Case Studies
Selected work
Case studies from internships and applied coursework, spanning CRM, research, SEO, and strategy. Filter by discipline, or read them front to back.
Building the digital shelf for Wrangler & Lee
Setting up seasonal product releases on Walmart.com: product creation, listing quality, and cross-team coordination so items go live on time.
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, ran a 980-post seven-platform social analysis, and audited a 913-page site for SEO.
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, tuning keyword strategy, bidding, and optimization to land a 35% CTR and clear 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.
A SQL retention teardown for a coffee shop
Built a year of synthetic coffee-shop sales, then used SQL cohort analysis to find where customers leak. Two retention levers tested — loyalty signup worked; the bean-bag theory didn't.
Automating product-photo prep on a locked-down machine
An Excel workbook that writes a PowerShell script to compress, rename, and file hundreds of Walmart.com product photos. It runs with no installs, no macros, and no admin rights.