Led brand strategy and paid media experimentation for the CCA Design MBA program rebranding — diagnosing a top-of-funnel visibility problem and translating it into a testable, data-backed positioning framework.

• Designed and ran a multi-channel paid media A/B test across Instagram and Reddit — 5 message variants, $300 budget, 3 days — generating 11,373 impressions and 101 link clicks on Meta

• Identified "Makers MBA" as the top-performing message with a 0.96% CTR and $1.13 CPC on Instagram, directly informing the program's primary brand positioning recommendation

• Delivered a full brand kit: primary positioning, tone & voice, visual system, 4-pillar content strategy, and a $15,000 paid media budget plan with channel allocation across LinkedIn, Meta, Reddit, and Google

• Conducted competitive analysis across Parsons, Berkeley Haas, IDEO U, and d.MBA to surface differentiation opportunities and sharpen audience targeting

• Owned end-to-end product and design strategy for an AI-powered consumer lifestyle app — from behavioral research through 50+ production-ready mobile screens shipped to 30+ beta users within 3 months

• Directed multi-channel acquisition funnels (Reddit, Facebook, website), analyzing conversion metrics to inform GTM iteration — functioning as the primary designer accountable for growth performance

• Built a scalable design system (components, typography, color, interaction patterns) from scratch, ensuring consistency as the product scaled

• Applied HEART framework and North Star metrics to align founders and guide sprint prioritization

NCG's Youth Power Found initiative needed to expand its donor base beyond grassroots supporters to high-net-worth individuals — without losing the authenticity that made the youth voice credible. I was brought in to figure out how to bridge that gap.

• Conducted qualitative research and co-creation sessions across two very different audiences — youth leaders and HNWIs — synthesizing competing values into a single coherent brand direction

• Developed and stress-tested five brand positioning directions through focus groups and interviews, iterating based on stakeholder feedback before executive sign-off

• Mapped organizational structure and donor relationships to identify where communication was breaking down and where new narratives could land

• Facilitated internal alignment workshops to move stakeholders from divergent inputs to a unified campaign voice — informing a rebrand affecting 50+ grantee relationships

• Owned design across 3 simultaneous products — clinical CGM app, consumer lifestyle app, internal ops dashboard — each requiring distinct visual systems and interaction models

• Designed Cori Score / Cori Ring / Glucose Stamps — a three-part visual system turning raw glucose data into What / When / Why answers, moving users from passive tracking to active behavior change

• Built a design system with 30+ reusable components; reduced design-to-engineering handoff time by an estimated 30%

• Contributed to Series C fundraising pitch deck and FDA regulatory submission — served as sole design voice in high-stakes cross-functional planning

• Facilitated in-class critiques for IxD foundation class.

• Advised junior students on flow charts, site maps, user testing, and UI prototypes.