Marketing Analytics Report: Organic Campaign for Lead Gen event

Led a two-week organic campaign for a live online English demo, generating 226 registrations and 70 attendees—a 30% event conversion rate. Designed creative assets, email flows, and landing page strategy, which achieved a 35% registration conversion rate. Analyzed performance of organic tactics and post-event feedback to guide future campaigns.

Search Engine Strategy

Interpreted large keyword datasets for Brilliant Event Planning and provided recommendations to optimize improved organic and paid search performance. Prepared engaging and clear data visualizations for the client.

YouTube Strategy for MOOC

Prepared a marketing strategy for the brand Coursera, a massive open online course (MOOC), focusing marketing channel efforts based on segment from the brand's goal audience. Planned measured marketing strategy aimed to accomplish business objectives. 

GTM Strategy and Campaign Plan

Outlined a persona-driven targeted campaign to boost international enrollment for a new ASU graduate degree program, using persona development, regional insights, and a full-funnel approach informed by Open Doors data.

Lead Nurture Email Comms Plan

Created a three-touch nurture stream for the Masters in Television program at Boston University. Designed an auto-responder sequence that included two initial touches, both focused on content-first messaging. 

GTM Recommendations for Babson College

Researched Babson College graduate degree programs and provided GTM recommendations to improve the digital marketing strategy to reach prospective students. 

UX Strategy Report

Created a user experience report with recommendations for the design, navigation and readability of a custom student portal built for admitted students. 

Cronkite News Social Strategy

Analyzed Google Analytics (GA4), Meta and X data for Cronkite News to gain insights into the current audience behavior and how to optimize social media and website content to drive key engagement goals.

Paid Media Plan for Tufts University

Prepared a paid media plan using real admissions data, allocating ad spend to target both current and goal audiences. Focused on qualified lead targeting across awareness, lead generation, and retargeting.

User Personas for Osgoode Law

Created program-based personas based on real admitted student data from Osgoode Law School surveys. Visuals created on Canva and Adobe Firefly for slidedeck and user persona characters. 

Global Launch Audience Research

Established an understanding of the current audience through marketing and admissions data. Created a program comparison table and two user personas per program to share with marketing partners to kickstart paid media campaigns. 

Coursera Marketing Funnel

Analysis of the B2C and B2B marketing funnel for Coursera, a massive open online course (MOOC) platform. Breakdown of funnel with digital asset examples. 

University of Boston Competitor Analysis

Conducted a SWOT analysis and competitor research for engineering schools in the Northeastern U.S. 

Student Journey Map

Created a journey map on LucidChart using qualitative and quantitative data to create a real example of a student journey. Required ability to gather and aggregate data across systems.