02 — SELECTED WORK
STRATEGY & INNOVATION
I develop audience-driven strategies across digital products, publishing, and brand marketing. My work includes shaping Epiphany into an interactive school-matching platform, identifying new author discovery opportunities for Amazon KDP, and contributing to a team-developed brand growth strategy for Rainier Beer. Across these projects, I translate research into positioning, product concepts, channel strategies, and integrated campaign ideas.
PROJECT 01
EPIPHANY
Epiphany is an interactive school-matching platform that helps students discover universities they may be eligible to apply to. Users enter their personal and academic information to receive a tailored list of potential schools.
01 — FROM INSIGHT TO CONCEPT
FROM INSIGHT
TO CONCEPT
RESEARCH
AUDIENCE NEEDS
STRATEGIC OPPORTUNITY
EPIPHANY
02 — THE EXPERIENCE
THE EXPERIENCE
03 — INTERACTIVE PROTOTYPE
EXPLORE
EPIPHANY
Explore the interactive prototype to see how the concept was translated into a digital experience.
VIEW INTERACTIVE PROTOTYPE ↗01 — AUDIENCE
Four author types.
Different stages of readiness.
Audience segmentation clarified who was already exploring publishing—and who had not yet recognized their potential to become an author.
02 — DISCOVERY
Meet potential authors where they already spend time.
The strongest opportunity was to reach Unconscious Authors through existing professional, speaking, podcast, and community spaces.
03 — STRATEGY
Introduce authorship before the active search begins.
The strategy shifts discovery earlier—from waiting for publishing intent to helping people recognize that their existing expertise or stories could become a book.
PROJECT 03 · TEAM PROJECT
Rainier Beer
Brand Growth Strategy
Brand Positioning · Audience Strategy · Integrated Marketing
A team-developed brand growth strategy connecting Rainier’s Pacific Northwest heritage with younger consumers through audience analysis, an alcohol-free product concept, and an integrated campaign plan.
01 — AUDIENCE & OPPORTUNITY
Make heritage relevant to a new generation.
Audience personas and competitive positioning identified an opportunity to strengthen Rainier’s distinctiveness with younger Pacific Northwest consumers.
02 — BRAND STRATEGY
From “my parents’ beer” to “my Pacific Northwest beer.”
The strategy pairs Rainier’s regional heritage with a new alcohol-free Trail Blend concept designed for more outdoor, social, and everyday occasions.
03 — INTEGRATED CAMPAIGN
One idea, built across owned, earned, and paid channels.
The proposed campaign system connects digital storytelling, creators, retail activation, events, and community participation around “Never Miss the Moment.”
