WORK | hellomj

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Skills and Recent Work.

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Brand Strategy and
Development

Crafting a cohesive and resonant brand identity is key to building consumer loyalty and market presence. My approach combines strategic insights with emotional storytelling to create brand experiences that stay top of mind and foster long-term loyalty.

By leveraging insights, I build brand trust and forge meaningful connections that extend beyond the initial consumer touchpoint, ensuring sustained loyalty and advocacy.

Key Project(s):

Lowe’s Brand Communications Strategy – Developed high-impact campaigns to boost brand engagement and strengthen competitive positioning, focusing on memorable, consumer-centric messaging.
Ally Financial Brand Campaigns – Formulated partnership-driven content strategies that reinforced Ally’s brand identity, increasing customer retention and fostering brand loyalty.

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Audience Insights and
Relational Marketing

Understanding what drives audiences at an emotional level is foundational to my work. By applying relational marketing principles—multisensory design, gamification, and empathetic communication—I create experiences that resonate deeply with audiences.

My work connects brands with audiences on a deep, emotional level by using data-driven insights to understand consumer behavior and strategically foster meaningful relationships.

Key Project(s):

Relational Marketing Thesis – Developed a comprehensive framework for creating emotionally connected brand experiences, emphasizing trust-building through sensory engagement, interactive elements, and personalized messaging.
Psychology of Audiences Project – Analyzed audience behavior to identify core motivations, values, and preferences, informing strategies that increase engagement and brand loyalty.

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Data-Driven Storytelling and Analytics

In today’s digital landscape, data is essential for crafting brand narratives that resonate. I turn data into stories that drive engagement, using analytics to inform and tailor strategies that align with consumer needs and market dynamics.

I translate data into compelling stories that align with strategic objectives, ensuring that every piece of brand communication resonates and adapts to the evolving consumer landscape.

Key Project(s):

Ally Financial Digital Analysis – Conducted a comprehensive analysis of Ally’s digital ecosystem to refine customer journey touchpoints, guiding strategic improvements in brand communication.
Digital Data & Analytics (DDA) Review – Analyzed a brand’s digital activity to provide actionable insights, focusing on audience segmentation and channel optimization for enhanced engagement.

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User Experience (UX) and
Design Thinking

A seamless and enjoyable user experience is at the heart of successful brand interactions. I apply UX principles to design intuitive digital experiences that are rooted in user-centered research and informed by usability testing.

My commitment to user-centered design enables me to create digital experiences that are intuitive, accessible, and enjoyable, fostering positive interactions and long-term engagement.

Key Project(s):

Axios Charlotte Usability Test – Conducted user research and testing to redesign the site’s mobile experience, enhancing functionality and user satisfaction based on real user feedback.
Persona Development & Storyboarding – Created detailed personas and storyboards to guide design decisions, ensuring that the end experience aligns with user needs and expectations.

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Ethical and Legal

Brand Considerations

In an age of rapid digital innovation, ensuring compliance with media law and ethical standards is essential to building consumer trust. My work in this area helps brands navigate the complex legal landscape while maintaining integrity and transparency.

I empower brands to build trust by proactively addressing legal and ethical considerations, ensuring that their strategies are compliant, transparent, and aligned with consumer expectations.

Key Project(s):

Media Law Research Project – Explored legal considerations for modern brand partnerships, focusing on guidelines for transparency, consumer protection, and ethical storytelling in digital media.
Co-Branding Legal Strategy for UGC – Developed best practices for co-branding partnerships, addressing issues like FTC compliance and ethical content usage.