Projects
Project genres including: UI/UX, Strategy, Consulting, Data Analytics
Descending from most least recent
Currently working on a finance tracking mobile application (in progress)
YouTube
Title: UI/UX Consulting Project Manager
Project Summary
My team and I focused on two pitch categories: UI/UX redesign and brand positioning/marketing. In regards to the former, we focused on making the interface more intuitive and attractive. YouTube Music’s brand positioning and marketing were geared towards insights found from celebrity-centric and user-based campaigns. Ultimately, I learned how to creatively brainstorm, design effectively using Figma, and translate those ideas into practicable, actionable implementation. My role also showed me what it means to be a leader in a high-stress and fast-paced environment. Acting as the intermediary between the client and team’s consultants, I wore many hats as the Project Manager.
Final deliverable presented to YouTube's partnership team
Letterboxd
Title: Product Marketing Project Manager
Project Summary
Final deliverable presented to Letterboxd's Marketing team
I led a consulting project for Letterboxd that focused on increasing the platform's presence and engagement among casual users through strategic marketing campaigns. My team and I carried out in-depth market research by testing the platform, analyzing user feedback, and benchmarking competitors to uncover usability issues, social media growth opportunities, and engagement barriers.
We designed and distributed surveys to uncover user behaviors, awareness levels, and content discovery patterns, which revealed insights about peer influence, review consistency, and platform limitations. Based on these findings, we developed creative content ideation and pitched targe campaigns across social media platforms (YouTube, Instagram, TikTok, etc).
From this project, I gained valuable experience in translating user research into actionable proposals, managing campaign logistics, and serving as a leader within cross-functional teams.
Warner Bro. Discovery
Title: Data Research Analyst
Project Summary
This project collaboration aimed at mapping the digital influences shaping Gen Z's consumption journey. The study focused on understanding how social media, short-form content, and digital communities impact awareness, discovery, and engagement with traditional media. Using both quantitative surveys with over 4,000 respondents and qualitative in-person interviews, we explored key themes such as the role of social platforms, effectiveness of bite-sized content, and cultural impact of meme-ification. The insights helped WBD's Marketing team better understand Gen Z's behaviors and informed strategies to strengthen engagement.
Final deliverable presented to WBD'S Marketing team
NEON Rated
Title: Creative Marketing Director
Project Summary
Marketing Campaign for Ava DuVernay's Origin
With Ava DuVernay's release of Origin with NEON Rated, my team and I focused on connecting the film to progressive audiences and socially engaged communities. My team identified key consumer bases, including social rights advocates, humanities students, and cine-philes familiar with the director's work. This inspired us to then develop strategies that engage the fellow audiences both online and offline. I created digital marketing case studies to highlight NEON's presence on campus, while also designing physical intercepts such as departmental outreach, teaser screenings (that drew over 100 UC Berkeley students), and partnerships with student organizations and local cultural spaces. This project allowed me to combine creativity with strategy to effectively raise awareness and drive engagement for the film's release.
Farfetch
Title: Product & Strategy Consultant
Project Summary
As a Product & Strategy Consultant working with Farfetch, I worked on two sustainability-focused projects that combined customer research, product innovation, and strategic foresight. With the first project, my team and I surveyed over 300 respondents, 95% of whom identified as Gen Z, to analyze preferences around luxury fashion packaging and recycling behaviors. Using these insights, we designed and proposed 3 eco-friendly packaging prototypes to support Farfetch's ESG initiatives. In regards to the latter project, we explored how emerging technologies could advance Farfetch's leadership in sustainability, developing a made-to-order model that incorporated NFTs to tokenize luxury goods while reducing waste and water usage. Alongside these main projects, we pitched immersive experience concepts, including VR-enabled runway shows, pop-up activations, and partnerships with third parties, alongside strategies to incentivize consumer participation. Overall, my collaboration with Farfetch deepened my experience in blending market research with sustainable innovation in the fashion sector.
