Spearheaded brand activation strategies for the Away From Home (AFH) division, managing partnerships with the NFL and Live Nation to drive foot traffic across national chain restaurant accounts. Collaborated cross-functionally with sales, insights and agency partners to co-develop integrated B2B2C marketing campaigns, leveraging cultural touchpoints to increase brand visibility at the point of sale.

Produced and edited social media posts and short-form video content for Northwestern Admissions' official Instagram (@northwesternadmissions), generating 6.4M+ total views and a 200% increase in profile activity. Built partnerships with student organizations to showcase authentic stories and campus life, and managed the admitted-students Instagram account (@northwesternwildcats2030) to foster community and connection.

Managed and negotiated partnerships with 200+ global influencers, driving brand visibility and engagement. Spearheaded expansion into a new male demographic, driving a 2x increase in male sales by leading trend research, competitive analysis and two targeted social media campaigns on TikTok that amassed 6M views. Produced social media content, contributing to a total growth of 36K+ followers on Instagram and TikTok. Conducted SEO optimization and implemented strategies to boost site traffic and improve search rankings. 

Developed brand-aligned campaigns that contributed to Musicade’s $20k in early revenue. Created branded social content that helped convert 83% of site visitors into registered users. Designed and executed storytelling strategies to drive awareness and adoption among a millennial-led audience (~30.7 avg. age) and expanded presence across six cities and one international market.