About the Program: The Flex Online M.S. in Marketing program at Texas A&M University’s Mays Business School is an intensive, accelerated curriculum designed to transform analytical data into actionable corporate strategy. The program emphasizes advanced marketing frameworks, real-world client consulting, and data-driven decision-making, preparing graduates to navigate complex digital ecosystems, product launches, and brand management challenges from day one.
Omnichannel & Brand Strategy:
Omnichannel | Consumer Marketing | Persona Develoment | Market Research
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See the full presentation here.
Project Objective:
To analyze consumer perceptions, motivations, and barriers surrounding autonomous tech-enabled grocery delivery, and translate those insights into a launch-ready branding strategy for Texas retailer H-E-B.
Tasked with a five-part assignment, our group designed a strategic messaging hierarchy to position the autonomous fleet as the ultimate mid-week refill and forgotten item solution. Through creative concept design, data-driven promotional concepts, and target user profiling, we delivered an end-to-end campaign plan focused on building trust, reducing consumer anxiety, and lowering last-mile delivery costs.
Key Details:
Case Study: Poncho & Texas A&M University GTM Strategy
Go-To-Market Strategy | Brand Marketing | Market Research
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See the full presentation here.
Project Objective:
As part of a collaborative consulting project for Poncho Outdoors, I worked with a team of marketing professionals to develop a Go-To-Market roadmap for expanding the brand's presence at Texas A&M University (TAMU). By synthesizing qualitative interviews with quantitative survey data, our group identified a sleeping opportunity where high cultural alignment met low brand awareness among the student demographic.
We focused on translating these insights into a functional 4-P strategy, identifying specific trust-building behaviors such as on-campus interactions and "Day in the Life" content that drive brand adoption in this market.
The project culminated in a formal presentation of our data-backed recommendations to executive leadership at Poncho and the TAMU Licensing & Branding team, providing a realistic action plan for the brand's expansion into the university ecosystem.
Key Details:
Omnichannel & Brand Strategy:
H-E-B Autonomous Delivery Robots
Omnichannel | Consumer Marketing | Persona Develoment | Market Research
See the full presentation here.
Project Objective:
To analyze consumer perceptions, motivations, and barriers surrounding autonomous tech-enabled grocery delivery, and translate those insights into a launch-ready branding strategy for Texas retailer H-E-B.
Tasked with a five-part assignment, our group designed a strategic messaging hierarchy to position the autonomous fleet as the ultimate mid-week refill and forgotten item solution. Through creative concept design, data-driven promotional concepts, and target user profiling, we delivered an end-to-end campaign plan focused on building trust, reducing consumer anxiety, and lowering last-mile delivery costs.
Key Details:
- The Course: MKTG 656 - Branding and Marketing Communications
- The Brand/Product: H-E-B Autonomous Robot Delivery
- Project Deliverables: Primary/secondary survey research, target consumer personas, campaign tagline, promotional concepts, and growth/operational KPIs
Case Study: Poncho & Texas A&M University GTM Strategy
Go-To-Market Strategy | Brand Marketing | Market Research
See the full presentation here.Project Objective:
As part of a collaborative consulting project for Poncho Outdoors, I worked with a team of marketing professionals to develop a Go-To-Market roadmap for expanding the brand's presence at Texas A&M University (TAMU). By synthesizing qualitative interviews with quantitative survey data, our group identified a sleeping opportunity where high cultural alignment met low brand awareness among the student demographic.
We focused on translating these insights into a functional 4-P strategy, identifying specific trust-building behaviors such as on-campus interactions and "Day in the Life" content that drive brand adoption in this market.
The project culminated in a formal presentation of our data-backed recommendations to executive leadership at Poncho and the TAMU Licensing & Branding team, providing a realistic action plan for the brand's expansion into the university ecosystem.
Key Details:
- The Course: MKTG 665 - Marketing Research
- The Brand/Product: Poncho Outdoors; Collegiate Apparel Expansion
- Project Insights & Concepts: Identified an unexploited market segment among young adults at TAMU, mapping out an expansion roadmap specifically designed to bridge the gap between high lifestyle compatibility and low existing brand penetration.
- Project Deliverables: A structured Qualtrics questionnaire utilizing multiple-choice, rank-order, and Likert scale metrics, primary qualitative/quantitative data synthesis, and an actionable expansion roadmap presented to Poncho's executive leadership and the TAMU Licensing & Branding team.