Real-World Experience
Marketing Internship · Summer 2024
Worked directly under the Digital Marketing Director at Western Union's central agency in Guatemala. Supported planning, execution, and tracking of multi-channel marketing strategies — including billboard placements, print collateral, and local brand awareness campaigns.
Client Relations · May – Aug 2025
Managed the full sales lifecycle from initial outreach and contract negotiation via chat and video to strategic closing. Redesigned the client-onboarding system — organizing client information and streamlining how sales calls were handled — boosting process efficiency by 35%.
Operations · Summer 2023
Managed daily cash operations of up to Q15,000, overseeing accurate processing of remittances and financial transactions. Served as primary point of contact for customers, handling an average of 50 daily transactions while improving service speed by 10% through efficient cash reconciliation.
Live Client · Operations & Analytics
Designed a 19-sheet KPI dashboard for AeroShield, a deeptech manufacturer scaling from 6 to 300 units/week. Identified the production vessel as the #1 bottleneck (38 of 101 cycle hours) and built a centralized tracking system covering output, quality gates, vessel utilization, cycle time, labor productivity, and energy intensity. Projected $40–80K in annual savings with a ~12-month payback period.
Live Client · Strategy & Market Entry
Developed a full go-to-market expansion strategy for Jet Rose, a European bespoke private aviation broker entering the Americas. Delivered a self-funded growth model, competitive analysis against Jettly, JetFinder, and Amalfi Jets, a $99/month membership pricing framework, and a brand differentiation strategy positioning Jet Rose as the European expert in the US market.
Marketing Analytics · Research Project
Built a predictive attention framework for Coachella TikTok content using R, analyzing 1,351 videos across 2018–2026. Developed 3 regression models (Baseline, Sentiment Amplification, Topic Model), implemented Z-Score early warning signals to detect pre-burst windows, and recommended a share-seeding managerial lever based on coefficient analysis.
Live Client · Brand & Growth Strategy
Developed a full winter strategy for Far Out Ice Cream, a Kiwi-style ice cream brand facing seasonal slowdown. Delivered a new "Winter Warm-Up" menu (affogatos, warm apple crisp, local bakery brownies), seasonal flavor calendar with limited monthly releases, holiday gift kit strategy, culinary school partnership recommendations (Cambridge School of Culinary Arts, Le Cordon Bleu), and a catering launch plan with influencer campaign and loyalty program to drive year-round revenue.
Live Client · Growth & Market Entry · May 2025
Developed a full US market entry strategy for Explurger, a gamified travel-social app competing with Instagram, TikTok, and TripAdvisor. Delivered a 3-phase launch roadmap (influencer partnerships → city expansion → airport/Amtrak advertising), competitive feature analysis, customer persona mapping, a full conversion funnel, and channel prioritization across TikTok, Instagram, and YouTube — with a US Trending Page rollout as the immediate activation step.
Marketing Research · Individual Project
Conducted a strategic marketing analysis of the GLP-1 weight-loss medication market (Ozempic, Wegovy). Mapped information diffusion dynamics across Broadcaster, Viral Spreader, and Community Builder roles, built a Priority Map and Virality Map, and revealed that mid-sized creators outperform headline influencers in conversion efficiency — a key insight for pharma marketing strategy.