This semester-long project provided real-world experience in public relations writing. I worked with Compass Center, a nonprofit serving Orange County residents through programs in domestic violence prevention, career and financial education, and youth health, to help raise awareness and strengthen their messaging.

• Conducted a communication audit to assess the organization’s current messaging and identify areas for improvement.

• Collaborated with team members to ensure materials were aligned with the organization’s mission and messaging strategy.

• Developed a range of communication materials—including a flyer, news release, profile feature, fact sheet, and testimonial page redesign—that strengthened Compass Center’s messaging and supported their outreach and advocacy efforts.

This project was a team-based public service announcement aimed at raising awareness about the dangers of vaping. I contributed by leading the creative process and post-production, practicing impactful storytelling to drive social change.

• Directed and edited a team-produced PSA on vaping, including scripting, storyboarding, filming, and sound design, ensuring a cohesive, persuasive message.

• Coordinated with team members throughout production to maximize clarity, impact, and alignment with project objectives.

This team-based project explored the experiences of first-generation college students, highlighting challenges and successes to promote inclusivity on campus. I led production and editing efforts to ensure the story was engaging, accurate, and impactful.

• Produced and edited a student-focused podcast, including developing interview questions, scheduling, and post-production, resulting in a polished, engaging episode that contributed to broader discussions on inclusivity.

• Collaborated closely with team members to ensure alignment with project goals, maintaining a consistent and compelling narrative.

As part of a UX design course, I led a team of three to evaluate Spotify’s app, applying user-centered design principles to identify opportunities for improvement. Our goal was to create a strategic plan that addressed user needs and enhanced overall usability.

• Led the team in conducting user research, creating personas, analyzing competitors, and performing a SWOT analysis, resulting in actionable insights that informed design recommendations.

• Authored a comprehensive six-page report integrating all team contributions into a cohesive strategic plan that balanced user needs with business objectives.

• Coordinated team collaboration and delegated tasks effectively, ensuring timely delivery and a clear, professional final presentation.

As part of a team of four, we developed a marketing strategy for SunSip by Health Aid, identifying business challenges and creating solutions based on user research, focus groups, surveys, and market analysis. The project emphasized practical application of marketing principles in a collaborative, data-driven environment.

• Led market research, designed focus group and survey questions, producing insights that informed the team’s strategic recommendations.

• Created a path-to-purchase journey map that illustrated user behaviors and opportunities, contributing to a clear, actionable marketing strategy.

• Collaborated closely with team members to synthesize research, ensure alignment with project goals, and deliver a professional, cohesive final presentation.

I analyzed datasets from a paid search advertising campaign for a shopping mall, interpreting performance metrics to identify what made the campaign effective and where it fell short. Using Tableau, I created data visualizations to build a clear, evidence-based narrative and developed a marketing pitch presenting strategic recommendations to the CMO on how to optimize the paid search strategy.

• Independently analyzed paid search campaign datasets for a shopping mall, learning to interpret key marketing metrics and performance indicators to evaluate campaign effectiveness.

• Self-taught Tableau through AI tools and video tutorials, creating clear data visualizations that translated complex data into actionable insights.

• Developed a persuasive presentation that transformed data findings into a strategic narrative, presenting recommendations to optimize the paid search campaign for a CMO audience.