PRODUCT LAUNCHES
During my tenure at Sandisk, I was responsible for the launch of the MicroSD Express for the Nintendo Switch 2 across multiple digital channels.This entailed: coordinating social media posts and writing articles utilizing SEO best practices to direct traffic between products and secure a high conversion rate. The social media posts included Instagram and Facebook, while the content for the website varied from landing pages, product pages, and solutions pages.
INFLUENCER MANAGEMENT:
During my time at Newegg I outsourced content to industry-leading influencers - together we created videos which saw a 3-4CPV and grew the creator program by 110% YoY. I nurtured the relationships and brand presence amongst the PC-building and tech lifestyle communities, handling all of the invoicing, contracts, shipping and content review.
SOCIAL MEDIA & COMMUNITY:
I'm experienced with managing social media platforms with up to 3.2M followers and creating campaigns that generate over 30M impressions. I've used social media to coordinate weekly esports tournaments, share about my graduate student life at LSE, and organize an international fandom into a discord server that has sent 350k+ messages.
Data Analysis
Methodologies
Surveys
Interviews
Content Analysis
Experiments
Critical Discourse Analysis
Visualization
SPSS
Qualtrics
Excel
R
Matlab
Press Releases: Writing Samples
Market Research: Case Studies & Clients
Worked on a marketing campaign before the release of Barbie (2023) by Greta Gerwig in France. Specifically tailored the outline to market an American IP (Barbie by Mattel), made by an American studio (Warner Bros), to French audiences. Created personas, box office analytics, and marketing strategies.
An in-depth report looking at the state of the VOD industry in the Philippines, giving ample background on the culture and history of the Philippines, analyzing through the lens of media regulation, media ownership, media distribution, and content. Gave the 30-minute presentation solo.
Worked on a rebranding marketing campaign for TOMS the shoe brand. Ideated and curated overall big campaign idea along with pitching the presentation to the client. Conducted focus groups, SWOT, and sentimental analysis on TOMS as part of qualitative and qualitative research for the client.
Gaming & Live-Streaming: Modern Self-Panopticon, Affordances, and Sexism
This academic study conducts a content analysis of sixty streamers streaming Honkai Star Rail on Twitch during its first week of release in April 2023. It analyzes appearance and presentation of the stream as it correlates to gender and views. It positions the results around how online social places may reinforce or reproduce pre-existing structures of society. The results suggest that there is a correlation between how a viewer perceives the investment level of a stream’s appearance and viewership when the streamer is female-presenting.
Meet the Fanyus; "They are not rational": A Critical Discourse Analysis on Fandom Representation in Figure Skating Sports Articles
This study conducts a critical discourse analysis of three articles pertaining to fans of popular figure skater Yuzuru Hanyu, written during the leadup and aftermath of the 2022 Beijing Olympics. It analyzes how discourse and narratives around sports fandom may reinforce or reproduce harmful representational stereotypes of fandom, othering, and gender hierarchy under the guise of objective reporting, neutrality, and/or fostering sports culture. The research results suggest that the discourse raised by these articles worked to delegitimize and demean figure skating fans who were critical and provided counter-narratives to the International Skating Union.
Cognitive Ethnography User-Centered Design Thesis Project: E.T. Meets (Desk) Space
The Redesign of the Lecture Hall Desk project was completed in one quarter at UCSD; given more time, the study could have amassed a greater amount of data as well as built multiple prototypes. The project was formulated and developed using the Contextual Design process and the 'design for life' approach. With only one round of user testing, the study uncovered new concerns with the design, which means that with multiple rounds, there are many more things to be addressed. The original data collection was done with the Affinity Model and then analyzed with the Cultural, Relationship, Sequence, and Identity Models.