The Fine Print
LITERATURE REVIEW &INSIGHTS
Deep dives into research, trends, and consumer behavior because brands need brains too.I.
SPOTIFY
The research project aims to assist our client Spotify figure the problem of how they can increase college students' usage of their services. To achieve this objective, the research question proposed is: what are the key factors that drive existing and new college students’ loyalty to music streaming platforms? This research will be centered around evaluating these variables to boost the consumption of Spotify among college students.
II.
AI IN FILMAKING
AI is transforming filmmaking by enhancing creativity and efficiency across all stages, but it cannot replace the cultural and emotional depth of human storytelling.
III.
PATRICIAN
This document is a Google Ads PPC campaign assignment created for the brand Patrician as part of the Marketing for Search Engines and Social Media course at York University. It includes a detailed brand audit, campaign strategy, ad group development, and creative variations, supported by keyword research, budget allocation, and return-on-ad-spend (ROAS) projections. The project also outlines landing page design, promotional offers, and performance goals, showcasing a full end-to-end digital marketing plan aimed at positioning Patrician as a luxury fashion label with timeless elegance.
IV.
SECOND HAND
SCHOLARSHIP FOUNDATION
This capstone project focused on the Second Chance Scholarship Foundation, a nonprofit supporting youth in the criminal justice system. My work spanned content promotion, amplification, and performance analysis through a multi-stage strategy. I developed a blog post (“From Detention to Dedication”), an integrated social media calendar, and an email campaign designed to raise awareness, build engagement, and encourage donations. The project also included analytics reporting, assessing blog traffic, email open and click-through rates, and social media interactions, followed by strategic recommendations for improvement.
V.
SUSTAINABLE BUSINESS
This project analyzes Andrew Winston’s insights on how sustainability shifted into the mainstream in 2021. It explores the drivers behind this movement—including consumer demand, investor interest, and corporate accountability—and highlights key stories such as sustainable finance, supply chain responsibility, and the auto industry’s transition to electric vehicles. The report also reviews challenges like the shortcomings of global climate meetings and the tech industry’s mixed record, while outlining future trends such as stronger ESG standards, youth activism, and cross-sector partnerships.
