Professional Online Portfolio
Explore my marketing projects
Here, you'll find a selection of the work I've completed during my time at UCD Smurfit Business School and for various clients. These projects range from in-depth social media research presentations and comprehensive business model analyses to detailed social media reports and strategic marketing plans.
Social Media Report for Mint Coffee
Project Brief
My task was to (A) Audit social media at an existing business or of a non-for-profit organisation. (B) Draft a new 1-year social media marketing plan for this business/non-for-profit based on your audit observations.
Project Overview
Objective: Create a comprehensive plan to enhance brand visibility, awareness and engagement, for an existing business website or for a non-for-profit organisation. This project should leverage various social media channels to achieve these goals.
NVIDIA Business Model Presentation
Project Brief
Choose a company/industry that is of interest and feel would be a good example to examine their strategy and performance . In stage 1, each group will be asked to analyse the performance of their chosen company, from a financial, market and competitive perspective, to identify its business model, and to review its performance over the past 5 years. This section should conclude with an assessment of the key strategic challenges currently facing the company.
In stage 2, the groups will be asked to forecast the likely trajectory of the company for the next five years, and to outline their plan to achieve or exceed that forecast.
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Project Overview
This is my final group project from my Corporate Marketing Strategy Module in UCD Smurfit, taught by Prof. Mary Lambkin. The reason I chose the company, NVIDIA to analyse is for a multitude of reasons: NVIDIA's focus on GPU technology and its applications in fields like artificial intelligence, gaming, and data centres positioned the company as a leader in technological innovation. The second reason as to why I chose this company was their rapid growth and expansion. NVIDIA had been experiencing significant growth, particularly in the data centre and gaming markets. This growth trajectory would have made for a compelling case study of a successful business model.
Research Findings for Final Group Project with client, PwC
Project Overview
The major digital marketing project during the final semester for the UCD Smurfit MSc Digital Marketing programme gives students the chance to work on a live commercial brief for a business client. The module is designed to create real-world circumstances, mirroring the responsibilities and challenges faced by any project group working in an agency, a consultancy firm, or marketing department. Teams were be tasked with solving a current business problem, applying their digital marketing, creativity, analytical, research, strategic thinking, and communication skillsets.
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Project Brief
For my 2023/2024 programme, the client we were given was PwC. The objective of the project was to create a marketing campaign to establish PwC as the definitive market leader in AI professional services in the Irish Market.
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Down below I have included my groups research findings prior to us creating the strategy and the campaign. My experience working on a marketing campaign for PwC provided me with valuable insights into market research, competitive analysis, and strategic planning. I honed my skills in data collection, analysis, and interpretation, while also developing effective interviewing techniques. I conducted in-depth interviews with CEOs in the AI professional services industry, gaining valuable insights into their perspectives on market trends, technological advancements, and the future of the industry. This project allowed me to demonstrate my ability to conduct comprehensive market research, analyse competitive landscapes, and communicate effectively with stakeholders.
Tapestry Business Model Presentation
​Project Brief
​The primary objective of this project is to conduct a comprehensive business model analysis of Tapestry's acquisition of Kate Capri. This analysis will evaluate the strategic rationale behind the acquisition, assess the potential synergies and benefits, and identify potential challenges and risks. The ultimate goal is to determine whether the acquisition was a sound business decision for Tapestry.
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Headspace Marketing Strategy Presentation
​Project Brief
This project was part of my Omnichannel module for UCD Smurfit. The projects objective was to critically analyse the marketing strategies of BetterHelp and Headspace in the UK market for the entirety of 2023, focusing on their channel breakdown, media planning, and creative strategies. We then proposed strategic changes to the channel and creative strategies of one of the two brands, set to begin summer 2024. The deliverables included a written report, mock creatives, and an in-class pitch on the final day of class.
Part 1. Market Analysis (2023 Review): My group began with an in-depth analysis of the channel breakdown and media planning strategies of BetterHelp and Headspace throughout 2023 using the Nielsen Ad Intel Platform, and Similar Web. We analysed the effectiveness of their investments across the various channels, highlighting areas of excellence and areas that need improvement. While we performed a detailed analysis of the brands’ creatives in the next section of the project, we considered whether the creatives reflected an optimal balance of brand building versus activation. Further, we conducted a brief analysis of what key competitors are doing in the market. We were tasked with identifying and justifying these competitors based on our understanding of the market landscape.
Part 2. Creative Evaluation: In this section, we delved into the creative strategies of both brands using the Nielsen Ad Intel Platform, Buzzsumo and our own manual exploration of the brands’ website, email, social media.
We considered the following key areas:
A. Ad Performance: Evaluated the effectiveness of their advertisements using
the Ad Review Toolkit.
B. Brand Building vs. Activation: Estimated the effectiveness of their building and activation messaging. For example, we assessed how well they have integrated principles of persuasion into their marketing communications and how well they communicate the brand.
C. Organic Content Strategy: We examined the strategic use of organic content, including social media and content marketing and asked ourselves how does this content contribute to their marketing objectives?
D. Marketing Funnel Coverage: We considered whether their marketing portfolio comprehensively addresses each stage of the marketing funnel as discussed in class.
E. Usability and Design: We critiqued the user experience and design quality of their website and app.
In our analysis, we highlighted the strengths and areas for improvement of each brand and included a brief comparison with key competitors.
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Part 3. Strategic Marketing Proposal (2024-2025): In the final section, we chose the brand 'Headspace' and developed a forward-looking marketing plan from summer 2024 to summer 2025. Our proposal outlined adjustments in channel breakdown and media planning, and presented revised creative concepts,
including mockups. For each mockup, we included a brief description of the strategy. Below, you will see the presentation we made for part three of the project.
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