Portfolio
Business strategist and digital thinker at the intersection of beauty, brand, and technology.
Brand storytelling, paid social concepts, and content strategies built for prestige beauty and digital-native brands.
These are independent practice projects I created on my own — not official work commissioned by or affiliated with these brands.
Glossier · Instagram Story Ad
Glossier · Instagram / TikTok
Concept campaign leveraging augmented reality to let users virtually try on Glossier's Ultralip shades in-feed. Designed for Story and Reel placements targeting Gen Z beauty consumers. Strategy built around reducing purchase hesitation for color cosmetics online.
Your ritual awaits — new Dewy Skin Mist, now with hyaluronic complex
Inspired by the centuries-old Japanese beauty ritual of layering hydration, our newest formula delivers 72-hour moisture in a single mist. Formulated for all skin types. Cruelty-free and clean.
Tatcha · Email Marketing
Three-email launch sequence for Tatcha's new Dewy Skin Mist. Designed to mirror the brand's Japanese ritual narrative while driving conversion through storytelling-first copy and a clean editorial layout. Focused on loyalty segment re-engagement.
Rhode Skin · TikTok / Reels
Organic-first content strategy for Rhode's Peptide Lip Treatment relaunch in new shades. Built around UGC amplification and creator seeding to generate authentic word-of-mouth at scale. Strategy included hook frameworks, caption copy, and a posting cadence guide.
Business strategy, competitive analysis, and digital merchandising projects built across consulting, finance, and tech roles.
Independent Research · Path Systems
I kept noticing how differently prestige beauty brands show up online — same price point, completely different results. So I picked five and actually mapped it out. What makes one brand feel covetable and another feel clinical comes down to choices most people never consciously notice.
Independent Research · Spring 2026
Analyzed site experience across Glossier, Tatcha, Fenty Beauty, Drunk Elephant, and Rhode — scoring each on product sequencing, imagery hierarchy, promotional placement, and cross-sell strategy. Built a benchmarking report in Excel and a 12-slide deck with findings and a revised merchandising framework. Recommendations prioritized hero product visibility, streamlined path to purchase, and trust-signal placement at peak intent moments in the buying journey.
Key finding
Editorial-first homepage layouts converted 2.3x better than product-grid-first layouts at the prestige price point.
Recommendation
Lead product pages with brand story and hero imagery before presenting specs and add-to-cart CTAs to reduce drop-off.
Skills
Competitive benchmarking, consumer behavior analysis, executive presentation design, MS Excel modeling.
Path Systems
Path Systems had a pricing problem they couldn't see from inside it. I looked across 38 competitors to find where they were leaving money on the table — then built a new structure around a tier that didn't exist yet but should have.
Path Systems · January to April 2026
Conducted deep competitive analysis across 38 SaaS platforms to identify pricing gaps and positioning opportunities for Path Systems. Designed a four-tier pricing architecture with a new Growth tier, annual billing incentives, and feature bundling recommendations. Produced a full benchmarking report, revenue impact model, and SWOT presentation suite for executive review. Strategy targeted 50% MRR growth within two quarters of implementation.
Scope
38 platform analysis, four-tier redesign, revenue impact modeling, SMB prospect profiling across three verticals.
Output
Executive benchmarking deck, revenue impact model, SWOT suite, and go-to-market recommendations for Q2 rollout.
Target
50% MRR growth through pricing restructure and annual billing incentive strategy.
Texas Blockchain · MBC Franklin Templeton
DeFi is easy to dismiss if you don't spend time inside it. I wanted to build something that could hold up in front of institutional investors — so I wrote the memo like I was actually putting capital behind it, not just completing a competition entry.
Texas Blockchain · December 2025
Developed a full investment committee memo on Uniswap (UNI) for the Midwest Blockchain Conference Franklin Templeton Research Competition. Research covered investment thesis, key catalysts, bull/base/bear scenario analysis, downside risk assessment, and price target methodology. Presented the pitch to a panel of institutional judges and advanced as a finalist, completing 5+ blockchain industry workshops throughout the competition weekend.
Thesis
Uniswap's fee switch activation and protocol revenue growth presented a compelling risk-adjusted entry at the time of analysis.
Result
Advanced as finalist at MBC among top university blockchain teams nationwide.
Skills
DeFi protocol research, scenario modeling, IC memo writing, investment pitch delivery.
Scholars of Finance · Texas Blockchain
Both orgs were posting but neither had a real point of view. I built the strategy from scratch for each — they're completely different audiences, so the voice had to be too. The engagement growth was a side effect of finally saying something worth following.
Scholars of Finance & Texas Blockchain · 2025 to 2026
As VP of Marketing for Scholars of Finance and VP of Social Media for Texas Blockchain, built two parallel content strategy frameworks from scratch. Defined brand voice, content pillars, and platform-specific cadence for LinkedIn and Instagram. Created templated post formats, caption guidelines, and a campaign calendar. Tracked performance weekly using native analytics to iterate on what drove saves, shares, and follower growth. Secured two new corporate sponsorships attributed to elevated brand presence.
Approach
Audience-first content mapping — identified what each follower segment wanted to learn, then built pillars around those needs.
Result
Meaningful increase in average engagement, higher event attendance, and two new corporate sponsorships within one semester.
Skills
Content strategy, brand development, performance analytics, cross-platform campaign management.
Figma-native UI mockups and UX flows for beauty tech products, consumer apps, and e-commerce experiences.
Recommended shades
Warm Sand 3W 94% match
Mobile App · Beauty Tech
Mobile UX for an AI-powered shade matching tool using live camera analysis. Designed for prestige beauty e-commerce to reduce returns and increase color cosmetic conversion online.
Monthly Recurring Revenue
Pricing Tiers
Web Dashboard · SaaS / B2B
Internal dashboard mockup visualizing the four-tier pricing restructure for Path Systems — tracking MRR by tier, user distribution, and growth against the 50% target. Designed to support executive decision-making.
SCENTIQ
Step 3 of 5 — Your Mood
Question 3
How do you want to feel when you wear this fragrance?
Web App · Fragrance Tech
Onboarding quiz flow for a personalized fragrance recommendation engine. Designed to mirror a luxury in-store consultation experience digitally, reducing decision fatigue for first-time fragrance buyers.
Nearme
Manhattan · 14 events nearby
0.4mi away · Tonight 7pm · 12 going
0.8mi away · Sat 9pm · 28 going
iOS App · KWK Project
Full UX design for the consumer app built at Kode With Klossy — connecting New Yorkers via shared interests with an interactive event map. Presented at Apple's Fifth Avenue flagship store.
I'm a Finance student at UT Austin with a Certificate in Programming and Computation, and I'm most drawn to the space where beauty and technology meet. I think a lot about how prestige brands build desire online, how digital experiences shape the way people discover and buy, and how the aesthetics of an interface can make or break a product.
Beauty is where I first started paying attention to brand strategy — analyzing how a product page is laid out, why certain campaigns feel aspirational, what makes someone add to cart versus scroll past. Technology is how I learned to build: apps, frameworks, data models that sit behind the experience. Combining both feels like the most interesting place to work.
Outside of projects, I'm into figure skating, Formula One, fractal art, and house music — things that reward obsessive attention to detail, which probably explains a lot.
Open to internships, collaborations, and conversations.