Capstone Project: Moxie Scrubs
Intro: The Rebranding Moxie campaign was a comprehensive marketing initiative designed to refresh the image of Moxie, a scrub brand known for its bold and empowering approach to self-care. The project focused on crafting a modern, cohesive brand identity to resonate with target audiences and increase market presence.
Role: Research & Planning Specialist
Market Research: Conducted extensive primary and secondary research to identify key target audiences, competitor positioning, and industry trends to inform strategic decisions
Strategic Planning: Developed a detailed marketing strategy, including audience segmentation, messaging frameworks, and brand positioning, ensuring alignment with Moxie’s values and goals
Data-Driven Insights: Analyzed customer feedback, interviews, survey data, and market analytics to guide creative concepts and campaign execution