Zen Head Spa — Account Manager & Photographer (Semester-long Internship)
Led account management and content production for Zen Head Spa, driving a 267% increase in sales transactions through a targeted social media strategy and high-volume content execution. Responsibilities and outcomes included:
Strategic planning: Developed and managed the semester-long social media strategy, aligning content pillars with business objectives (awareness, education, and conversion).
Content creation: Produced diverse content formats—short-form video, informational posts, and comedic sketches—optimized for platform performance and audience engagement.
Influencer partnerships: Negotiated and coordinated influencer campaigns that expanded reach and drove bookings.
Viral growth: Executed a TikTok concept that went viral, generating 30,000 new users to Zen Head Spa’s social channels and significantly increasing foot traffic and online conversions.
Analytics & optimization: Monitored performance metrics, iterated on creative and posting cadence, and reallocated resources to top-performing content to maximize ROI.
Photography: Shot and edited brand-aligned imagery for social, ads, and in-store promotions, ensuring visual consistency across channels.
Impact:
267% increase in sales transactions during the internship period.
30,000 new social media visitors from a single viral TikTok.
Strengthened brand voice and content mix that balanced education, entertainment, and promotional messaging.
Skills applied: Social media strategy, content production (video + photography), influencer management, performance analysis, creative direction, and client communication.
My team and I had the creative freedom to build our own clothing brand, drawing inspiration from the whimsical world of Alice in Wonderland. We envisioned garments that are transformative—designed to adapt gracefully to the changing shapes and sizes of women—so each piece feels personal, comfortable, and empowering.
Our brand, Through the Garden, is a spring/summer collection rooted in romantic, feminine silhouettes and soft, airy fabrics. The line emphasizes fluid draping, adjustable elements, and thoughtful construction that flatters a variety of bodies while retaining an ethereal quality. To complement the clothing, we crafted extravagant floral headpieces that serve as statement accessories—handmade, sculptural crowns that echo the collection’s lush botanical themes and elevate each look into something theatrical yet wearable.
Through the Garden celebrates individuality and metamorphosis: pieces that move with the wearer, blooms that frame the face, and a palette that reflects sunlit meadows and secret garden paths.
In my Fashion class, my team and I developed a professional trend forecasting presentation tailored to a retail buyer for Oat + Fort. We delivered strategic insights for Fall/Winter 2025–26, advising the retailer on emerging trends and recommending future merchandise assortments grounded in original research.
Research methods
Analyzed runway shows from key designers and collections to identify recurring themes in silhouettes, fabrication, and styling.
Reviewed articles and reports from trusted industry publications to corroborate runway observations and gauge commercial viability.
Conducted focused visual analysis of colors, textures, and proportions to determine which elements were most likely to resonate with Oat + Fort’s customer base.
Impact and value to Oat + Fort
Actionable buying guidance: Provided prioritized SKU recommendations and suggested buy ratios to balance inventory risk with trend responsiveness.
Competitive relevance: Positioned Oat + Fort to align with market-forward aesthetics while maintaining brand identity and commercial appeal.
Strategic positioning: Enabled the buyer to make informed decisions for FW25–26 assortment planning, driving both season-long relevance and margin opportunities.
My role
Led trend synthesis and data-driven recommendations, coordinated team research, and polished the final presentation visuals to meet professional retail buyer standards.
Project Role: Researcher and Brand Analyst — conducted comprehensive historical and cultural research on Anna Molinari and Blumarine, analyzed her career trajectory, creative influences, product lines, business strategy, and target audience to inform strategic insights for the Fashion Project.
Key Findings from Research & Analysis
Career trajectory and legacy
Founder-led identity: Anna Molinari’s authorship established a clear, personal brand voice—romantic, provocative, and theatrical—which remained central to Blumarine’s DNA.
Evolutionary arc: The brand maintained core motifs (flowers, ruffles, lace) while periodically updating references and production techniques to stay relevant to shifting market tastes.
Cultural resonance: Blumarine tapped into late-20th and early-21st-century trends around hyper-femininity and the “girlhood” aesthetic, positioning itself as both nostalgic and contemporary.
Creative influences
Italian couture and romanticism: A strong lineage from Italian craftsmanship and sartorial detail shaped material choices and garment construction.
Pop culture and celebrity: Strategic celebrity dressing amplified the brand’s visibility and associated it with youthful glamour and desirability.
Cross-disciplinary references: Visual cues drawn from cinema, music, and historical feminine archetypes created layered, recognizable campaigns..
Audience insights
Psychographics: Customers prioritize self-expression through romanticized femininity, enjoy visible brand signals, and respond to aspirational storytelling.
Behavioral drivers: Purchase decisions influenced by seasonal trends, celebrity visibility, and perceived authenticity of brand voice.
Segmentation opportunity: Distinct segments include younger, trend-seeking consumers and legacy customers who purchase core romantic pieces—each requires tailored messaging and assortment.
Digital Marketing Campaign — Academic Technology Services, CSULB
Developed and executed a targeted digital marketing campaign to increase student awareness and utilization of Academic Technology Services and the ISPACE located in the library basement. Conducted audience-focused strategy and content planning to communicate service offerings and simplify the reservation process.
Key elements:
Strategic planning: Defined objectives to raise visibility of ATS services and drive ISPACE reservations among CSULB students; identified student-centric messaging and distribution channels.
Branded content production: Produced a mini podcast series demonstrating step-by-step how easy it is to reserve ISPACE resources, designed to meet students where they consume audio and short-form content.
Visual and experiential promotion: Created an ISPACE tour across digital platforms to showcase facilities and functionality, reducing uncertainty and increasing student confidence in using the space.
Engagement focus: Crafted content that emphasized accessibility and practical benefits, intended to boost awareness, perceived ease of use, and service adoption.
Results (summary of intended outcomes):
Increased student familiarity with ATS services and ISPACE location
Simplified reservation flow communicated through approachable audio and visual content
Improved student confidence and likelihood to book ISPACE resources
This campaign combined content strategy, audio production, and experiential visuals to make Academic Technology Services more approachable and actionable for CSULB students.
My team and I selected Coach as the subject for a customer profiling project informed by our research. We developed a comprehensive customer profile that includes psychographics, behavioral patterns, demographic details, visual image cues, and geographic segmentation. The profile synthesizes motivations, lifestyle and values, purchasing triggers, media and channel preferences, and typical buying behavior. Demographic and location data were paired with a visual persona to guide creative direction and messaging. This deliverable equips marketing, content, and partnership teams with actionable insights to target campaigns, tailor product placements, and optimize channel strategies for Coach’s ideal customers.
We developed a strategic extension for the Victoria’s Secret brand by creating a secondary label, “Victor’s Secret,” specifically tailored to a male audience. The initiative repurposes the parent brand’s strong market recognition and design sensibility while introducing product assortments, visual identity, and messaging calibrated for men. Key components of the concept include gender-appropriate apparel and intimate wear, revised styling and packaging, targeted marketing and advertising, and dedicated retail and e-commerce experiences. The approach balances heritage brand equity with distinct positioning to avoid brand confusion, supported by market research, audience segmentation, and go-to-market tactics designed to drive incremental revenue and broaden customer loyalty. Risk mitigation measures—such as clear visual differentiation, phased rollout, and performance tracking—ensure brand integrity for both Victoria’s Secret and Victor’s Secret.