As a Capstone Advisor at Georgetown University, I mentor graduate students in the Integrated Marketing Communications program, guiding them through the development of data-driven marketing strategies, brand positioning, and campaign execution. My role involves grading papers, providing strategic direction, creative feedback, and industry insights to help students craft research-backed, real-world marketing solutions for their clients.

During my own time in the IMC program, I developed a comprehensive integrated marketing plan for Bite Toothpaste Bits, a sustainable oral care brand. This project leveraged consumer insights, market research, and strategic branding to position Bite as a leader in the growing zero-waste oral care industry. My research uncovered key trends, including a 12% year-over-year increase in sustainable oral care product sales and a rising demand for fluoride-free, plant-based toothpaste alternatives. I conducted an in-depth competitive analysis, identifying opportunities for Bite to differentiate itself from major players like Hello and Tom’s of Maine. My multi-channel marketing strategy incorporated content marketing, influencer partnerships, press outreach, and a membership program, all designed to drive brand engagement and long-term customer retention.