“The heart and soul of the company is creativity and innovation.” - Bob Iger
“The heart and soul of the company is creativity and innovation.” - Bob Iger
I collaborated with cross-functional teams to develop new Progressive Web Applications (PWAs) for Acuvue’s New Wearer Experience Campaign. For the campaign’s landing page, we used A/B testing to evaluate the impact of an interactive design. I built two versions: Page 1 used the brand’s standard colors and layout, while Page 2 featured a new color scheme and animations.
Our analytics team tracked interactions, and results showed that Page 2 provided a more engaging experience, leading to a positive ROI. This project taught me the value of A/B testing in optimizing creative choices and highlighted how even subtle design changes can significantly enhance user engagement. It reinforced the power of data-driven decisions and cross-functional collaboration in driving impactful marketing strategies.
Our goal was to empower users to make more informed decisions about their eye care, giving them a better sense of control over their vision. We recognized that vision care often feels out of their hands, limited to following their doctor's advice. To change this, I helped develop interactive quizzes that guide users to their ideal contact lenses and other resources on the Acuvue website based on their individual needs.
While we emphasize the importance of consulting with a professional, this tool provides customers with valuable insights into their options, allowing them to make more informed decisions about their eye care. By offering a personalized experience, we enhanced user engagement and positioned Acuvue as a brand that listens to and understands its customers' needs. We supported a more customer-centric approach to eye care, which led to better user satisfaction and loyalty, ultimately benefiting both the brand and the consumer.
I was tasked with refreshing the existing homepage to highlight the company's new acquisitions, games, and enhanced features. I developed interactive components that support an engaging experience for users, helping to spotlight our latest offers. I had the opportunity to work closely with the design team so that each element aligned with the brand’s evolving identity and customer needs.
While the page will continue to evolve with DraftKings' growth, I'm proud to have played a role in creating a platform that reaches millions of users daily. This project taught me to balance functionality with user engagement, creating a more dynamic, intuitive experience for our audience while also adapting to a company’s expansion.
I had the opportunity to work with a THC and CBD-infused beverage company that sought to rebrand and broaden its online presence to reach a wider customer base. Initially focused on helping opioid addicts, the company lacked a cohesive digital strategy to effectively target and engage a broader audience, which limited its visibility and market reach.
Collaborating with four students, we developed a comprehensive marketing strategy aimed at rebranding and expanding the company’s digital footprint. We planned a social media campaign across six platforms, creating engaging visuals, a new headline, and a tagline to capture attention. Although our formal involvement concluded at that stage, our contributions laid the groundwork for their ongoing social media presence and website redesign, enhancing the brand’s appeal and accessibility to a broader market.
I collaborated with three other marketing students on an in-depth analysis of Glossier, a brand that underwent a rebranding process following significant backlash from its target audience. Through our research, we examined Glossier’s journey and evaluated how effectively the company adapted to meet evolving customer expectations. We discovered that, although Glossier’s transformation helped restore its market standing, there remain untapped opportunities to elevate the brand further by aligning with current media trends and consumer preferences.
This experience taught me the importance of understanding both market perceptions and the power of strategic rebranding in re-establishing a brand's identity. The insights gained through this project would allow me to bring a nuanced approach to brand strategy in a marketing position, applying lessons in brand resilience, adaptive strategy, and trend alignment to help any company navigate and thrive through customer-driven changes.