Strategy, creative, and the numbers behind it.
Marketing, advertising, and analytics projects on how ideas get researched, built, measured, and improved.
Digital marketing · Advertising · Brand strategy · Analytics
01 / B2B content + social strategy
Isuzu Diesel, 4J Compact Power Unit
Internship exercise, Isuzu Motors AmericaA LinkedIn concept for the 4J Compact Power Unit. I selected portable air compressors as the application and built the message around one product advantage: 70 HP in a compact footprint.
Objective
Pick one application for the 4J Compact Power Unit and build a LinkedIn concept around it. One application rather than several, so the post could say one thing clearly instead of listing every use of the product.
Strategic choice
Portable air compressors. The 4J delivers 70 HP at 2,000 rpm against the 49 to 60 HP engines typically used in this application, and it does that in a smaller footprint. For a manufacturer, that is more power to work with without giving up room in the equipment, which made the fit specific rather than generic.
Message
More Power. Smaller Package.
The line states the trade-off the product removes, in the fewest words a LinkedIn scroll allows. Power and compact size were the two things worth leading with, so the creative keeps Isuzu red, white, and black, puts the engine at the center, and holds the copy to the left so nothing competes with it.
Takeaway
Product research, positioning, copy, and visual hierarchy working as one concept. This was an internship exercise, so there is no public campaign or performance data behind it.
Meta Ad Library
Identity, momentum, possibility.
02 / Brand strategy + paid media
Shopify, Meta Ad Library analysis
Independent analysis, not work for ShopifyI read through Shopify’s active Meta ads and found the product was not what they were selling. Across the set, Shopify positions itself as the starting point for scrappy founders, the engine behind growing brands, and the infrastructure behind millions of businesses. Same product, different founder mindsets.
Question
What is Shopify actually selling in its Meta advertising, if not the product?
Analysis
The active ads do not read as a website builder pitch. Instead of features, the creative runs on narrative: origin stories, momentum, scale, legitimacy. That looks intentional, because the audience ranges from someone in a basement with an idea to brands shipping globally, and one feature list cannot speak to both.
Key insight
It is the identity they are selling, not the tool.
The creative sells belief and possibility. Strong platforms market identity at different stages of growth rather than functionality.
Takeaway
Even in a performance channel, brand positioning is doing most of the work. Reading a live ad library is a fast way to see that positioning underneath the individual ads. No performance or targeting data was available, so none is claimed here.
Business simulation results
Revenue
$531.6M
from $356.5M
EPS
$5.69
from $1.30
ROE
27.3%
from 10.8%
Net profit
$112.9M
from about $25.7M
Simulated company, not a real business
03 / Business analytics + strategy
Business Strategy Game, performance analysis
Academic business simulationMulti-year financial and market results from a competitive simulation. I compared the indicators year over year to find what drove growth and profitability, then wrote a recommendation for the next move.
Question
What was driving performance across the simulation years, and where should the strategy go next?
Analysis
Revenue, EPS, ROE, and net profit read together rather than one at a time, so growth could be separated from efficiency.
Recommendation
Keep pursuing growth opportunities while watching efficiency and protecting profitability.
Note
All figures above are results inside an academic business simulation. They are not the results of a real company, client, or employer.
Three more, briefly
Integrated advertising strategy
Harp Skye, advertising strategy
Team academic projectWorked as part of a team on an integrated strategy for a professional harpist: competitive review across site, social, SEO, and booking, then audience, positioning, and a channel plan across search ads, Reels and TikTok, Pinterest, email, and local partnerships. The numeric goals in the deck are proposed targets, not results.
With Khalil Kassem, Elham Almalahi, Brian Lange
Brand strategy
Airbnb, strategy lens
Independent analysis, not work for AirbnbAn analysis of how Airbnb positions itself against traditional accommodation, where its differentiation actually sits, and how the brand builds value around the stay rather than the room.
Concept project + ad creative
Winter Wings, Red Bull-inspired concept
Personal concept, not work for Red BullA speculative seasonal ad concept inspired by Red Bull Winter Edition, made to practice product-focused composition, seasonal art direction, and branded layout.
Like how I think?
If you’re building a marketing team or looking for someone who can connect creative thinking with analytics, I’d be glad to connect.