Academic Projects

Spotify Streaming Analysis (Tableau)
Dec 2023 - Dec 2023

  • Cleaned 2023 Spotify’s data on most streamed songs to visualize streaming trends using Tableau for songs, artists, and platforms, creating 6 charts to populate a cohesive data story analysis.

  • Utilized 55-year historical streaming data to project a positive trend in the number of streams over the next 2 years, applying statistical models to predict future trends.

  • Created a heatmap and bubble chart to visualize the top 10 artists by highest number of streams along with the top 10 songs.

  • Analyzed artists' effect on streaming volumes across Apple Music & Spotify to highlight fluctuations between the 2 platforms.

Restaurant Sales Analysis (Python)
Nov 2023 - Dec 2023

  • Cleaned a year-long dataset on a team of 3 to analyze a fast-food chain's sales trends; using Matplotlib, Seaborn, and Pandas Python libraries for visualization and analysis, concluding a total sales revenue of $3.4k.

  • Compared the number of transactions during different times of the day to create a bar chart using Matplotlib library concluding evening as the peak sales time with 185 transactions.

  • Determined the most popular item at the chain, selling 856 times using Pandas library, to emphasize the overall trend that food items (68.7% of sales) outperformed beverages (31.3%) in quantity sold by creating a pie chart utilizing Matplotlib library

Marvin’s Magic Social Media Strategy
Sep 2023 - Dec 2023

  • Oversaw a $300K paid display ads campaign estimating an industry leading CTR of 0.51%, equivalent to 666K clicks, with a CPC of $0.45, 130M impressions to achieve a $4 ROAS as part of the strategy’s goal to increase sales by $1.2M by the end of 2024.

  • Led the analysis of consumer behavior on a team of 6 for brand’s entry into the US toy market, leveraging MRI-Simmons data for market segmentation to guide paid social strategy resulting in $9.66 ROAS on Facebook & $7.77 ROAS on Instagram

  • Managed the entire $500K budget for the winning team’s strategy, to balance allocation between paid and organic executions.

The Future of AI Video Content Creation
Sep 2023 - Oct 2023

  • Collaborated on a team of 2 to conduct research focusing on the utilization of AI tools in the content creation sector and its growing use in the digital marketing domain

  • Conducted data analysis on industry usage of generative AI for video content, discovering that the marketing and advertising sector leads with 37% utilization in the US

  • Applied the HeyGen AI video generator software to design and produce an AI-driven video presentation, showcasing its capabilities in a practical context.

Forbes Billionaires SQL Database
Mar 2022 - May 2023

  • Collaborated on a team of 2 to develop SQL Database using MySQL by constructing an Entity Relationship Diagram (ERD) utilizing Lucidchart to establish structured 4 tables with primary and foreign keys.

  • Processed raw data by removing duplicate records with VLOOKUP functions in Excel, ensuring data integrity for database import.

  • Constructed 14 SQL queries involving SELECT with WHERE clauses, JOIN operations, ORDER BY, GROUP BY, HAVING, and various Aggregate Functions to retrieve comprehensive insights about 100 Forbes Billionaires and associated companies.

  • Demonstrated proficiency in database querying, data manipulation, and extraction techniques, contributing to a deeper understanding of the dataset's nuances and complexities.

"Stay Home, We Deliver" Integrated Direct Marketing Campaign
Nov 2022 - Dec 2022

  • Led a team of 5 by conducting market research, consumer analysis, developing creatives & offers, video advertisement, and media plan to execute an Integrated Direct Marketing Campaign for BOXED.com

  • Advised team as a captain with media flow suggestions by working with a $4.5 million marketing budget to achieve a 73% ROI through campaign’s executions to deliver a written report and PowerPoint presentation

"Jobless today, not tomorrow" Integrated Marketing Campaign
Sep 2022 - Dec 2022

  • Oversaw team of 5 students to conduct a situation analysis using databases, such as IBIS World, Simmons Insights, Statista, and Business Source Ultimate, that led to strategic decision-making within campaign executions for ZipRecruiter

  • Advised team with development of a Creative Strategy to originate organizing idea and creative brief that aligned with the target’s needs within the online recruiting market

  • Created survey to collect primary research of 113 records using Qualtrics to develop target buyer personas in creative strategy

  • Advised team with creative executions to provide constructive feedback on drafts of banner, display, and digital Ads

  • Supervised team and calculated media placements’ costs, reach, and estimated impressions to generate a media plan

  • Facilitated campaign strategy integration across development of Job Dating partnership Event to uniquely reach target market

  • Managed media and promotion budget of $10 million across paid, earned, and owned media to calculate budget allocation

  • Coordinated scenarios of $2 million budget increase and decrease to project budget execution across paid & owned media

Lyft Market Research
Sep 2022 - Dec 2022

  • Collaborated with team of 4 to develop of market research questions and provide suggestions for Lyft entering delivery service

  • Researched and analyzed Simmons Quick Reports to identify segments of consumers to make strategic preference decisions

  • Analyzed current food delivery service market players along with their market share to identify Lyft’s main competitors

  • Demonstrated excellent teamwork in identifying most favorable features that consumers seek in online food delivery service

  • Collected primary data using Qualtrics software by developing a survey to provide future recommendations for Lyft within further decision-making of service expansion

Google Analytics Website
Apr 2022 - May 2022

  • Provided overview of Google Analytics software, features, and companies using HTML and CSS to create a four-page website

  • Developed the review page of the website using JavaScript and built a feedback page to collect the responses using Forms

Nespresso Marketing Plan
Feb 2022 – May2022

  • Collaborated with a team of six to develop the survey and gather data for the descriptive research utilizing Qualtrics software to analyze the results for the further use in the development of the Marketing Plan for Nespresso brand

  • Implemented the collected data to propose two main ideas for the campaign development based on the conducted research, consumer, industry, competitor analysis, and the collected data to deliver the PowerPoint presentation of the Marketing Plan

Creative Website Development for Non-Profit
Sep 2021 - Dec 2021

  • Brainstormed narrative in collaboration with content creator to design a functional webpage showcasing the individual’s story

  • Developed storyboard and site map to bring website to life using WIX platform, corresponding content tabs and other media