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)

  1. Presence where intent peaks: finals-week library booth, Sky Shed pop-up, farmers’ market micro-sponsor table

  2. Frictionless lead capture: QR → short LP → SMS opt-in (unique codes/UTMs per location)

  3. UGC engine: IG Reels/Stories prompt (“Show your study stack”) + ambassador seeding to club sports

  4. 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