GO BIG OR GO HOME!
Academic Work
Selected Work
This page collects selected projects from my studies toward a BBA in Marketing at the Zicklin School of Business, Baruch College, in New York, and from my time at Lorenzo de' Medici Institute in Florence, Italy. The work is organized into three areas: product and brand design, business analysis, and marketing plans. Each project links to the full document, so you can read the work itself, not just the summary.
Product & Brand Design
Harry's FreshStep: A Marketing Plan for a Product That Didn't Exist
I created a new product for Harry's, an odor and sweat control spray for feet, the one spot their grooming line didn't cover, and built the full plan: buyer persona, $9.99 pricing, a Head-to-Toe Bundle, and a celebrity-led social campaign. The pitch writes itself: the missing piece.
ETNA: Rinascere dalle Ceneri — A Brand and Marketing Plan for a Winery That Didn't Exist
A brand and marketing plan for a fictional ultra-premium winery on the slopes of Mount Etna: positioning, packaging, pricing tiers, distribution, and promotion built on the uniqueness of the Etna terroir.
Business Analysis
Predicting Films Gross Income
A regression analysis of 25 recent films testing what predicts box office success. My model explained about 64% of the variance: a director's track record was the strongest predictor, existing IP was worth roughly $487M, and every extra minute of runtime cost about $8M.
BP Deepwater Horizon: Analysis and Redesign
My final paper and presentation analyzing the 2010 disaster through Bolman and Deal's Four Frames, with redesign recommendations across technology, people, and structure. It wasn't a freak accident: a 2009 audit found 390 problems on the rig, and none were fixed.
Marketing Plans
Khan Academy Digital Marketing Plan
My group's digital marketing plan for Khan Academy, built on a survey of college students and a full situational analysis. We found 55% of users discovered Khan Academy through a teacher, and 65% had never heard of its AI tutor, Khanmigo.
The Future of Music Streaming
A team research project on what makes listeners choose one streaming service over another, and what it would take to make them switch. We designed a survey of Baruch students and studied how platforms compete on features, bundles, and audio quality. I got to study the platforms from the listener's side.
