For my final project, I created an original crisis scenario in which Balenciaga faced backlash over an AI-driven fashion campaign accused of exploiting underrepresented artists. I developed a full crisis response plan using Situational Crisis Communication and Image Repair theories, including stakeholder mapping, CEO messaging, press releases, and a PESO strategy, along with long-term recommendations on ethical innovation. I also acted as Balenciaga’s spokesperson in a live press conference simulation, where I delivered an opening statement and handled tough Q&A using “satisfy, bridge, and steer” techniques—earning high marks for message control and professionalism. This project showcases my crisis management, media training, and ethical brand storytelling skills.

In CM441, my team and I created The Playbook, a fully integrated campaign to boost Dick’s Sporting Goods’ relevance among Gen Z by 20% by January 2026. Our strategy focused on launching a “Sideline Supporters” loyalty program, emotional brand storytelling, and Gen Z engagement through influencers, gaming, and UGC. I led the campaign narrative and influencer strategy, using tools like Google Analytics and CRM dashboards. We presented our work to Dick’s PR team, who expressed strong interest and requested our proposal for internal discussion. This project highlights my ability to connect strategic planning with real-world brand impact.

As a Social Media Marketing Intern at Neon Flux, I developed and executed a targeted social media and influencer marketing strategy for Highline Wellness, a premium CBD brand. The strategy emphasized authenticity, educational content, and engagement-driven storytelling to build brand awareness and drive conversions across Instagram and TikTok.

In CM443, Digital Media & PR, I conducted a competitive social media analysis using Meltwater to evaluate how Crocs and key footwear competitors (Veja, Allbirds, Birkenstock, KEEN) communicated sustainability across Instagram, X, Reddit, and news/blog platforms. Using keyword tracking and sentiment analysis, I assessed how effectively each brand aligned with sustainability narratives online. These insights informed a strategic campaign proposal to enhance Crocs’ sustainability messaging and digital engagement.

As a Communications Intern in the Massachusetts State House, I supported the Representative’s public engagement efforts through communications writing, journalism outreach, and media relations. My responsibilities included drafting press releases, composing official statements and letters, managing press inquiries, and organizing outreach to local news outlets. In addition to communications work, I assisted with legislative research, constituent correspondence, and office operations.

Attached are two samples: a press list I compiled and an official letter of support I drafted on behalf of the Representative. These showcase my organizational abilities, research proficiency, and professional writing skills across political and public-facing communications.