LinkedIn Performance Optimization | Office of Technology Transfer

Context

I began managing the Office of Technology Transfer’s LinkedIn page in early December with the goal of tracking performance under my direction. The page exists to ensure innovation announcements, startup highlights, and event promotions reach as many relevant professionals as possible within the University of Miami innovation ecosystem.

Impact

This initiative strengthened the page’s ability to distribute innovation content outward into the broader UM network and industry community, achieving measurable organic growth without paid amplification.

Polo Ralph Lauren

Competitive Instagram Audit & Engagement Benchmarking

Digital Marketing (MKT 387)

This Instagram audit benchmarked Polo Ralph Lauren’s last 20 posts on Instagram against main competitors Tommy Hilfiger and Lacoste to evaluate structural performance gaps.

Core Competencies

Engagement rate interpretation
Competitive benchmarking
Influencer performance evaluation
Platform gap diagnostics
Percentage-backed strategic recommendations
Brand positioning analysis

Barnes International

U.S. Digital Expansion & SEO Strategy

Digital Marketing (MKT 386)

This case study evaluates Barnes International’s U.S. digital visibility across key metropolitan markets. The analysis benchmarks regional search performance, keyword positioning, and competitive presence to identify structural performance gaps limiting qualified inbound traffic. Particular attention is given to underperforming offices relative to stronger U.S. markets.

Core Competencies

• SEO performance benchmarking
• Competitive keyword analysis
• Regional search visibility diagnostics
• Long-tail keyword strategy development
• Paid search sequencing strategy
• Data-backed strategic recommendations

The Yacht Edit (Formerly Moby Media) | B2B Growth Strategy

CRM & Funnel Architecture

Context

I was brought in to drive lead generation for Moby Media, but effective CRM and system management proved just as critical as sourcing the leads themselves. Using AI tools and LinkedIn Sales Navigator, I built a targeted prospect list of yacht builders and mid to large brokerages, prioritizing companies with existing relationships or referrals due to their higher conversion rates. For cold accounts, I identified key marketing decision makers through company research and organized detailed contact intelligence, including job titles, emails, LinkedIn profiles, and relevant brand context. Each prospect was structured into a Lead Profile within HighLevel and placed into a five stage pipeline: Lead, Interest Expressed, Call Booked, Call Completed, Closed.

I then executed multichannel outreach while tracking performance across platforms. LinkedIn Sales Navigator consistently delivered the strongest conversion rates, especially when conversations transitioned to direct email exchanges from LinkedIn. Cold email campaigns were A/B tested but performed in line with industry norms of roughly one percent conversion, and over the summer they were largely ineffective. Instagram outreach generated occasional responses, yet within a high value maritime B2B environment, LinkedIn emerged as the most reliable acquisition channel.

Impact

The system transformed outreach from isolated conversations into a structured, trackable acquisition engine. It enabled strategic relationships with yacht builders in London, Holland, Switzerland, and Turkey, leading to a late summer international content series in partnership with Boats.com. Domestically, the funnel strengthened Moby Media’s presence among South Florida shipbuilders and brokerages, creating a foundation for sustained growth, repeat engagements, and referral based expansion.

Strategic Audits & Analysis

I use audits to get under the hood of a brand’s social media strategy. By breaking down content structure, engagement behavior, and positioning alignment, I identify gaps that, when adjusted, can materially improve both conversion and audience activation. The work below reflects how I analyze performance at a structural level, not just on the surface.

The Yacht Edit (Formerly Known as Moby Media)

Instagram Performance & Positioning Audit

This audit evaluated both the Moby Media company Instagram account and the founder’s personal account, which functioned as an extension of the brand’s promotional strategy.

At time of review:

~4.1K followers (company account)
~120–150 average interactions per post
~3–4% engagement rate

Founder account: ~26K followers, ~0.2% engagement

Focus Areas:

Engagement efficiency vs authority framing
Founder visibility vs audience activation
Caption structure and value articulation
Conversion architecture within a niche B2B luxury market

Quantified Recommendations:

Transition 20–30% of posts toward decision rationale and measurable outcomes
Integrate structured CTAs into 70–80% of agency content
A/B test conversational and interactive founder formats over 2–3 months

MELLOW MATCHA

Brand Development + Marketing Strategy

Digital Marketing (MKT 385)

This presentation develops a comprehensive brand and market strategy for MELLOW MATCHA, a premium ready-to-drink matcha latte designed to bring café-quality matcha to consumers without the wait. The project analyzes emerging matcha consumption trends among Gen Z and millennials, evaluates competitive weaknesses in existing ready-to-drink matcha products and café offerings, and proposes a differentiated positioning centered on convenience, aesthetic appeal, and ceremonial-grade quality. The strategy includes product development, target customer profiles, experiential marketing activations, and a multi-channel distribution approach designed to introduce the brand into high-traffic lifestyle environments such as boutique grocers, fitness spaces, luxury hospitality, and curated vending locations.

Core Competencies

• Brand archetype development and brand wheel strategy
• Consumer segmentation and target persona development
• Competitive analysis and market positioning
• Product concept and value proposition design
• Integrated marketing strategy and media planning
• Experiential marketing and retail placement strategy

IngRedients of a Successful brand.