Projects
Edward Jones Marketing Project
Developed a strategic marketing plan for Edward Jones targeting millennial “Motivated Families” (ages 25–35). Conducted primary research with 17 young families and completed competitive, SWOT, and persona analyses to understand financial behaviors, concerns, and technology expectations. Proposed a three-part strategy—social media revamp, AI-enhanced advisory tools, and community engagement events (“Piggy Banks & Playgrounds”)—to increase brand relevance, improve digital experience, and strengthen advisor relationships with emerging investors.
Lyft Case Competition — Baker Scholars, First Place Winner
Completed an intensive 48-hour case analyzing Lyft’s cultural fragmentation following leadership changes, layoffs, and hybrid work shifts. Used the McKinsey 7S model to identify misalignment between strategy and culture, then developed the “Our Why Initiative,” including a Kickoff Event, Anchor Days, and a cross-functional mentorship program to rebuild trust and collaboration. Presented to a panel of judges and placed first for delivering a clear, research-driven, and actionable cultural transformation strategy.
CFL Consultant — Phelps Dining Lean Kitchen Project
Collaborated with Hope Dining Services to optimize kitchen workflow ahead of major renovations. Conducted Lean analysis using step-count data, spaghetti diagrams, staff interviews, and 5S principles. Created and tested multiple layout redesigns to reduce wasted movement and improve workstation efficiency, achieving 30–41.5% reductions in employee steps across key roles. Delivered recommendations on equipment placement, cooler/freezer access, and long-term workflow improvements.
Public Relations Strategist — “Hope Means Business” Campaign
Led PR strategy for the Hope College Business & Economics Department surrounding the launch of the new North Gateway Building. Conducted research with alumni and campus stakeholders to identify low engagement as a core issue. Developed and executed a multi-audience campaign—including student launch events, faculty communication tools, and alumni networking initiatives—to strengthen awareness, unify messaging, and increase engagement goals by 25–30% across key stakeholder groups.
CFL Consultant — OVD Insurance
Completed a semester-long consulting engagement to help OVD Insurance attract more early-career talent. Conducted primary research with campus organizations and delivered recommendations across recruitment strategy, social media, website design, and referral incentives. Supported the redesign of career-fair materials and employer branding. Outcomes included a 45% increase in college student hires following implementation of our recommendations.
PR/Alum Chair — Sigma Iota Beta Sorority
Designed and produced the 16-page 2024–2025 SIB Torch from scratch, distributed to over 1,000 alumni. Led content development, layout design, and storytelling, featuring chapter milestones, leadership highlights, philanthropy results, rush updates, and alumni achievements. Strengthened alumni engagement by creating a cohesive, visually branded publication rooted in SIB’s core values.
