Builds systems
that compound.
Leads with
empathy.

Partnered with Alethea — an AI-powered threat intelligence company — as part of the USF Marketing Intelligence Practicum. Led a 3-month mixed-method research study into how corporate misinformation spreads and what brands can do to fight back. Combined 25+ academic studies, 9 consumer interviews, and a 650-person randomised control experiment. Key findings: 1 in 3 respondents had already seen the misinformation; 53% would share a believable rumour; 44% would act against a brand if angered. Delivered a 4-step strategic playbook integrated into Alethea's Artemis platform.

Shifted brand voice from corporate-cold to human-first. Led messaging workshops, audience research, and a full copy overhaul that realigned the brand with its actual users.

End-to-end campaign strategy for a donor engagement drive. 3.2× uplift in CTR through empathy-led storytelling that spoke to why donors give — not just what they give to.

Defined ICP, messaging hierarchy, and launch playbook for a SaaS product entering a crowded market. Brought product, sales, and marketing into a single narrative.

Built a 6-month editorial calendar grounded in audience persona research. Grew organic engagement by 40% while reducing content volume — proving less truly is more.

Designed and built entirely using Claude as a coding partner — from the initial structure through every design iteration and content update. No template, no website builder.

A cocktail discovery app built with AI. Browse, search, and explore cocktail recipes — showing how quickly useful products can be shipped using AI-native development tools.

A meal planning and recipe tool built with AI. Idea to shipped product fast — using AI to handle the build so focus stays on solving the problem.

Randomised survey experiment with 149 male participants evaluating three new taglines against a control group. Used ANOVA and pairwise t-tests in RStudio to measure brand trust, coolness, and purchase confidence. "Bro Code" significantly outperformed on all three. Benchmarked against Harry's, Old Spice, and Dr. Squatch — revealing a deep trust gap.

Examined how Airbnb is perceived across traveller segments versus hotels and competitors. Analysed brand equity drivers, trust signals, and booking friction. Surfaced insight gaps around host quality perception and developed strategic positioning recommendations.

Analysed consumer conversations around Coca-Cola's Creations line across Reddit, Instagram, TikTok, Amazon, and YouTube. Four themes: confusion, taste mismatch, humour as coping, one-time curiosity without repeat purchase. Poor communication and insufficient testing were the root causes.