At Team One I am a Junior Strategist.
My responsibilities include presenting Lexus TX & IS brand strategies to the Associate Director of Influencer Marketing and approving influencer partnerships that align with vehicle-specific positioning. I most recently worked on a Lexus IS activation with a $13K budget, 5 posts, 178K impressions & 4% engagement rate.
I work cross-functionally with many different departments including the Lexus experiential division where I researched and presented 15+ health & wellness brand partnership ideas to the Director of Partnerships – 3 concepts were selected for activation.
I am constantly conducting competitive audits across Instagram, YouTube, TikTok, & Pinterest to analyze how luxury automotive competitors position similar vehicles.
I conceptualize brand campaign strategies for the Lexus GX Campaign and synthesize research on tone, personality, & target audience across social platforms to boost brand desire & consideration among younger buyers (under 40)
I have led new business competitive audits for Kohler, analyzing media presence, social perception & in-store sales tactics which inform brand strategy.
Pop-Culture & Luxury Work
As a Junior Strategist, I work cross-functionally with many different teams like PR and the experiential department. One of my favorite projects has been exploring pop-culture topics like Anime and how luxury fashion brands have integrated this trend into their strategy to increase global engagement and emotional connection while tapping into Gen Z social trends.
Link to work: Anime/Lexus
The Real Real X Japan: Learning From a Pioneer Market
As a luxury fashion enthusiast, I initiated this project after visiting Japan and witnessing its deeply ingrained secondhand culture, a sharp contrast to the still-maturing resale space in the U.S. Through a cultural and market analysis, I explored how Japan became a global leader in luxury resale, shaped by post-economic bubble behaviors, reverence for craftsmanship, and a retail landscape that makes secondhand feel aspirational rather than second-best. This work unpacks what The RealReal can learn from Japan’s pioneering model: that the future of resale isn’t just about sustainability or affordability, but about shifting cultural perceptions of value, rarity, and ownership. For fashion brands and platforms alike, Japan offers a glimpse into what’s next, where resale becomes not a niche, but the norm.
Link to work: TRR X Japan
HKS Competitive Social Audit: Carving Space in a Crowded Landscape
As Strategy Apprentice at Team One, I led a competitive social media audit for HKS, a global architecture firm, to uncover white space within the sports and entertainment sector. By analyzing the tone, cadence, and content mix of direct competitors like Populous, Gensler, Zaha Hadid Architects, BIG, and HOK, I identified common themes and strategic gaps across platforms. From there, I developed a competitive map and content recommendations grounded in social trends, platform behavior, and brand voice opportunities, positioning HKS to show up with more relevance, clarity, and cultural edge.
Link to work: HKS Social Evaluation