Tea AI Campaign

I developed and executed a social-first product launch campaign for Tea AI, an AI-powered app designed to help users decode dating and text conversations. The campaign focused on short-form TikTok and Instagram content, leveraging creator-led demos, relatable dating humor, and trend-driven POV videos to drive awareness and downloads.

With a lean startup budget, I prioritized influencer partnerships and performance tracking, using App Store Connect metrics to evaluate impressions, conversions, retention, and revenue. The campaign demonstrates my ability to build culturally relevant growth strategies, manage limited budgets, and translate social engagement into measurable app performance.

“One Sip” Athlete Campaign

As part of my internship with Carbon Ring Sports Group, I developed One Sip, Game Time Decision, a social-first campaign for collegiate basketball athlete Jordyn Weaver. Inspired by the One Bite format but built with a community-first focus, the campaign highlighted Charlotte smoothie shops through authentic, athlete-led content.

Using weekly TikTok and Instagram posts, audience voting, and giveaways, the campaign drove engagement, increased local brand awareness, and culminated in a sponsorship opportunity, which demonstrates how NIL athletes can create meaningful, community-driven brand partnerships.

Always in Alo Campaign

I created #AlwaysInAlo, a user-generated content and influencer-led social campaign designed to increase brand awareness, engagement, and sales for Alo Yoga. The campaign encouraged users to post workout content wearing Alo apparel using a branded hashtag, supported by paid athletes and influencers to drive early traction.

With weekly prizes, clear participation requirements, and defined KPIs, the campaign showcased how influencer seeding and UGC can scale reach, boost engagement, and support measurable brand growth.

Victoria Secret Campaign Analysis

For a marketing strategy assignment, I analyzed Victoria’s Secret’s 2014 “The Perfect Body” campaign to identify why it failed amid shifting consumer values. The campaign’s narrow beauty standards and tone-deaf messaging led to backlash and exposed a disconnect with modern audiences.

I evaluated the campaign using competitive and consumer analysis, then proposed a reimagined strategy focused on inclusive representation and empowering messaging, which demonstrates my ability to assess brand misalignment and develop culturally relevant repositioning strategies. 

A. Stream Campaign

I helped develop A.STREAM, a streetwear brand created from the ground up, centered on community, local culture, and personalization. The campaign outlined a full go-to-market strategy, including pop-up events, local artist collaborations, influencer partnerships, and an omnichannel retail approach.

Grounded in market research and competitive analysis, the strategy positioned A.STREAM as an experience-led brand designed to stand out in the streetwear space. This project demonstrates my ability to build a brand concept from ideation through execution using consumer insights and cultural trends.