Marketing Audit
A collection of marketing audit projects that reflect my approach to brand evaluation, market analysis, and strategic insight. Each project examines performance, positioning, and opportunities for growth through a balanced lens of data, consumer behavior, and brand intent.
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Fenty Beauty - Social Media Marketing Audit
I conducted a comprehensive social media marketing audit for Fenty Beauty, focusing on how the brand leverages digital channels to build awareness, engagement, and community across Instagram, TikTok, YouTube, X, and Facebook. I analyzed audience personas, content themes, platform performance, and competitor benchmarks (MAC, Rare Beauty, Rhode, Huda Beauty, Charlotte Tilbury) to identify strengths, weaknesses, and key differentiators in Fenty’s digital presence. Using social listening data, content mix breakdowns, and engagement patterns, I developed a detailed SWOT analysis and uncovered opportunities in short-form video, localized content, and deeper brand storytelling. I then translated these insights into actionable, forward-looking recommendations, including AR/AI virtual try-ons, AI-driven personalization, enhanced community management, and platform-specific content strategies designed to improve reach, retention, and ROI for a global beauty brand.
In this project, I completed an end-to-end omnichannel marketing audit for Pet Transitions, a pet end-of-life care service, to identify gaps and opportunities across the full customer journey from awareness to win-back. I defined clear SMART business and marketing objectives, developed a detailed target persona (Emily, a tech-savvy pet guardian), and mapped her multi-touchpoint journey across web, social, email, SMS, referrals, webinars, and in-person experiences. I benchmarked Pet Transitions against leading competitors, analyzed channel strengths and weaknesses, and highlighted issues such as limited personalization, inconsistent touchpoints, and underused high-intent moments. Using these insights, I designed actionable recommendations including mobile optimization, retargeting, automated email workflows, empathy-led chat flows, referral and loyalty programs, and partnership strategies to create a more seamless, emotionally supportive, and conversion-focused omnichannel experience.
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