coursework
The University of Alabama
Bachelor of Arts in Public Relations (August 2022 - May 2025)
Master of Arts in Advertising and Public Relations (August 2025 - July 2026)
Project Overview: Developed a comprehensive media strategy for JonnyPops, a premium frozen treat brand seeking to increase national brand awareness and support retail expansion. The project required analyzing industry trends, competitive activity, consumer insights and market opportunities to identify target audiences and create an integrated media plan.
Conduct audience research using secondary data sources and consumer insights tools
Analyze the frozen dessert competitive landscape and advertising environment
Define target audience segments based on demographic, geographic and psychographic characteristics
Develop a strategic media recommendation across paid, earned, shared and owned (PESO) channels
Create a data-driven plan to increase brand awareness, support market expansion and reinforce JonnyPops' positioning as a health-conscious, purpose-driven brand
Key Objectives
Skills Demonstrated
Audience Research • Media Planning • Consumer Insights • Competitive Analysis • Social Listening • Strategic Communications • Data Analytics
Tools & Platforms
MRI Simmons • Simply Analytics • Meltwater • Sprinklr • CommsPoint
APR 541: digital communication strategy
Project Overview: Developed a comprehensive social media strategy for Tecovas, a premium western footwear and apparel brand, to strengthen its position as a modern western lifestyle brand. The resulting campaign, “The West Is Wherever You Are,” leveraged storytelling, consumer insights, and platform-specific content strategies to increase engagement, brand relevance and social-driven conversions.
Key Deliverables
Social Media Audit
Social Channel Evaluation
Competitive Analysis
Buyer Personas
Campaign Concept & Messaging Framework
Social Content Examples
Content Calendar
KPI Measurement Plan
• Strategic Recommendation Deck
Project Overview: Acted as a digital marketing consultant for a real-world client (Alabama Panhellenic Association) experiencing underperforming digital channels. Conducted a diagnostic audit of website UX, SEO, conversion paths, and social media performance before developing a prioritized optimization roadmap based on impact, effort, resource requirements and measurable business outcomes.
Tools & Skills Demonstrated
Google PageSpeed Insights • Heuristic UX Analysis • Conversion Funnel Mapping • SEO Auditing • Social Media Analytics • Competitive Benchmarking • Digital Strategy Development • Conversion Rate Optimization (CRO) • KPI Measurement & Reporting • Strategic Planning
APR 542: Writing for digital communication
“This course is designed to provide students with skills and concepts to effectively create content across digital media platforms. Students will be introduced to frameworks and practices on content creation and strategy, along with tools on how to drive the development of future content through analytics. Emphasis will be placed on creating engaging content for target audiences that is written clearly and accurately.” (UA Advertising & Public Relations Courses)
Client: Dairy Boy
APR 543: Public Relations Campaigns
“This course focuses on the development, implementation and presentation of a public relations campaign. Students, working in teams, are required to research the client and its situation, develop communication strategies and tactics, and plan campaign logistics and evaluation. Although class discussions may be used periodically to enhance understanding, the majority of the course consists of experiential learning and the application of the knowledge, experience and skills acquired by the students in previous courses.” (UA Advertising & Public Relations Courses)
Client: University of Alabama Institute for Social Science Research (ISSR)
Project highlights
Role: Served as team lead for the campaign, directing project strategy and team workflow from concept to final delivery. I delegated responsibilities, established deadlines, coordinated meetings and facilitated collaboration across the team. I also designed all campaign graphics and independently created the final campaign playbook that brought our strategy to life.
Outcome: Our campaign playbook and final pitch were selected as the winning project among class submissions, with the final decision made by the client’s director. Because ISSR had limited prior marketing experience, our team developed strategic recommendations designed to provide a clear roadmap for execution. Following the presentation, ISSR chose to implement several of our campaign initiatives.