Project Presentation Highlights
Multi-Channel Product Marketing Strategy
Project Objective: Research and develop a product marketing strategy to expand Fenty’s reach to a new demographic.
For this project, I analyzed the Fuchsia Flex Gloss Bomb’s existing market positioning and developed a campaign to connect with a new audience: women in their forties. Through research on lifestyle trends, purchasing behaviors, and beauty preferences, I identified key opportunities to reframe the product’s appeal while maintaining Fenty’s bold and inclusive brand voice.
To successfully engage this demographic, I designed a multi-channel marketing strategy integrating PR, influencer partnerships, experiential events, and direct-to-consumer outreach through targeted email and SMS marketing. Understanding that this audience may engage less frequently on social media, I developed strategies to keep Fenty top of mind through personalized messaging and high-touch brand experiences.
This project strengthened my ability to strategically reposition products, segment audiences, and craft innovative, data-driven marketing campaigns—reinforcing my passion for shaping brand narratives that resonate across generations.
Project Presentation Highlights
Editorial Video
Product PR Box
Influencer & Editorial Marketing Campaign
Project Objective: Develop a complete editorial campaign—including video and print assets—for a single product, tailored to a target market.
For this project, my team and I created a high-energy editorial campaign for Starface, transforming what could be seen as a “tragic” skincare moment into a fun, empowering experience for the brand’s Gen Z audience. Our campaign revolved around a playful, attention-grabbing video that highlighted Starface’s signature pimple patches, reinforcing the brand’s bold and optimistic identity.
To extend the campaign’s reach beyond video content, we developed several PR-driven brand assets, including a custom influencer PR package, a branded magazine cover, and a promotional tote bag mockup—designed to align with Starface’s signature aesthetic. This project sharpened my skills in creative brand storytelling, influencer engagement strategies, and multi-platform content creation, ensuring the campaign resonated across digital and print media.
Promotional Item Mock Up
Magazine Cover
Product Commercial
Project Presentation Highlights
Brand Collaboration & Product Launch
Project Objective: Develop a new product collection and execute a strategic marketing and launch campaign.
For this project, my team and I conceptualized a collaboration between Olive & June, a leading press-on nail brand, and Amazon’s hit series The Summer I Turned Pretty. We designed an exclusive product line inspired by the show’s aesthetic and fanbase, featuring press-on nail sets, custom polish colors, a foot serum, and a manicure kit. To generate buzz and audience engagement, we introduced a limited-edition “Episode Advent Calendar”, revealing a new product with each episode release—turning the launch into an interactive fan experience.
Beyond product development, I played a key role in shaping the marketing and PR strategy, ensuring a seamless brand partnership. I collaborated on packaging designs, mapped out a content-driven launch timeline, and helped craft social media activations and influencer gifting concepts to maximize visibility. The campaign culminated in a commercial video that showcased the synergy between Olive & June’s brand identity and the show’s coming-of-age themes, reinforcing the power of storytelling in beauty marketing.
Project Presentation Highlights
Brand Advertisement Campaign
Brand: Summer Fridays
Project Objective: Develop a fashion or beauty advertisement campaign that aligns with the brand’s mission, vision, values, and aesthetic.
I reimagined Summer Fridays’ signature beach aesthetic by crafting a campaign that captures the excitement of the journey—not just the destination. Centered around the thrill of a road trip to the airport, this concept expands the brand’s storytelling while staying true to its effortless, aspirational vibe. From ideation to execution, I led every aspect: conceptual development, detailed shot list creation, model scouting and scheduling, and full creative direction for the shoot. This project strengthened my ability to manage multi-layered campaigns, balancing visual storytelling, influencer-friendly content, and strategic brand positioning to create an engaging, on-brand narrative.
Project Presentation Highlights
Global Market Expansion Strategy – Alpyn Beauty in Singapore
Project Objective: Develop a research-backed strategy for expanding a U.S. skincare brand into an international market.
For this project, I conducted an in-depth market analysis to introduce Alpyn Beauty to the Singaporean skincare market, aligning the brand’s clean, wild-foraged, and clinical-grade formulations with local beauty trends. My research focused on four key products, analyzing market demand, competitor pricing, and regional consumer behavior to develop strategic pricing recommendations.
Beyond market research, I explored brand positioning and PR strategies for entering the Singaporean market, identifying key influencers, digital marketing channels, and retail partnerships that would drive awareness and engagement. This project strengthened my skills in global brand strategy, market expansion, and competitive analysis, reinforcing the importance of data-driven decision-making in beauty marketing.