A meaningful, transparent conversation converts followers into brand ambassadors.

Perspective

Authenticity is the differentiator that retains relationships. When brands speak transparently, they build trust…and trust drives action. As influencer marketing grows, so does the need for honest connections. Real conversations spark natural engagement, turning passive scrollers into engaged ambassadors who carry your brand message beyond the algorithm.

projected USD amount of the influencer marketing industry by 2027 - Source

48 billion

81%

of consumers say that brand trust is crucial for making purchase decisions - Source

“A brand is a promise.  A good brand is a promise kept.”

— Muhtar Kent, Former CEO @ Coca-Cola

Inspiring Articles

Influencer Marketing Statistics to Know in 2025: Dash - Read it

Authenticity in Marketing—How Your Brand Can Start Benefiting Today: The New York Times - Read it

Case Study: Lucky You Campaign

St. Patrick’s Day – The USC Purple Store

Project

Social Media Promotions & Marketing Coordinator – Western USC

Role

What it is.

In A retail-focused campaign built around St. Patrick’s Day to generate buzz, increase sales, and officially (soft) launch the rebranded USC Purple Store. The goal: show students that this isn’t just another Western merch store, it’s their student-driven, campus lifestyle brand.

What we did.

We centered the campaign around three core objectives:

  1. Differentiate The Purple Store from Western’s Bookstore

  2. Drive student awareness and reach

  3. Soft-launch the new Purple Store branding

I led the charge from end to end as the project manager, creative director, executing the  campaign roll-out. We hosted brand activation pop-ups across campus, leveraging the USC ambassador team to build excitement and momentum. The results? A complete sell-out of most campaign-specific merchandise and a 18% increase in Purple Store sales.

My responsibilities

• Project management and campaign execution from concept to post-analysis
• Marketing rollout across social, email, and in-person activations
• Full creative direction including visual design, tone, and brand messaging
• Lead USC ambassador team for grassroots brand promotions
• Coordinated pop-up activations and retail events
• Monitor performance data, track KPIs, and analyze post-campaign results

I believe…