Selected Work
A mix of strategy projects from my internship at TDA Boulder, with a focus on insight development, competitive analysis, and clear, simple storytelling.
Violife Social Listening: Finding a Fresh Story for a Trusted Vegan Cheese
Roles: Strategy intern – social listening, competitive analysis, insight development, narrative framing
Challenge
Violife is the trusted go‑to in plant‑based cheese, but that reliability was making it feel a bit invisible. Social chatter showed strong love for taste and melt, yet very few moments of real excitement or a clear, evolving brand story. In a space where newer rivals were louder and flashier, Violife risked becoming the “Camry” of vegan cheese, reliable but easy to ignore.
Solution
I analyzed a year of U.S. social conversations to map what people loved, where buzz was fading, and how Violife compared to bolder brands like Daiya. From that, I built a strategic narrative that didn’t try to reinvent Violife, but pushed it to evolve—creating “moments” that invite fans into the story, spark conversation, and turn quiet trust into visible cultural presence.
Sweet’N Low: Trends & Competitive Landscape in Zero‑Sugar Sweeteners
Roles: Strategy intern – category trends research, consumer insight synthesis, competitor mapping, messaging implications
Challenge
Sweet’N Low is an iconic, wallet‑friendly brand in a category that’s being rewired by zero‑sugar expectations, clean labels, and safety concerns. Newer “plant” sweeteners were winning on trust and education, while legacy brands risked feeling dated and out of touch if they didn’t evolve their story and portfolio.
Solution
I pulled together category data, shopper attitudes, and media narratives to outline four key shifts: zero‑sugar as table stakes, plant‑based and “clean” cues as trust drivers, rising ingredient anxiety, and the power of simple education. Then I mapped competitors and identified where Sweet’N Low can refresh its “trusted pink packet” story, keeping flavor loud, science simple, and wrapping the brand in a more modern, plant‑positive frame.