Graduate School (MBA) Work
Increasing Company Valuation Through Marketing
In what is called an “immersion course”, our group worked on a consultation project for Buzzclan, an IT and Data Cloud Services company. Our objective was to develop strategies to enhance the company's valuation for the upcoming shareholder meeting.
My role: Strategist & Presenter
My contributions:
Led the development of a new marketing strategy focused on consistent brand imaging, B2B digital campaigns, SEO, and SEM.
Conducted market and brand analysis to inform strategic recommendations.
Designed and articulated the marketing plan, including channel mix and measurable goals.
Presented the final recommendations to Buzzclan; several of my suggested changes were implemented.
U.S. Product Launch Readiness: Branding, Product Mix, and Risk Analysis
For my capstone project, our group collaborated with an international cosmeceutical firm to conceptualize and bring to market a U.S.-tailored product line, overseeing product mix, branding guidelines, and strategic risk assessment.
My role: Marketing Strategist & Presenter
My contributions:
Led the design of the product mix and crafted branding guidelines tailored to the U.S. market, ensuring alignment with regulatory expectations and consumer preferences.
Conducted in-depth market and trend analyses, including competitive benchmarking, consumer personas, and purchase drivers to inform product positioning.
Performed political and risk assessments (regulatory, import/export, supply chain, and macro risks) to guide launch decisions and risk mitigation strategies.
Developed go-to-market recommendations, including messaging, positioning, and branding assets, plus considerations for distribution channels and pricing strategy.
Our Digital Marketing final project focused on OVME, a non-essential healthcare company disrupted by the pandemic. We crafted a comprehensive digital strategy, including customer journey analysis, site optimization, and keyword planning, to drive growth in the post-pandemic landscape
My Role: Researcher & Strategist
My Contributions:
Conducted in-depth market and competitive research to identify growth opportunities for OVME in the post-pandemic landscape.
Mapped the customer journey end-to-end, developed customer personas, and identified friction points to improve conversions.
Created and prioritized a keyword plan, including short- and long-tail opportunities, with alignment to content strategy.
Designed a data-driven channel strategy (SEO, content, paid search, and social) and defined measurable KPIs.
Market Disruption: Customer Journey, Website Optimization, and Keyword Planning
Applied Digital Marketing: 9-Week Simulated Campaign
Our Digital Marketing Applied project simulated a full 9-week marketing campaign, translating theory into practice through keyword research, ad creation, and data-driven optimization using real-time performance metrics.
My role: Marketing Analyst and Campaign Lead
My Contributions:
Conducted keyword research and built display and search campaigns.
Monitored metrics (CTR, conversions, impressions, ROAS) and optimized strategies accordingly.
Conducted A/B tests, refined creatives, and adjusted targeting and bids.
Created performance dashboards and synthesized insights for strategy updates.
Collaborated with the team to translate data into actionable recommendations and presented results.
During a weekend crash course, "War Games," I focused on strategic thinking, scenario planning, and competitive foresight in real-world business contexts. Our team developed a crisis management plan for Uber in the event of a U.S. GPS shutdown and earned 1st place.
Crisis Management Planning
Leveraging AI at evolv Consulting: Technology Strategy Project
In a technology strategy course, our team partnered with evolv Consulting to identify opportunities to integrate AI across their operations.
My contributions:
Conducted market and capability analyses to identify high-impact AI use-cases.
Interviewed Trent Foley to gather expert perspectives and validate opportunities.
Mapped AI applications across operations, delivery, and business development.
Data Analytics: Targeting and Resource Allocation for Best Rest
In a data analytics class, our team analyzed Best Rest, a simulated DTC mattress brand, to identify the optimal target demographic and marketing resource allocation.
My Role: Data Analyst
My Contributions:
Performed customer segmentation to identify high-potential audiences.
Built budget allocation models to optimize channel mix and spend.
Analyzed data to estimate ROAS, CAC, and impact of different strategies.
News Production
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KOMU 8 News (NBC)- Full Show
Just hours before Missourians headed to the polls, I produced a heavily election-focused show in order to better inform them not only about the national election but local elections as well. This show focuses on the gubernatorial race, the state senate race, and the presidential election. It shows all sides and talks with both parties about how they thought the election would turn out. The night of the election I had the privilege to assistant produce that newscast as well.
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KOMU 8 News (NBC)- Full Broadcast
This show was two weeks before the election. Researching and writing politics is my favorite thing to do while producing. I enjoy it because politics affect all viewers. Whether it be an election, new legislation, etc. If I had to change one thing about this newscast, I might have opened with the early voting in Missouri. However, the national election caught viewers’ eyes and captured their attention and I felt opening with the Affordable Care Act story was important as well. That is why I went with the cold open SOT.
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KOMU 8 News (NBC)- Full Broadcast
Following up on stories is vital to thorough coverage. This newscast is local news heavy. I opened with breaking news after a home was raided by the SWAT team. There are follow-ups on other local breaking news stories too. I like to put my reporters on camera, especially when they've been on scene all day. I believe this show also transitions well from local news to national news. Later in the show. I decided to go for something a little more light and fun, so I had a reporter do a live interview at a local festival.
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KOMU 8 News (NBC)- A Block
This A block talks about a new piece of proposed legislation that would require transcripts to show if students are expelled for sexual assault. This means future employers, graduate schools, etc., would be able to see the information. I made this into a Today's Talk segment later in the show to engage viewers and get their opinions. After stories about the local Missouri area and tourism going on, I decided to put the election investigation and the Dylan Roof trial that was going on in my rundown. Both of those stories were important in my opinion. Roof shot nine people and the story shook the nation, and the election investigation continues to be a mystery.
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KOMU 8 News (NBC)- A Block
This A block opens with a shots-fired report. It transitions to national news where a Dallas police officer was shot and new dash camera footage that showed a Chicago police officer being beaten close to death. While this A block seems crime heavy, it was breaking/developing news all day and was important to our viewers.
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KOMU 8 News (NBC)- A Block
The opening talks about the Affordable Care Act and how to register. Health insurance has been a hot-button issue for many in Mid-Missouri and around the country. This A block discusses the high-profile gubernatorial and state races here in Missouri. It also takes a deeper look at the money behind both of those campaigns. Later in the block, we followed up on a story that had affected many of our viewers. Utility bills have been wrong for months around Columbia and as the winter months were on the way, I felt it was important for the A block because those bills were sure to rise.
News Reporting
TARGET 8 INVESTIGATION : Discolored water leads to questioning of landlord obligations | KOMU 8 News (NBC)
Domestic disturbance call leads to shootout in Zwanzig Trailer Park | KOMU 8 News (NBC)
Landowners weigh in on recreational access program | KOMU 8 News (NBC)
Columbia gets an all inclusive park | KOMU 8 News (NBC)
Social Media & Journalism Education:
IHS Knight News, Frisco ISD
My work with the IHS broadcast program stemmed from a passion for media literacy and a commitment to raising professional standards in student broadcasting.
When I joined, I noticed inconsistent branding, unstructured segments, uncoached anchors, and a general need for improved quality and professionalism.
Leveraging my training at the University of Missouri and its renowned “Missouri Method” of hands-on, real-world journalism education, I redesigned the program. I introduced a curriculum built around practical experience, industry-standard techniques, and cohesive branding.
You can view one of the new show introductions I created and the Instagram branding guidelines I developed that students used to highlight stories, promote episodes, and strengthen the program’s visual identity.
(Please note my tenure ended in January 2024 when viewing these links.)
Upon joining Independence High School, I identified an opportunity to enhance the current educational offerings by introducing a digital newspaper program, which was absent at the campus where I was assigned. Collaborating closely with the principal, I spearheaded the initiative to launch this innovative program during the same academic year.
Within this program, I taught students how to utilize social media marketing, write news articles using AP style, and create digital media stories that engage a diverse audience.
You can view that digital newspaper by clicking the link.
In my second year as a broadcast journalism and digital marketing instructor, I also served as a curriculum writer. Over the summer, my fellow writers and I launched the Frisco ISD Broadcast competition, a now annual event.
Our goal was to unite broadcast students from every campus to learn from peers and industry experts. We also invited local reporters and anchors from WFAA (Dallas ABC News), University of Missouri Journalism professors, and marketing professionals to speak about their job/ industry and judge the competition.
In order to fund the competition, I was able to help secure a sponsorship from the Dallas Cowboys. You can read about the competition and the sponsorship by clicking the link.
One of the best parts of my job was getting to be the head cheerleading coach. I have never cheered in my life, but the position stumbled into my lap and as someone who loves competition, I wasn’t going to pass up the opportunity.
I fell in love with the sport and during my first year as head coach, I led the team to a 4th in state finish, the highest a Frisco ISD team has ever placed.
While I’m incredibly proud of what the team put out on the mat, I am most proud of what I was able to do for all cheer programs within the district- a complete brand rehaul of the annual cheer showcase.
I took on the showcase and hosted it for two years in a row. I turned it in to a fundraising event for all of the high schools in the district. Here you will see the program and t-shirt I designed for sale. What was tricky was not only having to follow the branding guide for the district, but for each of the individual 12 high schools as well.
The annual event involved coordinating with ISD leadership, all coaches, each school, judges, and parents.