projects

Outside of internships, these are the projects where I got to think like a strategist: case studies, competition pitches, and campus leadership that let me apply consulting frameworks, financial modeling, and brand strategy to real (and sometimes imagined) businesses.

1. 

   

   

   

   

   

   NYU Shanghai · Student Commencement Committee · Director of Marketing

   As director of marketing, I led marketing and creative strategy for 15 senior-year and commencement events, overseeing promotion across Instagram, WeChat, and print. I developed event branding and customized senior gifts, and coordinated with university faculty and staff on event communications and execution. Helped strengthen senior engagement and streamline graduation-related communications throughout the academic year.

2. Pop Mart · Product Concept

   A product concept for Pop Mart’s first beauty line, blending collectible blind-box culture with functional 3-in-1 makeup for Gen Z consumers in China. Developed brand identity, pricing strategy, hero product design, and a gacha-style go-to-market campaign across Xiaohongshu and WeChat.

3. Chagee · Brand Case Study

   Case study on Chagee (霸王茶姬), a premium Chinese milk tea brand disrupting the boba industry with high-quality tea leaves and traditional cultural branding. Compared Chagee’s store format, differentiation strategy, and organizational approach against Starbucks. Applied Porter’s Five Forces and SWOT analysis to evaluate the brand’s competitive positioning and global expansion potential.

4. NYU Stern · China’s Role in World Business · Team Research Presentation

   A team research presentation examining the future growth trajectory of China’s e-commerce market, covering market size, mobile commerce adoption, and cross-border expansion. Analyzed key challenges including rising labor costs, regulatory uncertainty, data privacy concerns, and the rural-urban digital divide. Explored opportunities in AI-powered livestreaming, rural development programs, and emerging technology adoption.

5. Wix · Equity Research Pitch · TAMID Group

   An equity research pitch for TAMID Group’s national competition recommending a short position on Wix.com based on overvaluation and persistent net losses. Conducted a DCF valuation, WACC calculation, and competitive market analysis across CMS, web development, and e-commerce sectors. Identified a fair value of $33.45 against a market price of $85, signaling a 61% downside.

6. TAMID Group · ISMC · Consulting Project

   A consulting project for TAMID Group analyzing the feasibility of launching an Israeli semiconductor manufacturing company in a market dominated by TSMC. Researched existing business models, customer segmentation, ASML’s EUV technology barriers, and infrastructure costs. Recommended pivoting from a foundry model to a fabless design firm specializing in emerging High-NA lithography.