Growth · Creative · Strategy
01 / Selected Results
Service Trip Growth ResearchMarketing Coordinator • Azusa Pacific University
Market Research & Positioning
Surveyed students in two field-research phases and repositioned trips around graduation credits. Sign-ups rose 67% while enrollment fell 15%.
Office & Student-Leader AssessmentsMarketing Coordinator • Azusa Pacific University
Data Analysis & Presentation
Analyzed two rounds of survey data for two university offices and presented what to celebrate, what to fix and how to fix it.
Memorial Park GardenCampaign Lead (freelance) • City of Azusa
Integrated Marketing · Event Strategy
Planned and ran a free salsa cooking class to sell the last open plots in a city community garden. Every remaining plot sold within a month.
Culver CityBus GoPass CampaignBrand Marketing Intern • BlackLine Media
Market Sizing · Campaign Strategy
Ran 260,909 community college students through a TAM–SAM–SOM model and focused a ~$5K pitch on the one campus worth owning.
Doro Social Media StrategyBrand Marketing Intern • BlackLine Media
Social Media Strategy · Content Framework
A consideration-stage social strategy and a repeatable posting framework that helps a $60 meal kit earn trust, plus the Meta ad that carries it.
Blade Runner Launch GridSocial Creative (freelance) • Alcon Entertainment
Social Creative · Instagram Launch
The first post on the official @bladerunnernow account: nine tiles edited into one cinematic image that tells the story from neon to ash.
AI Program Search for AdmissionsAdmissions Representative • Azusa Pacific University
AI · Knowledge Systems
Built a conversational RAG search tool on NotebookLM so reps get accurate program answers however a student phrases the question.
02 / What I Do
Campaigns tied to revenue and occupancy targets.
Brand and web experiences built by hand.
Market sizing and roadmaps before spend.
Case Studies
No case studies match both filters.
Career Timeline
Market Research & Positioning
I ran two rounds of in-person field research for Azusa Pacific University's OSD office, found why students who needed service credits weren't signing up, and repositioned our trips as the way to meet the graduation requirement.
Indexed to summer 2022 = 100
Sign-ups per enrolled student rose 97%: (151 ÷ 90) ÷ 0.85 = 1.97.
At a glance
92.5% of students knew they needed service credits, but only about half knew OSD trips could provide them, and 31% had no plan at all.
Ran two phases of intercept surveys (270 responses), analyzed awareness, intent and barriers, and reframed trips around the graduation requirement.
Summer sign-ups rose from 90 to 151 and revenue grew $216K (67%), while total enrollment dropped 15%.
The problem
Every student needs service credits to graduate, and OSD trips provide them. But in the survey, the largest group of students had no plan for earning credits, and fewer than one in four planned to earn them through OSD.
“How are you getting service credits?” Phase two, 98 responses
| Credit source | Share of 98 responses |
|---|---|
| No plans | 30.6% |
| OSD | 21.4% |
| Major | 20.4% |
| Elsewhere | 15.3% |
| Other | 6.2% |
| Sports | ~6% |
Approach
OSD-branded table at Trinity, Engstrom, the mail office and the trolley stop. A three-question script (“Can you help me real quick?”) kept each stop short.
172 responses on requirement awareness, knowledge of OSD's local and global programs, and current sign-up status.
98 responses on credit plans, whether students had looked into a trip, and what stopped them from signing up.
Shifted messaging to show that OSD trips directly fulfill the graduation service-credit requirement.
Findings
Share of students surveyed at each stage
The first two stages come from phase one (172 responses), the last two from phase two (98).
Reasons for not signing up after looking into a trip, 41 answers
Nearly every student knew the requirement; only half linked it to OSD. That gap became the positioning.
Freshmen were 56% of the “no plans” group, so effort should shift toward sophomores, juniors and seniors.
Students who researched a trip often stalled at the application, put it off, and earned credits elsewhere.
Most students who cited cost didn't know about OSD's financial aid or fundraising options like the art fair.
Recommendations
Lead with the graduation requirement: OSD trips are the most direct way to earn service credits.
Spend less on freshmen and more on sophomores, juniors and seniors, who feel the deadline.
Shorten and simplify the online application so interest turns into a sign-up in one sitting.
Offer a later application and interview window, or a late sign-up option for an added fee.
Promote OSD's financial aid and fundraising, such as the art fair, wherever price comes up.
Next
Integrated Marketing · Event Strategy
The Memorial Park community garden was 77% rented, and its last 9 plots weren't selling. I built a campaign around a hands-on salsa class so residents could taste what a $30 plot grows. Within a month, every remaining plot was sold.
The problem
Memorial Park is the centerpiece of Azusa: 13.4 acres with a gym, sports fields, tennis courts, walking paths and a 16,000 sq ft skate park. Foot traffic was never the issue.
The garden was 77% rented, but 9 of its 40 plots still had no owner. Each 4′ × 10′ plot costs $30 a year and comes with water, compost and tools on site. The offer was strong; it just wasn't reaching the neighbors walking past.
Occupancy before the event, reported by the Azusa Parks Department
The plan
Every salsa ingredient grows in a 4′ × 10′ plot, and the dish fits the neighborhood's culture. A chef-led class with farmers-market produce let residents taste the payoff of a plot.
Geo-targeted TikTok and Instagram ads for younger residents and Facebook for middle-aged residents within 2 miles. The plan also included partner posts from @azusabeautiful and @azusacity.
Flyers posted across a 2-mile radius. When I worried turnout would fall short, I spent a Sunday handing 100 flyers to 100 residents in person.
Creative
Black and gold set a premium base, so the class read as a quality experience, not a freebie. Magenta and hot pink, colors rooted in Mexican visual culture, added energy and appetite.
The headline did one job: say “free salsa class” from across the street. Dates, times and the address sat on a single dark band for fast scanning. I printed 100 and handed every one out in person.
The pitch
“Imagine stepping into this garden, just like today, picking your own sun-ripened tomatoes and crisp peppers to make the perfect salsa. For only $30 a year, this experience can be yours.”
Event day
before the first class, the award-winning chef cancelled. I called through my contacts, found a friend who could cook, and the class started on time.
Results
Plots rented out of 40. Pre-event occupancy reported by the Azusa Parks Department.
77%Before the eventabout 31 of 40 rented
100%One month later40 of 40 rented
Both classes combined
Attendees came from 13 different households. Several more were mildly interested.
Attendance by session
The Sunday class was also filmed, giving the garden promotional footage for future posts.
Nine new plots at $30 each lifted the garden's yearly plot revenue 29%, with every plot now paying.
One meeting with Event Services covered ingredients, cooking supplies, printing and volunteer setup staff.
Takeaway
I started with a list of 60+ open questions and ranked each by urgency, importance and time to complete. What finally moved the project was walking into the rec office and finding the person who could say yes. Next I'd track whether new plot owners keep showing up to rec center events, which Event Services said had inconsistent attendance.
Data Analysis & Presentation
I analyzed survey data from student volunteers and student leaders across APU's Office of Service & Discipleship and Spiritual Life. Then I presented what to celebrate, what to fix and how to fix it.
The brief
Both offices surveyed the students who volunteered in their programs and the student leaders who ran them. My job was to turn the ratings and open-ended answers into a short list of insights staff could act on.
Every finding was framed three ways: what to celebrate, what to improve and what to do next. Hard feedback sat next to the encouragement, so staff could take it in and act on it.
2022–23 assessment
Share of 16 student leaders
My read: belonging was strong overall, but 2 of 16 leaders rated it a 2 of 5. That's a small gap staff can close person by person.
Where leaders feel most appreciated and connected
My read: 69% of answers pointed to personal or informal moments, about three times the share for formal meetings.
of 37 responses asked for fewer chapel requirements. The most-loved highlight was Kaleo, at 28.1% of 29 highlights.
of 14 volunteers were repeat volunteers. Students valued relationships and seeing the need in their own community.
of 11 scholars couldn't attend workshops at the scheduled times. They suggested evenings and Friday afternoons.
Fall 2023 assessment
Share of volunteers answering yes · average overall experience 4 of 5
My read: the faith-and-service lesson trailed the organization lesson by 12 points. Guided reflection after each event is the clearest lever.
Share of volunteer reflections mentioning each theme
My read: the top praise (60%) was mentioned twice as often as the top complaint (30%), and every complaint was about logistics. Students loved serving; the setup around it needed work.
Average growth rating, 1–5 · highest and lowest areas
My read: leaders grew most in planning, service and worship, and least in operational skills and discipleship. Those belong in next year's training.
Average rating, 1–5 · highest and lowest attributes
Words leaders used to describe the office culture · 38 total
My read: a 4.4 belonging average hid a split. About 1 in 5 culture words were negative, and trust ranked last, so consistency mattered more than any new program.
The thread
In 2022–23 leaders asked for clearer updates between teams. In Fall 2023 volunteers asked for direction and communication, and leaders asked for consistency.
One-on-ones topped where leaders felt appreciated (38%) and where they felt most seen and known (22%).
The programs were working. Students enjoyed serving, learned from it and kept coming back. The biggest gains were in how the offices communicated and how evenly staff showed up for every student, so that's where my recommendations focused.
Market Sizing · Campaign Strategy
Culver CityBus wanted more college students riding on the free GoPass. The obvious pitch was a county-wide campaign. I ran the enrollment data through a TAM–SAM–SOM model instead, found the one college worth owning, and built a ~$5K plan around it.
The problem
The hook already existed: LA County's GoPass gives every student at a participating community college free bus rides. Culver CityBus needed more of those students actually riding its lines.
The surface data was overwhelming. Read at face value, 260,909 undergraduates pointed to a county-wide ad campaign, one that would burn through a small budget on students who would never be near a Culver CityBus route.
Undergraduates at participating LA County community colleges · 260,909 total
Enrollment
Age
Gender
The model
I ran the enrollment data through a TAM–SAM–SOM model and cross-referenced it with the actual bus routes. Each circle is drawn to scale by area, and the wave inside it shows the share of students under 24.
My read: spread evenly county-wide, about 96% of the budget would have landed on students outside the obtainable market.
The outlier
Share of undergraduates · all participating colleges vs. West LA College
Undergraduate enrollment
Enrollment
Age
My read: proximity made WLAC reachable, and its mostly part-time students travel to and from campus often. Ages split almost evenly, so the creative had to speak to first-years and working adults alike.
The audience
Every one of these is a reason to ride, and a free pass answers the first one outright.
GoPass rides are free. UCLA's BruinGo pass costs $45 a quarter for Culver CityBus and Big Blue Bus. Free is the strongest selling point.
The plan
Two goals, three stops. Each stop moves a West LA student one step closer to riding: see it, get a card, then ride the lines.
Graphics for the @culvercitygov and @westlacollege Instagram and Facebook pages, plus paid Meta ads targeting college students in the Culver City region.
A booth on West LA College's busiest walkway with a carnival fishbowl toss. Thirty cups hide $10 Visa gift cards, and anyone who hits a glass wins a free TAP card with GoPass QR instructions on the back.
A scavenger hunt across Culver City. Five partner shops along the routes each hide a $100 Visa gift card, so students spend a day riding the lines and feel the convenience firsthand.
A Super Summer Sale event: partner shops offer limited-time discounts to TAP card users, and for one day select buses run destination bus bingo, with riders posting a selfie at each stop to Instagram for a prize.
The budget
Proposed budget by line item · $5,000 total
Budget per student in the audience · $5,000 ÷ students
more budget behind each student than a county-wide spread, on the students most likely to ride.
Takeaway
This was a pitch, so there are no campaign results to report. What it shows is the habit: run the data through a framework before recommending spend. I apply the same rigor when reviewing monthly marketing reports and recommending where to pivot.
Social Media Strategy · Content Framework
Doro sells premium Korean–Soul fusion meal kits at $20 a meal with a $60 minimum, on a small budget and with no in-house marketer. I aimed the strategy at buyers already shopping for a meal kit, then built a repeatable posting framework the owner could run in under four hours a week.
The problem
Doro's meal kits cost about $20 a meal after shipping and only come in packs of three, so the smallest order is $60. That price pushes the purchase out of impulse territory: buyers want a logical reason the premium is worth it.
The client also had a limited budget and no one in-house with marketing experience. Whatever we recommended had to be cheap, simple and repeatable, or it wouldn't get done.
Packs of three, about $20 a meal after shipping
The buyer
Most everyday purchases happen on autopilot, driven by emotion rather than analysis. The higher the price, the more the buyer's analytical mind switches on to check whether the claims justify the cost. Doro sits near the conscious end, so the content had to give people reasons, not just cravings.
How much conscious thought a purchase demands · illustrative
Doesn't know they want a meal kit yet. Expensive to reach.
Already knows they want a Korean or Soul food meal kit, but isn't sure which brand. They need information and a reason to trust Doro.
Ready to order. The money-back guarantee eases the last bit of doubt.
My read: narrowing to consideration-stage buyers shrank the audience drastically, but it made a limited budget and a one-person team far more efficient. These people are already shopping.
The strategy
Build a direct channel to people passionate about the product, and establish credibility through social proof.
Likes, comments and shares expose the brand and pull potential customers onto Doro's informative, entertaining pages.
Taste and freshness are the reasons Doro costs more, so every post should prove one of them.
Health claims. The kits are built for flavor, not macros, so the content sells taste and freshness and leaves nutrition out of the pitch.
The framework
The client couldn't pay us to make content, so I designed repeatable concepts the owner could produce herself with an iPhone, a tripod, Canva and CapCut. Click a day to see what it involves.
Gives scrollers a reason to follow: something to learn about Korean and Soul food culture every week.
Real customers sharing Doro is the social proof a $60 decision needs, and it takes 20 minutes.
Shows the production, packaging and shipping that make the price worth it.
An overhead cooking video that turns the owner into the brand's fun, recognizable persona.
Concepts in action
Tteokbokki started as a royal dish made with a soy-based sauce. The spicy version most people know took off in the 1950s.
The Canva recipe · about 1 hour
15 facts written and ready to post · Korean Soul & Southern
Tuesday and Thursday, from an iPhone
“Hi! We love your post about Doro Meal Kits. Would it be okay if we shared it on our story? We'll make sure to credit you! 😊”
The ad
I designed this Meta ad for Instagram and Facebook. It's where my color-block tests and A/B tests landed. Hover a note to find it on the ad.
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Takeaway
I don't have results for the final ad or the follower count, so there are no numbers to report here. What the project shows is the order of work: define the objectives and pain points first, so every tactic has a strategic purpose.
Social Creative · Instagram Launch
@bladerunnernow is the official Blade Runner Universe account, powered by Alcon Entertainment. Its very first post was my 9-tile grid: cinematic stills curated and edited into one continuous image that tells the story from neon city to ashen wasteland.
The brief
A first post sets the tone for everything after it. The official account needed an opening that felt like the films: cinematic, moody and unmistakably Blade Runner. I curated stills from the universe and edited them into one image built to be split across nine posts, so the profile itself became the poster.
Anyone who found the profile on day one saw a single, finished piece of key art instead of a lone post.
Every frame came from the Blade Runner universe and stayed in its palette, so the account looked official from the start.
The grid went up all at once and still makes up nearly a third of the feed.
Blade RunnerWelcome To The Official Blade Runner Universe #bladerunnernow
Powered by @alconentertainment
The grid
Switch views to see the grid as one image, as it sits in the feed, and in the order it had to be posted. Hover or tap a tile to read its role in the story.
Post9Post8Post7Post6Post5Post4Post3Post2Post1The story
Each row of the grid works as one act, so a visitor scrolling the profile reads the story the way the films unfold: from a crowded neon city to an empty, ashen world.
Color
Average color saturation of each row, measured from the posted tiles
The read: saturation falls by half while brightness stays roughly level, at 46%, 46% and 42% by row. The mood darkens without the feed going dark.
The craft
Fog and glow spill across tile edges, so no tile reads as a hard rectangle in the feed.
The middle tile, where the eye lands first, holds K in a soft oval vignette.
The hologram's hand reaches into the next tile and the spinner spans two, pulling the eye through the story.
Instagram shows the newest post first, so the grid goes up bottom right to top left for the image to assemble.
Results
The grid went up all at once as the account's first post and has collected 367 likes across its nine tiles. I don't have reach, saves or follower data, so likes are the one number here. The rest of the case is the design itself: with little room for copy, the images had to carry the brand, the story and the first impression.
Packaging Design · Product Strategy
Craftmix made the first cocktail in a packet. For a graphic designer application, I pitched a new slim stick that repositions the same formula as a money-saving bar hack, and designed the packaging for two flavors front and back.
Unsolicited concept made for a job application. Not produced or endorsed by Craftmix.
Drag to spin · two flavors, front and back
The insight
Craftmix's square packet already stands out in a market full of slim sticks. But its messaging sells a product that does many things. Social media has a huge audience for life hacks that save money, and saving money is one of the product's real strengths. So the idea was to give the formula one specific job.
A product with a list of benefits. Great for awareness, harder to turn into a reason to buy right now.
A specific solution to a specific problem: order a shot and water, add the packet, and skip the $15–25 cocktail.
Craftmix had floated a merchandise line. My view: people buy merch when they love a brand, not just a product. Some people drink Red Bull; others love Red Bull and wear the jacket. Growing from one product to a product line builds that attachment first.
The packaging
Keep scrolling and the stick turns with you, front to back and then into the second flavor. You can also drag it.
Flavor · Passionfruit Paloma
The craftmix wordmark runs big across the slim stick, with the flavor, “Just add tequila, water & ice” and the net weight. The tear end reads “tear, stir, enjoy.”
The back turns the bar hack into steps anyone can follow at a crowded bar.
Same layout, new palette: leaf greens and lime take over from plum and grapefruit, so the line reads as one family on a shelf or in a feed.
Every element was drawn by hand in Illustrator, so a new flavor is a color and fruit swap rather than a redesign.
The bar hack
My estimates from the proposal · US dollars
The pitch: order a shot and a water, add the packet yourself, and get a premium cocktail while saving roughly $10–15.
Estimated savings at $10–15 per drink
The pack
Flexible single-use stick, heat-sealed top and bottom with a custom crimping die
7g of powder in about 1.57 in³
The system
#ffcd32Leaf#3ea177Plum#632460Grapefruit#ea5561Cloud#f9f9faLavender#ecdeedBlush#efbccb
Takeaway
I saw the posting on a Wednesday night and built this between classes to get it in before applications closed. The strategy rests on assumptions I couldn't test without Craftmix's customer data, which I flagged in the application. What it shows is how I work: find the strength in the product, give it a sharper job, then design the thing that sells it.
AI · Knowledge Systems
Students rarely phrase questions the way resource pages are written. On my own initiative, I built an AI search system on Google's NotebookLM so reps could get accurate program answers however a question was asked. I started with the Marriage and Family Therapy program.
The problem
Program details lived across dense internal resource pages. Reps answering a call or an email had to dig through them, and a keyword search fails when a student asks “can I still get in with a 2.8?” instead of “GPA requirements.”
The team needed a search tool that understood the meaning of a question, not just its words.
How it started
Approach
Learned how retrieval-augmented generation and semantic search work, then chose Google's NotebookLM to build on.
Aggregated the MFT program's internal resource pages and interviewed professors and department heads to fill the gaps.
Asked the system program questions phrased many different ways and checked each answer against the sources.
Knowledge map
This is the program knowledge base as NotebookLM mapped it, redrawn. Click any topic with an arrow to open or close it.
Structure
Complex data is useless if it isn't structured. I turned the raw material into simple Q&A pairs, mapping the questions students actually ask to the facts that answer them. The pairs below are examples written from the mapped facts.
Regular admission requires a 3.0 cumulative GPA. Below that, applicants can be admitted conditionally if they keep a 3.0, with no grade below B-, in their first 12 units.
Admissions › GPA RequirementsFall: March 15 priority, April 15 regular. Spring: October 1 priority, November 1 regular. There's no summer entry, and the Inland Empire campus offers extensions.
Admissions › Application DeadlinesThe LMFT requires 3,000 supervised clinical hours, and up to 1,300 can be earned in the program (minimum 225). The path: master's degree, AMFT registration, hours, then state exams.
Clinical Experience & Licensure › LMFTThe pitch
Retrieval-augmented generation over a curated knowledge base. Semantic search matches the meaning of a question rather than its exact words, and the model answers from the retrieved sources.
“I'm building an AI-based search system to make our admissions reps faster and more accurate.”
Where it stands
The MFT build proved the approach before I left the role, so there are no rollout results to report. These would have been the next steps and the numbers I'd track.
Acrylic pours, paintings, and the photographs and films I stage around them.
ScrollStudioStep inside.
One of five artists in the show, with three paintings on the wall.
The lights are down. Move across the wall to light it, or pick a painting.
Gallery wall
Move to light the wall
An artistic display mixes photography with the painting itself. Hover the canvas to find it in the shot.
A loose, layered portrait in white, navy and a splash of deep red. For the display, I appear twice in one frame in a narrow alley, with the painting propped against the wall.
A hummingbird, drooping blossoms, a squash and a vase whose cracks are mended in gold, the way kintsugi repairs broken pottery. For the display I fell backwards into a pool with the canvas while a friend filmed from above.
A concept easel I designed, built and sold on Etsy. It goes from a bundle of rails to a full-height easel, then folds back down to carry out.
I shot both clips to sell it: one assembling it in the desert, one folding it away in a park.
More pours, paintings and displays on Instagram.
Back to the marketing work →About
I'm a Los Angeles–based marketer working across growth, creative and strategy, from admissions marketing at Azusa Pacific University to community programs for the City of Azusa and web design at BlackLine Media Group.
My work runs from market sizing and execution roadmaps to the campaigns, interfaces and AI search tools that carry them out.
Off the clock, I paint.Pours, paintings and an exhibition in the Studio →
Toolkit
How I Work
Know the reachable market before spending against it.
Pages, layouts and tools made by hand, so ideas ship fast.
Every project ends in a number someone can check.
Contact
Open to marketing roles and freelance projects.