Northeastern Co-op Social Media Posts

Role: Co-op Peer Mentor, Northeastern University Timeline: January 2026 – April 2026 Function: Social Media Marketing, Content Production

The Situation

Northeastern University's Co-op office needed to grow its social media presence to better reach second-year students considering their first co-op experience. The Instagram page had low engagement and an inconsistent posting cadence. As Co-op Peer Mentor, social media content creation was one of my core responsibilities.

What I Did

I managed the Instagram page end-to-end, handling content strategy, production, and publishing. Using Canva and CapCut, I developed a short-form video content designed to feel authentic and student-facing rather than institutional. I focused on short, visual, engaging formats that aligned with how second-year students actually consume content.

The Results

• 49.1% increase in follower growth rate over 90 days

• Most successful post across all engagement metrics in the page's history

Zipcar Brand Sentiment Analysis

Role: Digital Marketing Co-op, Zipcar Timeline: July 2025 – December 2025 Function: Brand Strategy, Consumer Insights, Competitive Intelligence

The Situation

Zipcar's paid media team needed a clearer picture of how consumers actually perceived the brand across digital platforms. There was no centralized system for tracking brand sentiment, and the team lacked a structured process for turning review data into strategic insight.

What I Did

I designed and executed a brand sentiment analysis across 8 platforms, collecting and coding 100+ consumer reviews using both qualitative and quantitative analysis methods. I identified positive and negative recurring themes while synthesizing findings into a format the paid media team could act on. The goal wasn't just to report what people said, but to surface the patterns underneath: which pain points kept appearing, which brand promises were resonating, and where perception gaps existed between Zipcar's messaging and customer experience.

I also built a competitive intelligence tracker to give the team strategic context for where Zipcar stood relative to the market.

The Results

• Delivered a centralized sentiment analysis covering 100+ reviews across 8 platforms

• Identified key consumer pain points and perception gaps that informed brand strategy

• Competitive intelligence tracker adopted by the team as an ongoing resource for strategic decision-making

NU-STEP Video Advertisement

Role: Demand Generation & Marketing Associate, Northeastern University Timeline: July 2024 – December 2024 Function: Content Marketing, Video Production, Lead Generation

The Situation

Northeastern University was developing NU-STEP, a new employer acquisition program designed to connect companies with student co-op talent. The program needed marketing collateral to attract employer partners, and I wanted to create a video as the centerpiece of a multi-channel outreach campaign. I was given ownership of the video from brief to final cut.

What I Did

I owned the video advertisement end-to-end: I wrote the script, directed the shoot, and edited the final cut using CapCut. The video was designed to move employer prospects down the lead generation funnel, explaining the program's value proposition in a format that was concise enough to hold attention and compelling enough to generate interest.

The video sat within a broader multi-channel campaign that included email outreach and live event pitching. I also conducted lead qualification using LinkedIn Sales Navigator, where I analyzed 250+ cold prospects to refine outreach targeting. The video generated 15 of those prospects into warm leads.

The Results

• Video advertisement completed and deployed as primary campaign marketing collateral, converting 15 cold prospects into warm leads

• Delivered pitches to 25+ employers at live industry event

Mynd Adventures

Role: Student Campaign Team (Team of 5), Northeastern University Timeline: January 2025 – April 2025 Function: Brand Strategy, Advertising Campaign, Consumer Research

The Situation

Mynd Adventures, a board game company, needed a full advertising campaign strategy for a product launch. The client had a product but lacked a clear sense of who their core customer was and how to reach them effectively. Our team of five was tasked with developing a complete campaign that included research, strategy, and creative direction. This full campaign pitch was presented to the client.

What I Did

I contributed across the research and strategy phases of the project. We conducted 10 primary target audience interviews to surface real consumer pain points related to board game purchasing behavior. We identified what made someone choose one game over another, what friction existed in the category, and what emotional need the product could credibly address. Those insights directly shaped the positioning and channel strategy we developed.

From research, we moved to campaign architecture: positioning statement, target audience definition, channel selection, and creative direction. I contributed to synthesizing the interview findings into strategic recommendations and helped build the final campaign presentation. We delivered a 50-minute client pitch that secured buy-in on the campaign direction and received strong positive feedback from the client on the strategic foundation.

The Results

• 10 primary customer interviews conducted, surfacing key pain points and behavioral insights

• Full campaign strategy developed: positioning, targeting, channel mix, creative direction

• 50-minute client pitch delivered, securing client approval on campaign direction

Purple Mango Ltd.

Role: Student Campaign Team (Team of 3), Northeastern University Timeline: January 2026 – April 2026 Function: Strategic Communications, Brand Strategy, Campaign Planning

The Situation

Purple Mango Co is a startup branding agency navigating a competitive market where differentiation is difficult and brand positioning is everything. The client needed a comprehensive strategic communications plan that included where to position the brand, who to target, and how to deploy resources across channels. Our team of three was responsible for delivering a complete campaign book.

What I Did

I worked across the research, strategy, and production phases of the project. On the research side, I conducted competitive analysis using secondary sources including Mintel and Statista to identify challenges within the brand agency market and opportunities for Purple Mango's differentiation. Those findings shaped the situational analysis and directly informed the campaign strategy.

On the strategy side, I contributed to developing the multi-channel communications approach which integrated owned, earned, shared, and paid media. I also helped allocate a $3,500 campaign budget across channels based on strategic priorities. Throughout the process, we incorporated client and peer feedback to strengthen the plan, refining our targeting and messaging based on what the client actually needed rather than what we initially assumed.

The final deliverable was a 20-page campaign book integrating research, strategy, creative direction, and a rollout plan into a single client-facing document.

The Results

• Competitive analysis completed using Mintel and Statista, identifying key market challenges and positioning opportunities

• Multi-channel communications strategy developed across owned, earned, shared, and paid media

• $3,500 campaign budget allocated across channels with strategic rationale

• 20-page campaign book delivered as final client-facing deliverable