DIGITAL
MARKETING
A Self-driven marketer with a visionary mindset and a passion for creativity.
I specialize in developing and executing strategic campaigns to enhance customer acquisition and capture emerging trends for business growth.
Digital Marketing Apprentice
YouTube Global Team
Creative Marketing Strategist
Summary
Supported the YouTube Social & Influencers team in managing 20+ global social media channels, with a focus on boosting Gen Z engagement through trend-driven campaigns. Leveraged creative campaign development and data-driven insights to elevate engagement and sentiment across YouTube Global’s platforms.
I took initiative to develop and lead a social-first campaign spotlighting Gen Z creators on YouTube Shorts. The campaign aimed to drive engagement and positive sentiment among Gen Z audiences while boosting the global visibility of Shorts content.
Action
1. Trend Research & Campaign Strategy Development
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Conducted in-depth research into Gen Z content trends across TikTok, Instagram Reels, and YouTube Shorts to inform campaign ideation.
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Identified relevant creators and content formats aligned with Gen Z aesthetics and behaviors, shaping campaign narratives tailored to the audience.
2. Creative Campaign Development for YouTube Global -
Conceptualized and executed a weekly campaign on YouTube Global’s Instagram, spotlighting Gen Z Shorts creators.
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Designed engaging, dynamic content that resonated with digital-native audiences while maintaining YouTube’s editorial voice and brand integrity.
3. Collaboration with Regional & Global Teams -
Partnered with regional and global teams to ensure content alignment across markets.
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Worked cross-functionally with Product and Brand Marketing teams for campaign integration, collaborated with Clearance and Outreach to secure rights, and coordinated final creative with the Social Team
4. Social Content Planning & Execution -
Built and managed a content calendar to schedule weekly Instagram Reels featuring high-impact Gen Z creators.
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Ensured consistent messaging, creative tone, and brand alignment across all campaign assets
5. Performance Tracking & Analytics -
Utilized Sprinklr to track engagement and sentiment metrics. Worked alongside the Specialist team to measure impact, iterate on strategy, and optimize content performance based on real-time insights.
6. Results & Campaign Impact -
Achieved a 4.44% increase in user engagement, driving stronger Gen Z interaction and sentiment across YouTube Global’s platforms. The campaign framework has since been adopted as a model for Gen Z-targeted social activations.
Results
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Spearheaded a trend-driven campaign that led to a 4.44% increase in overall user engagement, boosting Gen Z interaction across YouTube Global’s Instagram.
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Elevated sentiment and visibility for YouTube Shorts creators, reinforcing the platform’s cultural relevance among Gen Z.
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Campaign content consistently outperformed average engagement benchmarks, with several Reels gaining strong organic traction.
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The success of the initiative contributed to internal best practices and inspired similar creator-led campaigns within the Social & Influencers team.
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Established a scalable framework for future creator initiatives on a global scale, enabling continued engagement and growth across key markets.
Large Customer Sales (LCS)
Growth Marketing Strategist
Summary
During my second rotation with the LCS team, the focus was on driving and sustaining revenue growth in Ads through customer success by targeting App-first customers. As competition in the app market intensified, I was tasked with delivering strategic insights and competitive analysis to support the team’s initiatives.
My primary responsibility was to create strategic reports that would help the Apps sector team gain insights into current market trends, the competitive landscape, and emerging opportunities. These reports supported the team’s strategic decision-making process and enhanced customer engagement strategies.
Action
1. Trend & Market Analysis
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Attended informative sessions focused on Gen Z, Millennials, and AI-related consumer behavior trends in the app ecosystem. Leveraged insights from various market research platforms to identify correlations and emerging patterns in the digital space.
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My research contributed to a 15% improvement in the team’s understanding of key customer segments and app usage behaviors.
2. Strategic Report Development
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Created a comprehensive strategic report outlining industry trends, app download metrics, and engagement patterns.
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Visualized data through charts and graphs to ensure clarity for stakeholders.
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This report was key in driving targeted marketing strategies and informed the alignment of 20+ marketing assets used to boost engagement and acquisition efforts.
3. Competitive Analysis & Insights
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Conducted in-depth research on competitors’ marketing strategies, focusing on feature rollouts, user acquisition tactics, and performance benchmarks.
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The insights gathered helped refine our client targeting strategy, leading to a 10% increase in app installs through more effective ad campaigns and positioning.
4. Stakeholder Communication & Data Visualization
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Delivered findings to the LCS Apps vertical team using clear data visualizations that highlighted trends and insights.
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These presentations improved stakeholder decision-making and reduced the time spent analyzing reports in meetings by 5%, streamlining cross-functional discussions.
5. Client Acquisition Strategy
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Compiled a competitive report detailing acquisition and retention strategies used across the industry.
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These insights helped sharpen our own outreach approach, leading to a 7% boost in customer engagement and stronger alignment with evolving client expectations.
6. Cross-Functional Collaboration
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Worked closely with over 5 internal teams to integrate findings into broader marketing initiatives, prepare for client meetings, and refine sales strategies.
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This cross-team synergy optimized marketing efforts across 100+ product leads and significantly increased campaign conversion rates.
7. Competitive Research Application
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Performed detailed tracking of app trends, user behavior, and market dynamics to uncover competitor strengths and weaknesses.
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This research highlighted three key areas for improvement, directly supporting a 12% lift in lead conversions through targeted marketing enhancements.
8. Strategic Impact
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Insights from my research played a direct role in shaping marketing strategy during leadership planning sessions.
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By contributing competitive reports and visual data, I helped the team identify market gaps, enhance positioning, and improve overall campaign effectiveness by 15%.
Results
My strategic reports and competitive analysis contributed to refining the LCS team’s marketing strategies. These insights were shared across client meetings, directly influencing app campaigns, client acquisition strategies, and marketing tactics. As a result, the team achieved a 10% increase in client engagement and successfully maintained competitive positioning in the rapidly evolving app market
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Student Life
Social Media Manager
Summary
Our college campus planned a College Spirit event to encourage students to hang out, showcase their talents, and display their school spirit. We needed at least 50 student sign-ups for approval, but the summer schedule posed a challenge with many students on vacation.
Action
1. Research and Strategy Development:
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Identified key online platforms frequented by students.
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Created a comprehensive marketing strategy using diverse digital media formats.
2. Collaboration and Implementation:
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Partnered with Student Life Center Leaders to A/B test various media formats like short videos, Reels, and traditional posts.
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Utilized a mix of digital and print advertisements to reach the target audience effectively.
3. Optimization:
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Analyzed post performance and adjusted strategies to enhance engagement.
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Crafted compelling marketing messages aligned with student interests and schedules.
4. Presentation and Approval:
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Presented the marketing strategy to over 20 Student Life College Department leaders.
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Demonstrated the success of A/B testing and strategic approach.
Results
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Our strategic marketing efforts led to over 100 student sign-ups, doubling the required number. This ensured the approval and success of the College Spirit event, making it a memorable and well-attended gathering.
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CENSUS 2020 CAMPAIGN
MARKETING STRATEGIST
Summary
As the Marketing Strategist for CENSUS 2020, I tackled the challenge of raising awareness about the census among first-generation graduates at our community college. Understanding the students' busy schedules and lack of familiarity with the census, I developed an effective marketing strategy to emphasize its importance and ease of completion.
Action
1. Social Media Campaign Website:
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Established a dedicated website as the central hub for census-related information, including educational content, step-by-step guides, and student testimonials.
2. Comprehensive Strategy Presentation:
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Developed and delivered a social media strategy presentation to stakeholders and campus leaders, outlining goals, target audience insights, and platform strategies to maximize engagement.
3. Identifying Campaign Goals:
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Collaborated with the campaign team to set specific, measurable goals for increasing census participation, focusing on impressions, engagement rates, and completions.
4. Integration of Latest Social Media Features:
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Utilized features like Instagram Stories, Facebook Live, and Twitter polls to create dynamic content and interactive infographics.
5. Creation of Engaging Social Media Graphics:
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Designed eye-catching social media graphics tailored to students, featuring infographics, countdowns, and reminders shared across college-affiliated accounts.
Results
The marketing strategy led to a significant increase in census form completion among first-generation graduates. The campaign doubled participation rates and encouraged students to spread awareness to their families and friends, amplifying the campaign's impact.
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