BUSINESS
Project Showcase
Marketing
Vessi Footwear (Second Place)
Vessi is an innovative Canadian company that redefined the footwear and apparel industry with their groundbreaking waterproof technology. The company was seeking to extend its reach in the US market, building upon its existing Canadian presence. Teams were tasked to develop a 6-month Integrated Marketing Communication plan that help Vessi identify key areas of market entry in the US and creating a strong brand awareness campaign.
Freesia Soap Company (First Place)
Freesia Soap Company represents the dedication and passion of a one-woman team committed to handcrafting exquisite, natural soaps for everyday luxury. Andrea Sinclair faced challenges with a weak social media presence and low e-commerce sales conversions, affecting audience engagement and website traffic. Our recommendations included digital content marketing, customer loyalty program, and sale channel expansion.
Cloud Advisors (Third Place)
CloudAdvisors is a start-up that aims to provide an innovative service to connect businesses with their employee benefit plans. The client faced challenges with their marketing efforts as they had three distinctive customer segments, who were typical not receptive to changes. Our recommendations included an educational social media campaign aimed to inform their audience and drive website traffic, which ultimately helped increase brand presence and boost conversion.
Strategy
C.D. Guadalajara - Chivas Football Team (First Place)
C.D. Guadalajara (Chivas) aimed to become the most recognized local brand and explore international recognition through marketing initiatives that build the closest connection with the fans. Our short-term recommendations included a launch of a new experiential marketing channel, and a talent acquisition strategy. Long-term recommendations included global marketing strategies, talent development, and technology investment to empower unparalleled fan experiences.
Hogan’s Alley Society (First Place)
Hogan’s Alley Society (HAS) was a relatively small and new non-profit organization that supported people of African Descent in the greater Vancouver area. HAS found that they lacked frameworks and foundational strategy, preventing the organization from optimal expansion and growth. Teams were tasked to develop an engaging partnership framework, a donor & volunteer engagement strategy, and management plan.
Publications
Business Case Study: SAP Concur
During my term as a management member of the 2025 CaseIT case competition, I had the opportunity to write the business case challenge for CaseIT’s local competition, PIVOT. In collaboration with the team at SAP Concur, we challenged the competitors around the topics of customer experience & adoption and product strategy, through the lens of technology.
Business Case Study: TransLink
During my term as a management member of the 2025 CaseIT case competition, I had the opportunity to contribute to the development of the 24-hour case. I led background research of the case sponsor, market landscape, etc., as well as developed the full initial case framework.
Business Case Study: FREmedica Technologies
I had the opportunity to contribute to SFU Beedie’s advanced internal case competition as a case writer and student advisor. 2024 marked the competition major revamp to simulate an international case competition. As a student advisor, I contributed to the competition structure and format. In collaboration with the executive team at FREmedica Technologies, we developed a business case challenge that exposed students to topics such as go-to-market plans, customer segmentation, and market penetration.
Academic
Walk Good Business: West-Coast College Book Tour
Walk Good Business (WGB) hosts shows, and offers podcasts and books to post-secondary students to persuade businesses to shift from profitability to consumer value and generosity. WGB was looking for audience analysis on opportunities to better market and reach students to sell out shows for its tour across the United States. The pilot and research took place at Simon Fraser University.
Vessi’s Strategic International Expansion
In this academic capstone project, teams were tasked to conduct research to select one to two potential APAC markets that their selected company (Vessi) could expand into and identify changes to price, product, place, promotional strategies for these markets. Our project focused on the Southeast Asia region, specifically Singapore and Malaysia as short and long term markets. Recommendations included product adaptation, standardized pricing, strategic partnerships, and localized promotions.
GAP’s Brand Strategy Revamp
Brand strategies are unaligned with target demographics, leading to outdated brand perception by customers and weak positioning among competitors. The recommendation allows GAP to gradually rollout a revamped brand strategy over five years, following an agile process.
TimeBlaze: Productivity And Time Management For Students And Young Professionals
University students lack guidance and motivation to manage their tasks and weekly schedules. We aim to create a platform that helps our users manage their time and tasks more efficiently and consistently on a daily basis, while promoting long-term personal development. The final product is an app called TimeBlaze, a revolutionizing platform that transforms productivity and time management.
Apple: Becoming A Leader In Consumer-Centric Services
This Strategy case study presents challenges that Apple faced with its core products and technology-related services while asking students to develop three strategic options and identify the most optimal solution. Our team’s strategic options included: expand services through external cooperation; price competitive hardware; and increase focus on service business.
Check out my other work
See my marketing strategies in action on social media, and watch a few short movies that I proudly produced.
