Data-driven marketer turning ideas into measurable outcomes. (Some of my work)
Sports & outdoor brands, property management, and tech—brand strategy + on-site activations + clean analytics.
About me
Recent MSU Jake Jabs College of Business grad (Marketing). Hands-on in sports marketing (MSU Athletics), championship tournament ops (Northern Texas PGA), and data storytelling (Excel/Power Query/Power Pivot). I like campaigns that are practical, measurable, and audience-true.
Strengths: Strategy • Analytics • Event activations • Stakeholder comms • Clear writing
Industries: Sports/outdoors • Property management • Tech/AI
Integrated Marketing Communications Plan - 4G Property Management
4G Property Management — Integrated Marketing Plan
4G needed a practical, measurable plan to add residential doors, raise local awareness, and keep current owners longer—without leaning heavily on Google Ads. I built a full-funnel strategy (positioning, account-based outreach, content funnel, selective media, and community sponsorships) with clear KPIs and a 120-day execution roadmap. (Class project; metrics modeled.)
IMC Co-op (detailed section)
The ask
4G Property Management wanted a go-to-market plan that would:
Grow doors (+500 target) in Bozeman/Big Sky
Increase brand awareness and perceived expertise vs. local competitors
Improve retention through better owner experience/communication
Do it with limited paid search spend, prioritizing organic, targeted, and community channels
Who we targeted
LLC owners & individual landlords (primary)
HOA/board decision-makers and local investor circles (influencers)
Positioning
“Stress-free ownership with local expertise—protect your investment, maximize property value, and get responsive, transparent service.”
What the plan included
Account-based outreach: curated lists of LLC owners/landlords → mailers + LinkedIn + warm intros
Content funnel: “Owner Playbook” → webinar → free consult (lead capture + nurture)
Selective media: high-intent search & display themes; light OOH across key corridors (Bozeman↔Belgrade)
Organic & PR: educational social posts, partner features, local press angles
Community presence: event sponsorships (e.g., local golf tournaments) that concentrate owners/HOAs
Retention levers: owner portal education, fee transparency messaging, NPS feedback loop
How success was measured (coursework/simulated framework)
Awareness: reach & branded search lift
Pipeline: SQLs by segment, cost/door ≤ $3,100
Engagement: CTR, guide downloads → webinar registrants → consults
Retention: portal adoption, NPS lift, churn down
Sections of the plan
Situation Analysis
Goals and Audiences
Positioning and Key Messages
Strategies & Tactics
Measurement and Evaluation
Budget & Timeline
Montana State University Athletics - Marketing and External Relations Intern
Built an analytics loop that turned MSU Athletics social into ticket sales across sports—clean UTMs, segmented creative, and fast readouts—while supporting on-field/court sponsor activations that reinforced offers.
Objective
Increase tickets sold from social (football, basketball, volleyball, etc.) by tightening targeting, timing, and tracking, and connect in-venue sponsor moments to measurable demand.
My Role (focus on analytics)
Designed the tracking layer: UTMs, unique short links/QRs per sport, creative, placement, and event window.
Ran Meta Business Suite tests (audience × creative × daypart) with purchase-rate goals, not just CTR.
Built a weekly “Game Window” readout (reach → clicks → cart → purchases) and recommended budget/creative shifts.
Used Qualtrics micro-surveys (20–30s) + AI text clustering to surface purchase drivers and friction themes.
Coordinated with marketing ops to support on-field/court sponsor activations (timed PA reads, concourse tabling, signage/QRs) that matched the winning social message.
What I Ran (analytics-first)
Targeting & timing: students vs alumni/locals vs families; T-72 → T-24 push; rivalry weeks vs standard weeks.
Creative testing: hype vs value (price/opponent/time), family bundles, student section perks; short 6–10s video vs static.
Frequency hygiene: rotation rules to avoid wear-out (CPP spikes when freq >4 without new creative).
Attribution & proof: per-asset UTMs; ticketing referral reports; first-time buyer tags; vanity URLs & redemption codes for sponsor nights.
How sponsor activations fit (but stayed measurable)
In-venue → digital handoff: unique QR/URL on sponsor boards/PA reads matched to the same campaign in social.
Moment alignment: concourse tabling + social retargeting (“best seats left” / “family four-pack”) during T-48h window.
Post-game pulse: Qualtrics + AI summary tied feedback themes (e.g., parking/wayfinding) to conversion dips, then fixed with content.
Proof It Worked
Social → ticket purchases: [up 52% womens basketball] across season
First-time buyers from social: Up 100% of purchases
Sponsor night with vanity code/QR: [+ 25%%] lift vs comparable game
Example insights that changed decisions
Posting clusters beat early-week hype on purchase rate.
Student Story ads (8–11pm)
Complaints about parking in open-text → added wayfinding posts/PA reads → conversion held steadier close to game time.
What I’d do next
Add geo heatmaps around campus/family neighborhoods to localize offers.
Orka Energy - Pop Up Launch
.Objective
Drive awareness and first-taste trials among MSU students and Bozeman locals, then convert interest into an SMS list for follow-up offers.
Audience & Positioning
18–24 students (library/night-study crowd), club-sports captains, weekend festival goers
Promise: “Clean focus that doesn’t crash your morning.”
Strategy (four levers)
Presence where intent peaks: finals-week library booth, Sky Shed pop-up, farmers’ market micro-sponsor table
Frictionless lead capture: QR → short LP → SMS opt-in (unique codes/UTMs per location)
UGC engine: IG Reels/Stories prompt (“Show your study stack”) + ambassador seeding to club sports
Test-and-learn cadence: daypart testing (late-night vs daytime), creative hooks, and offer framing
Key Tactics
Sampling at each pop-up; instant-win or bundle giveaway for scans
Ambassador kits (mini coolers, content prompts, referral codes)
Micro-influencer outreach among student org leaders
Location-specific tracking links/QRs to identify winners
Measurement (Coursework/Simulated framework)
Social: reach, saves, replies, story taps → profile, video holds
Conversion: QR scans, LP→SMS opt-in rate, code redemptions by site
Efficiency: modeled CAC per opt-in; late-night posting vs daytime delta
Illustrative Results (Coursework/Simulated)
~1,500 IG impressions/day; 22% story taps → profile
318 QR scans; 41% LP→SMS conversion; modeled CAC < $2/lead
Late-night Reels (8–11pm) outperformed daytime on scans/$
Bridger Bowl Season Pass — Purchase Intention Study
Brief description:
I led a short, data-driven study to identify what actually moves students to buy a Bridger Bowl season pass. Using a 7-question Qualtrics survey and SPSS analysis, I tested four hypotheses and found that snow/weather conditions, discount availability, and location convenience significantly influence purchase intent, while gender does not.
My role & contributions:
Survey design & fielding: Built a concise Qualtrics survey (consent, Likert items, demographics). Bridger Bowl Season Pass
Data processing & stats: Imported responses into SPSS; ran a t-test for gender differences (p=0.127, not significant) and regressions for snow/weather (p=0.001), discounts (p=0.001), and location (p<0.001). Bridger Bowl Season Pass
Insight synthesis: Prioritized factors with significant lift and de-emphasized non-drivers (gender). Bridger Bowl Season Pass
Marketing recommendations:
Snow/Weather: real-time snow updates, visual storytelling, interactive social.
Discounts: limited-time offers, student bundles (“survival kit”), clear promo comms.
Location: “Ski More, Drive Less” messaging; partner with local transport. Bridger Bowl Season Pass
Outcome (what this shows in my portfolio):
A practical analytics loop—from survey to stats to action—that a ski area can use to focus spend and creative on the levers that actually change season-pass intent. Bridger Bowl Season Pass
VibeFi AI - Lead Marketing Specialist
LinkedIn Manager - Gained 84 followers in the first week, completely organically. The initial post had a 13% Engagement rate, which led to an increase in signups.
Managing LinkedIn messages inquiring about open positions and opportunities.
Directly working with Founder and CEO, Dino Alabre on ideas and strategy to increase brand reach and effectiveness.
Created Investor Pitch Decks for an early start-up. Given to VCs for a quick overlook of the company and plan.
Assisted in the inner workings of a partnership with StarterYou, and worked on others
