Executive Director of Account Planning, Consumer Insight and Research
(Data Visualization, Strategic Planning, Experiential Marketing, Cross-Functional Collaboration)
January 2025 - May 2025
Gen Z has a strong finger on the pulse of technology, yet they are still on their parents phone plans while achieving to be self-dependent. The Hear My Voice campaign connects Gen Z with the 150-year-old telecommunications company AT&T, emphasizing the generation's use of technology as a tool for self-discovery and expression as they learn to live as adults.Spearheaded the research sector to understand the attitudes, behaviors, and motives of Gen Z led to determine paid socials in raising brand awareness and maximizing reach on platforms they are most active on; direct our target to owned media initiatives they indulge in everyday; and involve Gen Z in once-of-a-lifetime experiences to generate earned media promoting brand love.Alongside cultivating a keen insight into Gen Z backed by comprehensive research, I conceptualized and executed experiential marketing tactics that brought digital activations to life, tapping into the generation's most favored interests within the worlds of music, fashion, and sports. 🏆 Achieved fourth place out of twelve 🏆 Brought home the Best Teamwork AwardDesign: Canva Pro
Technical: Microsoft Excel
Research Tools: Lumiere, MRI Simmons, Statista, and public secondary sources
Final Plansbook
Research Leading to the Final Plansbook
Organized key quantitative and qualitative findings as rationale in developing the finalized creative concept of the campaign.
Organized key quantitative and qualitative findings as rationale in developing the finalized creative concept of the campaign.
Organized key quantitative and qualitative findings as rationale in developing the finalized creative concept of the campaign.
Organized key quantitative and qualitative findings as rationale in developing the finalized creative concept of the campaign.
Organized key quantitative and qualitative findings as rationale in developing the finalized creative concept of the campaign.
Organized key quantitative and qualitative findings as rationale in developing the finalized creative concept of the campaign.
Utilizing Simmons, a research tool to collect detailed consumer analysis, we translated numbers into insights to understand the behaviors, attitudes, and interests of Gen Z.
Utilizing Simmons, a research tool to collect detailed consumer analysis, we translated numbers into insights to understand the behaviors, attitudes, and interests of Gen Z.
Utilizing Simmons, a research tool to collect detailed consumer analysis, we translated numbers into insights to understand the behaviors, attitudes, and interests of Gen Z.
Utilizing Simmons, a research tool to collect detailed consumer analysis, we translated numbers into insights to understand the behaviors, attitudes, and interests of Gen Z.
Utilizing Simmons, a research tool to collect detailed consumer analysis, we translated numbers into insights to understand the behaviors, attitudes, and interests of Gen Z.
Utilizing Simmons, a research tool to collect detailed consumer analysis, we translated numbers into insights to understand the behaviors, attitudes, and interests of Gen Z.
Utilizing Simmons, a research tool to collect detailed consumer analysis, we translated numbers into insights to understand the behaviors, attitudes, and interests of Gen Z.
Utilizing Simmons, a research tool to collect detailed consumer analysis, we translated numbers into insights to understand the behaviors, attitudes, and interests of Gen Z.
Utilizing Simmons, a research tool to collect detailed consumer analysis, we translated numbers into insights to understand the behaviors, attitudes, and interests of Gen Z.
Utilizing Simmons, a research tool to collect detailed consumer analysis, we translated numbers into insights to understand the behaviors, attitudes, and interests of Gen Z.
Utilizing Simmons, a research tool to collect detailed consumer analysis, we translated numbers into insights to understand the behaviors, attitudes, and interests of Gen Z.
Utilizing Simmons, a research tool to collect detailed consumer analysis, we translated numbers into insights to understand the behaviors, attitudes, and interests of Gen Z.
Utilizing Simmons, a research tool to collect detailed consumer analysis, we translated numbers into insights to understand the behaviors, attitudes, and interests of Gen Z.
Utilizing Simmons, a research tool to collect detailed consumer analysis, we translated numbers into insights to understand the behaviors, attitudes, and interests of Gen Z.
Performed Gen Z segmentation, recognized past successful campaigns targeting Gen Z, and analyzed AT&T’s past campaigns to provide a case analysis of AT&T and Gen Z.
Performed Gen Z segmentation, recognized past successful campaigns targeting Gen Z, and analyzed AT&T’s past campaigns to provide a case analysis of AT&T and Gen Z.
Performed Gen Z segmentation, recognized past successful campaigns targeting Gen Z, and analyzed AT&T’s past campaigns to provide a case analysis of AT&T and Gen Z.
Performed Gen Z segmentation, recognized past successful campaigns targeting Gen Z, and analyzed AT&T’s past campaigns to provide a case analysis of AT&T and Gen Z.
Performed Gen Z segmentation, recognized past successful campaigns targeting Gen Z, and analyzed AT&T’s past campaigns to provide a case analysis of AT&T and Gen Z.
Performed Gen Z segmentation, recognized past successful campaigns targeting Gen Z, and analyzed AT&T’s past campaigns to provide a case analysis of AT&T and Gen Z.
Performed Gen Z segmentation, recognized past successful campaigns targeting Gen Z, and analyzed AT&T’s past campaigns to provide a case analysis of AT&T and Gen Z.
Performed Gen Z segmentation, recognized past successful campaigns targeting Gen Z, and analyzed AT&T’s past campaigns to provide a case analysis of AT&T and Gen Z.
Performed Gen Z segmentation, recognized past successful campaigns targeting Gen Z, and analyzed AT&T’s past campaigns to provide a case analysis of AT&T and Gen Z.