Digital Marketing: Simternship® at Buhi

During my Digital Marketing Simternship® at Buhi, I managed multi-channel ad campaigns, optimized landing pages, and strategically allocated a $7,500 budget to maximize performance.
Display Ads – Best for brand awareness, reaching a broad audience.
Search Ads – Most effective for conversions, targeting high-intent shoppers.
Retargeting Ads – Drove repeat purchases, increasing customer retention.
By optimizing CPC, CTR, and conversion rates, I successfully generated $100,000+ in revenue and gained hands-on experience in paid media strategy and data-driven marketing.

Urbethh case studies

Urbethh Case Studies
This collection of case studies showcases Urbethh’s journey, impact, and growth as a luxury brand. Each study explores key milestones, market positioning, and the brand’s influence in the industry. Through real-world insights and strategic decisions, these case studies highlight Urbethh’s commitment to craftsmanship, exclusivity, and innovation.

Data Wrangling: Population and Air Quality Analysis

Population and Air Quality Analysis
From August to December 2024, our team conducted a Python-based data analysis to examine the relationship between population density and air quality in major cities across California and Texas. Using real-time API data and publicly available population statistics, we explored how urbanization affects air pollution.

Through data wrangling, visualization, and statistical analysis, we identified key insights, such as the influence of industrial activity and agriculture on air quality beyond population size alone. The project highlighted the importance of sustainable urban planning and the need for better data accessibility to improve environmental research.

Consumer behavior: TikTok Challenge

For this project, my team partner and I created a TikTok account to maximize organic engagement within the Valorant gaming community. We focused on high-quality, short-form content, consistent posting, trending hashtags, and audience interaction. Despite initial setbacks, our strategy led to 3,750 views, 144 likes, and 102 followers within a week. This experiment provided valuable insights into content virality and consumer engagement.

Digital marketing: Semrush Certifications

In my Digital Marketing class, I gained hands-on experience using SEMrush to optimize campaigns and analyze data. I earned certifications in Social Media Marketing, Marketing Analytics, SEO, and Content Marketing, mastering skills in audience engagement, performance tracking, keyword research, and content strategy. These certifications showcase my ability to apply data-driven marketing techniques to enhance brand visibility and digital performance.

Data Mining: Urbethh’s Women's Product Line

I applied data mining techniques to analyze customer insights for Urbethh’s first women's product line. Using classification, association, and cluster analysis, I examined consumer sentiment, buying patterns, and customer segments. Key findings helped optimize product design, pricing strategies, and targeted marketing efforts, enabling data-driven decision-making to enhance Urbethh’s brand positioning in the fashion industry.

Urbethh

Urbethh is a brand built on creativity, craftsmanship, and modern design. It stands for more than just products. It represents a lifestyle that blends luxury with meaning.

As a co-founder, I was involved in shaping Urbethh’s identity, marketing strategy, and customer experience. I worked on everything from designing the brand’s visual identity to launching marketing campaigns that reached the right audience. My goal was to create a brand that not only looked premium but also told a compelling story that resonated with customers.

Through research, customer engagement, and storytelling, I positioned Urbethh as a brand that values both tradition and innovation. I focused on making sure that every product and marketing decision aligned with what our audience truly wanted.

Business Analytics: Sonoma Valley Wine

In this team project, we developed a data-driven optimization model for Sonoma Valley Wine, helping owner George Clark maximize profitability over two years. Using financial modeling, linear programming, and scenario analysis, we determined the best wine production, pricing, and marketing strategy.

Optimized sales: 4,470 Malbec & 6,703 Riesling (Year 1), 54,902 Malbec & 23,530 Riesling (Year 2)
Projected total profit: $617,652.19
Scenario analysis: Evaluated pricing changes, marketing constraints, and product mix strategies
Our model provides scalable business insights, enabling George to adapt to market trends, optimize resources, and drive long-term profitability.

Market Research: College Tasker Feasibility Study

My team conducted a market research study to evaluate College Tasker, a platform for on-campus job opportunities. We surveyed 250 respondents, identifying academic services as the most in-demand category. Key insights showed a $22/hr equilibrium price, strong interest from students, and income generation as a primary motivator. Our findings guided pricing, segmentation, and marketing strategies for potential platform implementation.

Integrated Marketing Communications: Versace vs Urbethh

This project analyzes Versace's integrated marketing communications and compares them with Urbethh's branding approach. While Versace focuses on luxury, exclusivity, and aspirational messaging, Urbethh blends cultural storytelling with urban aesthetics. The study highlights how both brands leverage digital engagement and community-building to connect with their audiences.