I am a strategist, creator, and data analyst.
I believe innovative marketing communications are empowered by data, revealed by strategic planning, and, ultimately, expressed with creativity.
Northwestern M.S. IMC (STEM)
Specialization in Consumer Insights and Analytics and Brand Strategy
Courses that best represent my expertise include Marketing Models, Data Storytelling,
Social Commerce Strategy, Brand Management, and more.
Presenting to C-suite executives like Burger King's CMO,
I gained hands-on experience with global brands, as well as built competency
with data analytics skills using programs and c-language such as Tableau, R, and SQL.
Marketing Model
Project #1
Ad Accepatance Research Proposal
Research proposal for ad acceptance rate by using LPM, Logit, and Probit regression models.
Through interaction regression (Time of the day * Program genre), our group proposed a business model that could maximize the revenue return and overall improve the business service.
Project #2
Competitive Analysis Based on Product Acceptance
Research proposal for competitive analysis based on the product acceptance using propensity score matching and Panel DID.
Through our findings, our group proposed marketing implications for the competitive brand - which highlighted the business opportunities and insights.
Customer Value Innovation
Apple Watch Case Study
Brand Management
Burger King Project
- A project for a Burger King client, the class presented directly to the CMO, Yosef Hojchman.
- Led a team of 5 with the goal to enhance Burger King's cultural capital - which is especially crucial to fast food brands as their large consumer market relies on diverse colored ethnicities.
- Delivered a 16-months marketing campaign roadmap with a creative strategy, KPI, and media planning
- Conducted business analysis of the current BK's brand image with both primary research (surveys) and secondary market research
- CMO applaud and commented 'You guys may find this ad in a few months, I am genuinely impressed.
Walgreens
Digital Transformation
Is Walgreens still a national pharmacy brand in the digital era?
08–2022
RESULT
Feedback from the project
"Mina is among the most impressive people with whom I've had the opportunity to engage in my career. Mina represents a rare combination of talent, hard work, leadership, teamwork, curiosity, resourcefulness, and integrity. All with a sense of calm and poise.”
Background
As business Marketing Strategy consultants, my team and I were given with the task to find strategical solutions to improve Walgreens’ digital healthcare platform, Find Care, and design market communication campaign.
Task
1) Product Improvement
: Conducted product gap analysis and quantitative (SQL) and qualitative research (IID)
2) 15 Month Comm. Roadmap
: Designed a marketing communications with a detailed storyboard and mock-up. Targeted especially US Hispanic audience to maximize the campaign authenticity
3) Budget & KPI
: Designed funnel KPI with the goal to achieve cost per acquisition of less than $60 and a conversion rate of + 4%
As business Marketing Strategy consultants, my team and I were given with the task to find strategical solutions to improve Walgreens’ digital healthcare platform, Find Care, and design market communication campaign.
Task
1) Product Improvement
: Conducted product gap analysis and quantitative (SQL) and qualitative research (IID)
2) 15 Month Comm. Roadmap
: Designed a marketing communications with a detailed storyboard and mock-up. Targeted especially US Hispanic audience to maximize the campaign authenticity
3) Budget & KPI
: Designed funnel KPI with the goal to achieve cost per acquisition of less than $60 and a conversion rate of + 4%
