Research & Strategic Insights
My research focuses on understanding how people interpret, navigate, and interact with digital communication. I conduct audience analysis, competitive audits, and research-driven evaluations to uncover patterns, identify opportunities, and inform content strategy.
These projects demonstrate my ability to synthesize complex information, build evidence-based frameworks, and translate insights into actionable recommendations for digital communication initiatives.
This case study examines two companies that approached layoffs in very different ways: Better.com in 2021 and Airbnb in 2020. By comparing their strategies and communications, we can better understand the consequences of missteps and the benefits of empathetic, transparent leadership in difficult moments.
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This report examines how influencer marketing evolved into a central strategy for shaping brand identity through authenticity, community, and creator-led storytelling. It highlights key shifts during the pandemic and their impact on audience expectations.
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This case study examines how Gymshark leveraged long-term influencer partnerships, community-building, and authentic storytelling to scale from a garage startup to a £1B global brand. It highlights the brand’s strategy, key ambassadors, and the metrics that drove exponential growth.
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