The Archive · Back Issues
Selected work
Case studies from internships and applied coursework — the throughline is turning messy data into decisions a team can act on. Filter by discipline, or read them front to back.
Reading the digital shelf for Wrangler & Lee
Turning Walmart.com supply, inventory, and competitive-assortment data into decision-ready materials for retail strategy and business planning.
Building a segmented CRM from 2,200+ records
A full HubSpot rebuild — cleaned and standardized 2,200+ records, classified 1,100+ partners across 25+ categories, plus a 980-post seven-platform social analysis and a 913-page SEO audit.
Diagnosing an 89% drop in Instagram reach
Impressions fell 89% year over year — but engagement rate rose 58%. Splitting the two metrics proved the problem was lost distribution, not weak content.
A 16-section marketing plan for a community coffee shop
How to grow a fiercely local brand without diluting it. Qualtrics research, a competitor matrix, four personas, and a Coffee Club subscription strategy.
A Google Ads campaign that beat its revenue target
A paid-search and display simulation run round over round — keyword strategy, bidding, and optimization that landed a 35% CTR and cleared a $16K revenue goal.
A research plan for an underperforming coffee store
Why a proven Raleigh playbook stalled in Greensboro. A mixed-method research design built on Mintel and competitor analysis, with measurable awareness, trial, and repeat-purchase targets.
A go-to-market plan for a wellness retail concept
Positioned on guidance over price after research showed 83% wanted a consultation first. Sized the market at 3,516 qualified buyers with the full STP and 5P strategy.