive markets. My evaluation emphasized localization — from multilingual platform support to regional artist collaborations — and critiqued how Spotify positioned itself within a crowded audio-streaming space.

    This project sharpened my global marketing lens, highlighting how brand promise must be reinterpreted across economic, linguistic, and infrastructural contexts. It also refined my strategy-writing voice, balancing narrative flow with analytical rigor to present clear, actionable insights.

    View Final Deck