PROJECTS
ENGAGING CUSTOMERS DIGITALLY DURING COVID-19
Unilever Future Leader's League Competition
This project was created for Unilever's annual Future Leader's League case competition. Tasked with solving the issue of how to engage customers digitally during the pandemic, Rissa and her team developed a campaign for the Unilever brand 'Love Beauty and Planet'. This project placed in the Top 6 out of over 100 submissions and was pitched live to a team of Unilever C-Suite executives.
HARD SELTZER PREFERENCES
Customer Segmentation & Conjoint Analysis
This was my final project for the MSM Marketing Analytics course. My team and I designed a survey to conduct primary consumer research on hard seltzer preferences. We used the responses to run a choice-based conjoint analysis and segment consumers by their preferences. Ultimately, we designed an optimal seltzer product for seltzer-lovers that would maximize market share.
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Choice-based conjoint analysis
Preference-based segmentation
Optimal product design
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DATA ANALYSIS & VISUALIZATION
Olympic History Using Python
I used Python to analyze and visualize data from two data sets, containing over 300,000 records combined. The purpose of this project was to understand how the US typically performs against other countries in the Summer Olympic Games. I analyzed trends in athlete participation by gender and took a closer look at how the typical weight and height of an olympian has changed over time.
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Python
Seaborn
Matplotlib
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MCCOMBS MARKETING CONFERENCEÂ + CASE CHALLENGE (WINNING PITCH)
Bumble: Navigating Online Dating During A Pandemic
As part of this annual case challenge, my team and I developed an innovative strategy for Bumble to promote online dating safely during the COVID-19 pandemic. Our recommendations included leveraging existing corporate partnerships to generate unique touch points with the target audience, while echoing the brand voice and values that currently define Bumble. My team beat out 22 other teams of MSM and MBA students to win first place. This deck was created by Rissa using Canva Pro.
GO-TO-MARKET PLANNING
Teladoc: Discovery Insights, Problem Definition + Customer Experience Mapping
As part of the MSM Brand And Product Management course, my team and I developed a go-to-market strategy for Teladoc to maintain its market position as the dominant virtual healthcare provider during the COVID-19 pandemic. The purpose of this exercise was to build empathy with the Teladoc customer by creating customer empathy maps, customer experience maps and defining key themes and touch points for brand messaging.
CONSUMER-CENTRIC DESIGN
Discovering Insights, Ideation + Prototyping
As part of the MSM Design Thinking course, my team and I worked to develop a product empathetically using human-centered design. We conducted in-depth interviews, defined key challenge statements and brought our solution ideas to life through digital and physical prototyping.
BRAND DEVELOPMENT + NARRATIVE
Client: Hulu
As part of the MSM Brand Management course, I analyzed the Hulu brand and the competitive landscape in which it operates. By synthesizing points of parity and points of reference, I crafted a brand narrative that encompasses the value Hulu delivers to its customers.
INTEGRATED MARKETING COMMUNICATIONS
Spring 2021 Campaign: Austin Energy
As part of my undergraduate coursework, my team and I worked directly with Austin Energy's Marketing Department to craft an awareness-building campaign for their 'Green Choice' product offering. Our campaign was awarded:
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Best campaign book
Best presentation
Best overall campaign
MEDIA PLANNING + CAMPAIGN FLIGHTS
Client: Lucky Lab Coffee Co.
As part of my undergraduate coursework, my team and I crafted a campaign and media plan while adhering to a budget. Use of each medium was measured to inform KPIs and was planned on a flighted media schedule. Our campaign was awarded:
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Best presentation
Best overall campaign