BUSINESS & MARKETING WORK
Blending research, content, and audience-first thinking to build brand messages that resonate.
At NUTV, I approached the club as a brand rather than just a student organization. As Marketing Director, I focused on building a clear brand identity and voice, then translated that into consistent, story-driven content across platforms. I tested and iterated based on performance data, prioritizing relatability, timing, and audience engagement over pure production value. Through this, I helped grow reach and visibility while creating content that felt cohesive, intentional, and aligned with how modern audiences actually consume media. See how it all comes together below…
NUTV (Northeastern Television)
MOMENTS TURNED INTO STORIES
Short-form videos that turn familiar moments into engaging, story-driven content built to capture attention and connect quickly.
The New England Blizzard
Valentine’s Day
Field Day Event
Tote Bag Community Event
Mafia Game Night Event
24 Hour Film Festival Event
Daylight Savings
St. Patricks Potluck Event
Lighting Workshop
INSTAGRAM + WEBSITE (CLUB REBRAND STRATEGY)
I repositioned NUTV from a casual content group into a defined creative brand by aligning its Instagram and website under a clear strategy. On Instagram, I shifted from inconsistent posting to intentional, audience-driven content that balanced production quality with immediacy and relatability, using performance data to guide both creative and distribution. The website was rebuilt as a structured brand touchpoint, reinforcing credibility, clarifying the club’s value, and creating a clear entry point for new members.
At the same time, I was careful not to lose what made the club work in the first place. NUTV remained a learning hub for students of all experience levels to explore, experiment, and improve their craft. The difference was that it now paired that openness with a clear standard and identity, turning it into a place people join not just to make videos, but to find community, build skills, and feel like they belong.
Instagram: @northeasterntv
Website: https://www.northeasterntv.com/
Solo Filmmaking Deck (Workshop)
Led and designed a beginner-focused workshop breaking down how to think, plan, and execute as a one-person production team, emphasizing story, efficiency, and creative problem-solving.
Visual Design & Graphics
Supporting the story through clear, cohesive visuals across digital and print.
INSTAGRAM:
Hong Kong Art Centre
Humanizing the Hong Kong Arts Centre’s Children’s Program
To address low engagement in the Hong Kong Arts Centre’s children’s short courses, I identified a key barrier: a lack of personal connection between parents and instructors. I led the concept and production of a campaign that spotlighted the passion and personalities of the instructors through a series of four short-form interview videos. By showcasing the educators’ warmth, experience, and teaching philosophies, the campaign aimed to build trust, strengthen emotional resonance, and ultimately increase program sign-ups.
William’s Interview
Benny’s Interview
Joey’s Interview
Mary’s Interview
W.I.N. Energy Drink (Ad/Brand Campaign)
As part of an Advertising & Branding course, I worked on a full campaign for W.I.N. Energy as a live client. We identified key audience insights and barriers, then translated them into a clear positioning, communication strategy, and creative concepts. Through multiple iterations of briefs and messaging, we aligned strategy with execution. The project concluded with a pitch to the founders, presenting a campaign designed for real-world implementation.
Research
Deck:
COMMUNICATION BRIEF:
Deck:
Market Research for Fenix (Social Media Startup)
As part of my marketing research course, I worked with Fenix, a real-world startup developing a new social media platform. Our team designed and distributed surveys through Qualtrics, conducted data analysis using SPSS, and structured our research around clearly defined marketing decision problems (MDPs) and research problems (RPs). We provided Fenix with actionable insights and strategic recommendations to guide product development and improve alignment with target user needs.
L’Oreal Brandstorm: New AI Product
As part of the L’Oréal Brandstorm 2025 competition, my team and I conceptualized an innovative AI-powered skincare solution tailored for male athletes. Our product uses image scanning and personalized data input to generate fully customized skincare routines sourced from a range of brands, optimized for pre, mid, and post-workout needs. We developed a detailed pitch deck outlining market research, target segmentation, AI functionality, user experience flow, and go-to-market strategy. Our submission focused on merging cutting-edge technology with inclusive skincare innovation to meet an underserved consumer segment.
Deck:
SPEC SHOOTS
