Professional
Int'l Student Mental Health Resources
USC Office of International Services (OIS), 2019
I led a summer project to reduce international students' stigma surrounding mental health. I compiled a list of resources both on- and off-campus, collaborated with USC Student Health Center, reached out to get bilingual therapists on board, and organized a private room within the OIS building to create a more informal, accessible environment. The project was a success, as therapists were booked out for months in the new school year.
Sample available upon request.
Listicles and Interviews for Int'l Students
USC Office of International Services (OIS), 2018 - 2020
I wrote a number of listicles for international students arriving at USC, ranging from things to do in and around Los Angeles, to adjusting to US classroom culture, to job interview tips and tricks. I also conducted interviews of OIS employees, student staff, and exceptional talent within the international student community, and showcased them on the OIS website and social media.
Sample available upon request.
Jio 100.3 FM Launch
DViO Digital, 2018
My team at DViO Digital built and executed a launch campaign for a local radio station in the UAE, in partnership with the UAE Ministry of Happiness as part of their 100 Days of Happiness campaign. We generated social media buzz prior to the event with contests and giveaways, and subsequently saw a turnout of over 200 people to the launch event.
Sample available upon request.
VIVA Supermarket Launch
DViO Digital, 2018
My team at DViO Digital built and executed a launch campaign for a local grocery store chain in the UAE. We developed store layout mockups, in-store signage, and imagery. VIVA, which advertised high-quality groceries at affordable prices, enjoyed a successful launch campaign and is now the go-to grocery store for low-income immigrant communities across the UAE.
This work is proprietary; additional details available upon request.
Vanity Kart Blog Posts
DViO Digital, 2018
I wrote over fifty blog posts for Vanity Kart, an online women's fashion retailer. These blog posts provided styling and fashion tips for ethnic Indian, Indo-Western, and Arab womenswear for all occasions, ranging from everyday chic to festive wear and everything in between.
Sample available upon request.
McDonald's UAE Internal Campaign
Weber Shandwick, 2017
I worked on a bilingual (English and Arabic) video campaign to demonstrate our team's success with the McDonald's client account. My coworker and I interviewed McDonald's MENA employees about their experience working with Weber Shandwick and created both a highlight reel and a complete video to present to the client. This prompted McDonald's to renew their contract with Weber Shandwick for another 3 years.
This work is proprietary; additional details available upon request.
McDonald's UAE Transparency Campaign
Weber Shandwick, 2017
My team did a live video walkthrough of a McDonald's kitchen to dispel rumours of unethically sourced meat. I followed this up with a shortened highlights reel and tracked campaign performance on Meltwater. The campaign generated a lot of buzz through consumer word-of-mouth, and McDonald's was lauded for its transparency.
This work is proprietary; additional details available upon request.
Educational
Beer Bottle Branding Research Paper
2020
I developed an Amazon MTurk survey of the impact of beer bottle branding on consumer pysche and subsequent purchase decisions, and designed my own custom labels as part of survey imagery. I collected data from over 100 respondents, conducted analysis using R and SPSS, and presented my research findings as part of my graduate capstone project.
Sample available upon request.
Little Fluffy Head
2019
My peers and I developed a holiday campaign for Little Fluffy Head (a boba tea shop), targeting 500,000+ potential customers in Downtown Los Angeles. We created a 12 Days of Christmas rebrand, featuring daily digital content across Instagram Stories, digital billboards, Snapchat filters, and an online quiz; wrote and adapted custom holiday-themed lyrics to align with LFH products (lyrics available on request ☺); and designed #MyLFHGift giveaway campaign in collaboration with streetwear brand Solestage, offering prizes for social media participation.
Sample available upon request.
Chaisites
2019
My peer and I conceptualized, developed, coded (to a certain extent!), and launched ChaiSites - a brown-women-led website offering marketing insights over a warm cup of chai. As part of the development process, we conducted interviews, developed target user profiles, built wireframes, a style guide and colour scheme, and a content deck, and built out an SEO strategy. We further implemented our SEO strategy in our video and written content.
Sample available upon request.
Chef Joe's
2019
I built a prototype gamified app for Trader Joe's (a prominent grocery chain), where users were able to customize and build their own recipes using Trader Joe's products. Trader Joe's is well-known for not offering online shopping and rather encouraging human connection, and this app capitalized on their brand ideals in a fun, innovative way. In this prototype, users were able to customize their own chocolate-covered strawberries, with different options for type of chocolate, sprinkles, and other garnishes.
Sample available upon request.
3-Minute Joe's
2019
I filmed a video walkthrough of a peer picking up ingredients for 3-Minute Joe's, a Sloppy Joe recipe generated by the Chef Joe's prototype app. The walkthrough further reinforced the Trader Joe's brand value of human connection, as well as showing the ease of using the app for an affordable and easy weekday meal after a full day of classes.
Sample available upon request.
Baking a Difference
2019
My peers and I developed Bake Box in a Shark Tank-style competition. We designed a Quarterly Expert Box to deliver curated recipes and tools from top bakers; proposed partnerships with Christina Tosi, Adriano Zumbo, and Paul Hollywood to appeal to baking enthusiasts; created customization options based on experience level, flavour preferences, dietary restrictions, and available baking tools; and created a web interface featuring an interactive dietary preferences section. We placed second by a singular vote!
Sample available upon request.
Live (and Eat) Like a Local
2019
I proposed the Live (and Eat) Like a Local campaign to promote community engagement while simultaneously building on Airbnb's existing brand image. My campaign focused on mealtime as a community bonding experience, and offered both personalized walking food tours (categorized by preference) with a focus on exploring the city and its history; and opportunities for hosts to share meals with community members or visitors.
Sample available upon request.
NeighborFood
2018
My peers and I pitched NeighborFood, an app and website to connects home cooks and food growers for shared meals. We proposed a peer-sharing model with no ownership of farms, kitchens, or partnerships with chefs/restaurants. ​Users could select meals, find nearby home cooks, and connect through a group chat to share ingredients and coordinate meal preparation through a group chat feature. We targeted food enthusiasts, travelers, students, and those seeking community connections.
Sample available upon request.
Personal
30 Anniversary
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Event Planning, 2022
I coordinated with an event designer to plan my parents' 30 anniversary party. I picked the theme of the event, designed the invites and dress code in accordance with the theme, curated a menu, designed a custom cake, developed bespoke cocktails based on my parents' relationship milestones, created a 200+ song playlist, and hired photographers, videographers, bartenders, catering staff, and a DJ for the event. The event saw a turnout of around 100 people.
Sample available upon request.
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Travel Itineraries
Event Planning, 2017 - present
I have been planning travel itineraries for myself, friends, and family for the last 8 years. I take into consideration dietary preferences, travel style, budget, and interests; and develop detailed Excel sheets and/or flyers with points of interest, suggested activities, and historical/cultural details of different neighbourhoods and cities.
Sample available upon request.
Atoms: A Chemistry Comic
Art & Creativity for Education, 2011
I created a comic as part of my IB Chemistry course to explain atoms in a fun, accessible manner for all proficiency levels. This comic was well-received, and I used it as part of my teaching materials as an IB Chemistry tutor.
Sample available upon request.
LitWits
Club Creation and Planning, 2011
My peer and I developed LitWits, a book club for reading enthusiasts on campus. We worked with our school librarian to launch the club, and developed marketing materials and spread buzz through word-of-mouth.
Sample available upon request.
