Marketing Portfolio
Poncho Go-To-Market Strategy Project
In this project, my team developed a go-to-market strategy for Poncho Outdoors, focused on increasing brand awareness among college students at Texas A&M University. We conducted primary research through interviews and surveys, along with secondary research, to understand student preferences, buying behavior, and brand discovery channels. Based on our insights, we created strategic recommendations that combined social media engagement with on-campus experiential marketing, including pop-up events and influencer-driven campaigns. We presented our findings and proposals directly to staff from Poncho, where we received valuable feedback on our ideas and execution. This experience strengthened my ability to translate consumer insights into actionable marketing strategies and reinforced the importance of aligning brand initiatives with real audience behavior.
Poncho Go-To-Market Strategy Report
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In this project, my team developed a go-to-market strategy for Poncho Outdoors, focused on increasing brand awareness and engagement among college students at Texas A&M University. We conducted primary research through 15 interviews and a student survey, alongside secondary research, to understand how this audience discovers and engages with apparel brands. Our insights revealed that students respond most to a combination of social media exposure particularly TikTok and Instagram and on-campus experiential marketing. Based on this, we created strategic concepts including pop-up tailgate events, influencer-driven content, and interactive campaigns designed to align with student culture and school pride. My role focused on translating research into actionable insights and shaping strategic recommendations. We presented our work to Poncho staff and received feedback on our positioning and execution.
Static Ad for H-E-B
For this project, I developed static advertisements for H-E-B’s pilot program introducing autonomous robot grocery delivery through the Favor app in Austin, Texas. The campaign focused on building awareness and driving adoption of this new technology by positioning it as a convenient and time-saving solution. These ads were specifically tailored to a busy college student persona, emphasizing speed, ease, and reliability for managing everyday needs. By highlighting how autonomous delivery fits seamlessly into a fast-paced lifestyle, the creative aimed to make the service feel both accessible and relevant. This project strengthened my ability to align messaging with a target audience and translate emerging technology into clear, consumer-focused value propositions.
This static advertisement was developed for H-E-B’s autonomous robot delivery pilot through the Favor app, targeting a busy working mom persona. The concept focuses on time scarcity and daily schedule overload, using a calendar visual to reflect the constant demands of balancing work, family, and personal responsibilities. The messaging, “On the move. Just for you.” positions the service as a seamless solution that fits into her routine without adding stress. By highlighting convenience, reliability, and efficiency, the ad communicates how autonomous delivery can simplify everyday tasks like grocery shopping. This project strengthened my ability to design persona-driven creative, using relatable visuals and clear messaging to connect a new technology to real-life consumer needs.