Stakeholder Management:
I was able to lead a team of 5 designers to position a venture capital-backed beauty care start-up with cross-functional leadership to build and implement a phased out strategic go-to-market roadmap.
Designed and facilitated brand workshops for stakeholder alignment and outline the research goals and objectives for focus groups.
Client Facing Account Management:
Helped the client refine their brand vision, ad campaigns, and marketing strategies through design explorations, documentation, and presentations.
Provided actionable recommendations for market positioning, PR campaign briefs, and marketing roadmap by translating research findings into user archetypes and identifying customer touch points.
The most challenging part was to translate found research insights into a successful brief for the brand guidelines.
The most fun part about this project was developing different concepts for brand outreach, engagement, and communication.
WHAT COULD IMPROVE:
Due to the shortage of resources, we were able to conduct a few focus group tests with very few people regarding brand desirability, messaging, and desired tone. I believe we scratched the surface with male mentality and behavioral aspects of buying. However, in the ideal scenario, I would like to conduct a variety of focus group tests to gain a better understanding of mindsets to develop concepts related to mental health and trauma.
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