Brand Strategy
the weather channelFrom Awareness to Preference
Gen-Z knows about Weather Channel. In fact, they consider it iconic. But they increasingly default to native weather apps.
My team developed a content strategy that reimagined TWC as a lifestyle tool rather than a utility. Using audience insights to create platform-specific, scalable content that helped young adults plan outfits, explore their cities, and navigate daily life with confidence.
We presented our recommendations directly to The Weather Channel’s leadership, including CEO Rohit Agarwal.
lucid motorsMy team partnered with Lucid Motors to develop a go-to-market strategy for its upcoming vehicle launch. Drawing on insights from 30+ stakeholder interviews, a 216 respondent survey, and firsthand conversations with Lucid owners at Owners Club events and luxury dealerships, we uncovered the motivations driving luxury EV adoption and translated those findings into strategic recommendations.
I led the qualitative research and synthesis that informed our strategy and designed and produced a 40 page Lucid-branded consulting report. We presented our recommendations directly to Lucid executives, where I presented our qualitative research process and the consumer insights that shaped our strategic directions.
While specific product details and strategic recommendations remain protected under NDA, this work reflects my approach to strategy: immerse myself in the audience, uncover what matters, and communicate it with clarity.
Helping Launch the Future of Luxury EVs
feelosophyOur challenge was to come up with an innovative solution to the question What’s For Dinner?
My team developed Feelosophy, a frozen meal brand designed around life's emotionally charged moments, from "I Can't Cook But I'm Trying" to "Be My Date." Grounded in consumer research, Jobs-to-be-Done thinking, and brand positioning, we transformed an everyday purchase into an emotionally resonant brand experience.
From audience segmentation and competitive analysis to go-to-market strategy and creative execution, this project challenged us to build not just a product, but a brand people could see themselves in.