Project
Dossiers.
Hive + Honey
Hive + Honey opened a new Pilates studio location in West Campus. The goal was to understand their new demographic, optimize pricing, improve website navigation and SEO, and implement Google Analytics.
- Usability Testing: Conducted customer surveys and task-based interviews (e.g., booking a class) to identify and resolve friction points in the website's user journey.
- Market Analysis: Developed a competitor map to benchmark H+H against the local West Campus market.
- Financial Projections: Extracted historical pricing data from Zenoti Sales-Cash and analyzed it in Excel using pivot tables. Built pricing what-if analyses and revenue projections to determine the optimal price and discount combinations.
- Retention Strategy: Forecasted summer revenue drops due to student outmigration and designed targeted campaigns for summer retention.
- Analytics Integration & SEO: Executed an SEO refresh and built a custom Google Analytics dashboard, providing a comprehensive handbook for client handoff.
- Workflow Efficiency: Saved approximately 3.5 hours per week on data reporting and review through the implementation of the new Google Analytics dashboard and workflow.
- Pending Metrics: Full conversion and revenue impact metrics are currently being tracked following the implementation of the new pricing and retention strategies.
Brentwood Social House
This marketing consulting project aimed to grow a local neighborhood café's digital engagement. The goal was to bridge the gap between high physical foot traffic (87.7%) and low digital discovery (11.2%) by enhancing online visibility and storytelling.
- SEO Audit & Keyword Pivot: Conducted a deep dive into search metrics, moving away from broad, high-difficulty terms toward high-intent, "low-hanging fruit" keywords.
- Brand Identity & Kit: Developed a cohesive visual brand kit.
- Content Strategy & Calendar: Created a structured posting schedule and content pillars, prioritizing authentic storytelling and video reels over purely informational posts to drive engagement.
- Navigation Optimization: Redesigned digital touchpoints, including Instagram Highlights and website copy for better user flow.
- Search Growth: Expanded keywords by 16% and grew unique visitors by 25.5% through organic, $0-acquisition-cost SEO.
- Niche Authority: Secured #1 rankings in targeted local niches, outperforming larger regional competitors in high-intent categories.
- Efficiency: Implemented automated scheduling systems estimated to save 6–10 hours per week while accelerating follower growth.
Market Update: CeraVe x NBA
Analyzed CeraVe's strategic, multi-year partnership as the official skincare partner of the NBA. The goal was to explore how CeraVe leverages "medutainment" (medical education + entertainment) to expand beyond its traditional Gen Z, female-dominated audience (70.3%) and tap into the highly engaged, diverse, and male-leaning (~60%) NBA fanbase.
- Audience Analysis: Evaluated the demographic overlap and CeraVe's strategic pivot to reinforce its identity as an accessible, "genderless" brand.
- Campaign Breakdown: Analyzed social media activations, including the viral "Head of CeraVe" campaigns with athletes like Anthony Davis and Paige Bueckers, alongside parody collaborations (e.g., NBACentel).
- Omnichannel Integration: Reviewed on-site presence at marquee events (All-Star Weekend, Summer League) and unique digital integrations like NBA 2K.
- Community Impact: Assessed philanthropic extensions, such as providing dermatology screenings and product education at Jr. NBA clinics.
- Strategic Positioning: Demonstrated how non-traditional sports partnerships allow skincare brands to capture massive new market segments without losing their core medical authority.
- Authentic Advocacy: Highlighted the success of utilizing athletes who are pre-existing, authentic users of the product to maintain high brand trust while scaling.
Yahoo's "YAHOHOHO!" Campaign
Analyzed Yahoo's "YAHOHOHO!" holiday campaign to deconstruct their modern brand resurgence strategy. The goal was to evaluate how Yahoo is shedding its legacy "washed" reputation to attract modern consumers by shifting away from a broad portal to dominating specific product verticals (Mail, Finance, Sports).
- Strategic Pivot Breakdown: Traced Yahoo's historical timeline from its $125B 1990s peak, through its 2010s decline, to its current "Product-First" era focusing on category dominance.
- Creative & Brand Analysis: Evaluated the "Fit Santa" (Dylan Efron) campaign and collaborations like the "Anti Email Email Club," noting how their modern, wacky humor is strategically designed to always tie back to concrete product utility.
- Growth Metrics Assessment: Analyzed their shift away from traditional short-term ROI measurement toward high-level brand sentiment and awareness aimed at lowering long-term Customer Acquisition Cost (CAC).
- Balancing Humor & Utility: Weighed the effectiveness of Yahoo's investment in brand marketing, questioning whether the viral, abstract humor successfully drives organic product adoption or risks overshadowing the platform's utility.
- Cultural Relevance: Concluded on the necessity of non-traditional, self-aware marketing for legacy tech brands attempting to reclaim relevance and convert younger viewers into loyal users.
KPMG Audit
Career Catalyst
Determined account materiality, evaluated third-party confirmations, and reviewed the OTC process for a hypothetical audit. Communicated findings via video presentation and reviewed the final audit opinion.
KPMG Tax
Career Catalyst
Conducted initial research and formulated tax recommendations. Improved Excel data modeling and cleaning skills. Applied the “IRAC” approach to deliver a comprehensive research memorandum to the client.
A Day with KPMG
Tax Job Simulation
Built an Excel revenue leadsheet and identified revenue control design concerns. Leveraged Power BI for trend analysis to investigate anomalies, conveying data-driven recommendations to management through storytelling.
Anthropic
AI Fluency: Frameworks
Mastered the four competencies of AI collaboration: Delegation, Description, Discernment, and Diligence. Developed foundational knowledge in LLM frameworks, prompt engineering, and ethical AI strategy implementation.
Google Analytics
Skillshop
Completed Google Analytics Skillshop training to strengthen familiarity with analytics measurement, reporting, and performance interpretation workflows.
KPMG U.S. Career Catalyst
Advisory Job Simulation
Completed an advisory simulation using Excel pivot tables, hypothesis-driven and creative thinking, and AI-assisted case research to develop recommendations for a fictional healthcare provider.
Deloitte Australia
Data Analytics Job Simulation
Completed a data analytics and forensic technology simulation. Analyzed data, created a Tableau dashboard, and used Excel to classify information and draw business conclusions.
Canva
Design & Marketing Certifications
Completed Canva Graphic Design Essentials and Canva Marketing certification programs, building practical familiarity with visual design and marketing creative workflows.
Expedition EY
Participated in Expedition EY as part of my professional-development and firm-exploration programming.
KPMG Texas
Talent+ Program
Participated in the KPMG Texas Talent+ Program.
KPMG
Ace the Case
Participated in KPMG Ace the Case.
ML&R
Externship
Participated in the ML&R Externship.
Grant Thornton
Empower
Participated in Grant Thornton Empower.