My
Projects

Tom's of Maine deodorant business was underperforming with a confusing portfolio - competing price tiers, unclear designs, and conflicting brand propositions that made navigation difficult for consumers. Collaborated with marketing to lead research for relaunch strategy while developing both the refreshed portfolio and future innovation pipeline.

Led comprehensive consumer research to understand the pressures facing modern families, uncovering the key insight that parents struggle with daily "have-to-dos" while seeking meaningful moments with their children. Developed an agile research framework that translated parent and child needs into actionable creative direction, positioning everyday necessities as opportunities for joy. Validated the creative concept through rigorous quantitative testing, ensuring breakthrough messaging that resonated in competitive context.

Identified a critical market tension where consumers desire fast, effective teeth whitening but worry about sensitivity from harsh ingredients. Collaborated with marketing teams to iterate product concepts, developing a campaign strategy that positioned natural whitening as both gentle and powerful. Created messaging for natural-skeptic consumers with high performance expectations, emphasizing nature's untapped potential in oral care innovation.

Created scalable solution to expand innovation thinking across multiple brands and connect insights directly to action. Developed innovative workshop format combining multiple frameworks:

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• Created 11 challenger brand/product case studies with clear innovation through-lines (cultural context, category context, consumer need, actionable principles, results)

• Built 90-minute agile workshop template adaptable across brands

• Integrated brand growth principles with marketing and innovation frameworks

• Facilitated workshops across numerous brands, tailoring content while maintaining scalable structure

Created a plan to grow a social media community for students on the platform. Developing business strategies designed to engage and expand the student user base. 

2nd place winner of the Fordham Foundry Pitch Competition -- SwapUp is solving the problem of the single-use outfit. It is the first virtual closet community in the circular fashion economy. 

Developed UX/UI of website & Proof of concept Logistics Expert Engine houses industry-specific information as a streamlined search engine applicable to the user’s need to resolve requests. The system reduces time spent on endless research and offers immediate access to relevant data.