B.S. | Advertising | Public Relations | Marketing
About Me
Recent Bachelor of Science graduate from Grand Valley State University with a degree in Advertising and Public Relations and a minor in Marketing, with a strong passion for media planning and digital marketing. Through my experience with the American Advertising Federation and NSAC, I had the opportunity to help build a $10M campaign for the National Football League—an experience that challenged and inspired me in ways I didn’t expect. I worked on creating and placing media tactics, deciding where campaigns should run, how often they should appear, and how budgets should be distributed to make the biggest impact.
What I enjoy most is working behind social media—thinking through what will actually catch someone’s attention, how a brand should show up online, and how to create content that people genuinely connect with. That combination of creativity and strategy is what drives me, and it’s what I’m excited to continue building on in my career.
In addition to my media planning experience, I’ve worked in marketing and sales roles where I created social media content, developed promotional materials, and helped build brand awareness through direct consumer interaction. These experiences strengthened my communication skills and gave me a better understanding of how to connect with audiences in a real, meaningful way—both online and in person.
NFL Campaign
For my work with the American Advertising Federation and NSAC, my team created a full-scale marketing campaign for the National Football League. We were essentially acting as an agency, building a $10 million campaign from the ground up.
I worked as a media planner, where my role was to figure out how and where the campaign should come to life. That included identifying the target audience, deciding which channels to use (like social media, out-of-home, and experiential), and determining how often ads should run and how the budget should be distributed.
I also helped create specific media tactics and place them strategically—deciding where they would have the most impact, how frequently they should appear, and how much to invest in each one. Everything we did was backed by research, including impression estimates and CPM calculations, to make sure the campaign was both creative and effective.
Client
The National Football League (NFL)
Year
2026
Custom Candle Pitch Decks
Bissell
A custom candle designed for Bissell
AFD
A custom candle designed for AFD
OEC
A custom candle designed for OEC
Lincoln Office
A custom candle designed for Lincoln Office
Monthly Newsletters
Teacher Appreciation
The Month of Moms
Bridal Special
Social Media Analysis
Conducted an end-to-end social media analytics project for Misfits Market to evaluate content performance and develop a data-driven 90-day social media strategy. Analyzed 581 Instagram posts using sentiment analysis, topic modeling, LIWC, Google Trends, and ANOVA to identify audience preferences, engagement patterns, and content opportunities. The research found that the brand maintained 83.1% positive sentiment, with audiences responding most to themes of freshness, affordability, sustainability, and seasonal content. While engagement remained consistently strong, repetitive messaging limited opportunities for growth.
Based on these insights, I developed a 90-day social media strategy focused on increasing Instagram reach by 20%, engagement by 15%, and conversions by 10% through expanded short-form video, user-generated content, emotional storytelling, seasonal campaigns, referral initiatives, and performance tracking using key social media metrics.
Client
Misfits Market
Year
2025
Poppi Analysis
Led a comprehensive brand analysis and integrated marketing campaign project for Poppi, a prebiotic soda brand, evaluating its positioning within the competitive beverage market. Conducted both primary and secondary research to assess consumer perceptions, brand trust, and competitive differentiation. Analyzed market trends, target audience behavior, and key competitors such as OLIPOP and Simply Pop to identify strategic opportunities. Developed an IMC campaign strategy focused on social media, influencer marketing, and experiential retail tactics to strengthen brand awareness and engagement among Gen Z consumers. Provided actionable recommendations to improve messaging by balancing trend-driven branding with clearer communication of health benefits.
Client
Poppi
Year
2026
Research Proposal
Collaborated on a marketing research project for the Grand Rapids Incubator Kitchen (GRIK) to evaluate the experiences and business needs of its tenants through a case study of Cakes by the Jar. Conducted qualitative research, stakeholder interviews, and insight analysis to identify opportunities for improving tenant support, marketing, and operations. Based on our findings, we developed strategic recommendations including social media initiatives, community events, digital newsletters, influencer partnerships, and local marketing opportunities to increase brand awareness and customer engagement for both GRIK and Cakes by the Jar.
Client
Cakes By The Jar
Year
2025
Research Proposal
Collaborated on a comprehensive brand analysis of Celsius to evaluate its competitive position, target audience, brand identity, and future growth opportunities within the energy drink market. The project included a competitive analysis of leading brands, consumer segmentation, brand equity evaluation, and positioning research to identify what differentiates Celsius from competitors. The analysis found that Celsius has successfully positioned itself as a healthier, fitness-focused alternative through its zero-sugar formula, clean ingredients, strong "Live Fit" brand messaging, and strategic partnership with PepsiCo for nationwide distribution.
Building on these insights, our team developed strategic recommendations to expand the brand beyond its core fitness audience. We created detailed consumer personas, proposed a user-generated social media campaign (#FuelYourFlow) centered around everyday productivity and wellness, and designed a brand extension concept—Celsius Energy Chews—to introduce the brand into a new, family-friendly product category while maintaining its clean-energy positioning.
Client
Celcius
Year
2026
Purplehartt Campaign
Collaborated with a student advertising agency to develop Purplehartt, an integrated marketing campaign for Carhartt supporting Purple Heart veterans and their families. Our team created a cause marketing initiative that donates 15% of medical apparel sales to the Wounded Warrior Project, targeting early-career healthcare professionals through shared values of resilience, service, and compassion.
The project included audience research, persona development, campaign messaging, brand positioning, and a fully integrated communications plan. We developed campaign assets across outdoor, radio, television, experiential, and interactive media to build brand awareness while supporting a meaningful social cause.
Client
Carhartt
Year
2024