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01 MOVE
Position: Director of Marketing / Duration: 2 Years 4 Months
MOVE (Marshall Outreach Volunteer Entrepreneurs) is a student-led organization at USC. The club strives to educate members about sustainability and ethical business practices, focusing on concepts such as CSR and ESG. Every semester, MOVE provides volunteer opportunities with non-profit organizations, allowing members to apply these values in real life and build a strong sense of community.
Case Study 1
Brand Development
Problem: In 2022, MOVE lacked a clear brand identity, making it difficult for students to recognize and link the club with 'sustainability'.
New visual identity
Brand guidelines
Sustainability-centered messaging
I led a rebranding project by designing new logos, developing a fresh color scheme, and restructuring MOVE’s website layout. I incorporated green and warm hues into all design materials and produced branding guidelines. Additionally, I enhanced MOVE’s identity as a reliable advocate for ethical entrepreneurship by frequently highlighting small businesses with strong green practices on our social media pages.
Solutions
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Stronger brand recognition
87.5% leadership approval
Long-term consistency
Stronger branding helped more USC students associate MOVE with sustainability and differentiate it with other clubs. Moreover, 14 out of 16 executive board members agreed that the new changes were positive and fruitful. Structured branding guidelines also ensured that future marketing teams could maintain long-term consistency in MOVE’s visual identity.
Results
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New logos and color scheme
Case Study 2
Recruitment Marketing
Problem: MOVE needed more visually appealing content on Instagram to attract new recruits and keep current members engaged with club activities.
Solutions
Social media calendars
Campaigns for three semesters
Weekly board meetings
To increase activity on MOVE’s Instagram page, I organized a social media calendar and designed content accordingly. Furthermore, I held weekly meetings with my team to develop marketing ideas (such as collaborating with USC’s Marshall School of Business to highlight and help promote our club) and delegate tasks throughout three recruitment seasons.
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Results
114% increase in follower count
50 new club recruits per semester
With these efforts, MOVE grew its Instagram follower count by 114% over a year. Additionally, increased and consistent social media engagement helped attract over 50 new club recruits each semester.
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Content examples from recruitment seasons
02 PRIM-U
Position: Digital Marketing Intern / Duration: 8 Months
Prim-U is an appointment booking app for beauty/wellness services based in South Africa. This start-up strives to make it easier for customers to find and connect with nearby professionals. Additionally, the app provides a convenient platform for independent businesses to promote their services and highlight customer testimonials.
Case Study 1
Market Research
Problem: During the internship, Prim-U was a relatively new app and required extensive research on its potential customers and the beauty industry as a whole.
Market segmentation
Competitor Analysis Reports
My coworkers and I spent two months researching and preparing a presentation to inform Prim-U’s marketing managers and founders of our findings. Our work included developing customer personas to identify the most relevant target demographics. We also compiled competitor analysis reports and provided insights on industry trends (including ideas on how to leverage TikTok or reaching out to micro-influencers).
Solutions
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Results
100+ micro-influencer leads
Key competitor insights
As a result, our team discovered valuable knowledge about two key competitors and established a list of over 100 micro-influencers to connect with. These efforts laid the foundation for future teams to continue building on Prim-U’s understanding of the beauty market.
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Various research conducted on industry and competitors
Case Study 2
Data Analysis
Problem: The marketing team needed help interpreting data from online ads to understand why they were underperforming and how to improve their reach.
Solutions
Impactful keywords
Campaign mock-ups
Employee training sessions
While analyzing the data, we realized that the ads could be enhanced with more impactful keywords. I organized a new list based on high search volume topics and made mock-ups of revised campaigns. To further learn about online advertising, I attended multiple training sessions led by Google Ads professionals.
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Results
Two new Google Ads campaigns
55% increase in searches
Prim-U approved and began plans to implement two of our proposed Google Ads campaigns. Between July 2021 and March 2022, searches for Prim-U increased by 55%.
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Improvement of ads using new keywords
03 EBELL OF LOS ANGELES
Position: Project Manager / Duration: 5 Months
The Ebell of Los Angeles is a venue for various events including live concerts, art shows, and weddings. Over the past few years, they have focused on providing educational workshops for women. In the fall of 2022, USC business students in MKT425 (Digital Marketing Fundamentals) spent a semester collaborating with Ebell to enhance their digital marketing strategies.
Case Study 1
Website Analysis
Problem: The Ebell of Los Angeles was facing high bounce rates and a lack of engagement with call to action buttons on their website.
Navigation/UX review
Two redesigned website mock-ups
I led a team of five students to conduct a thorough website analysis. We discovered that many critical pages needed better user experience, simpler navigation, and clearer calls to action. Over the semester, we prepared a 25 page report to the marketing managers detailing specific issues and designed two mock-ups that reflected our proposed changes.
Solutions
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Results
70% of suggestions implemented
Improved site engagement
Ebell’s current live site reflects approximately 70% of the suggestions outlined in our report. The website has a smoother, user-friendly experience that helps visitors stay longer and navigate essential pages easier.
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Mock-ups of new Ebell website
Case Study 2
Email Marketing
Problem: Ebell also needed support in elevating their email newsletters to increase open rates and decrease unsubscribe rates.
Solutions
Survey insights from 10 classmates
Two redesigned email templates
My team and I reviewed two months of Ebell’s email newsletters. We compared our research with insights gathered from in-depth surveys sent to 10 classmates. Their feedback helped us understand which issues were most apparent, such as information overload and confusing layouts in the letters. Using our findings, I designed two email template mock-ups that addressed these concerns.
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Results
Full approval from survey group
Final drafts submitted to client
We followed up with the same 10 classmates who completed the initial survey and all of them agreed that the new templates were stronger. The final mock-ups were submitted to Ebell’s marketing team for potential use in the future.
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Newsletter analysis details and mock-ups
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