paid social
Commonplace
Growth Marketing Manager Take-Home
A paid acquisition audit and 45-day growth plan for Commonplace, a NYC-based marketplace for big-ticket secondhand items (Tonal, Peloton, golf carts, hot tubs). I worked through real Meta, Google Ads, and Mailchimp data to identify where the funnel was leaking, then built three prioritized recommendations: testing new buyer and seller creative, redesigning the homepage UX to balance both sides of the marketplace, and creating a cross-platform source of truth dashboard. The deliverable included a hypothesis-driven test design for the top recommendation and a phased 45-day execution plan covering prep, go-live, analysis, and scaling. Built for a final-round interview as the first dedicated growth hire.
Bags manus-powered dashboard
I built a custom Meta Ads performance dashboard in Manus to automate the weekly reporting I'd been doing manually for Bags. It pulls live campaign data, surfaces spend, leads, CPL, and ROAS across custom timeframes, breaks down lead demographics and revenue tiers to check ICP fit, and flags budget risk on ads with high spend and zero leads. It also generates AI-recommended next steps and can produce ad script concepts on demand. Weekly reporting went from hours to minutes, and I caught underperformers earlier and scaled winners faster because the data was live instead of a week behind.
simulated media plan for peak & pine
A full paid media strategy for Peak & Pine, a sustainable outdoor apparel brand, targeting $500K in incremental revenue over Q1 on a $250K budget. The strategy covered Google Ads architecture (Shopping, Search, Performance Max), Meta campaign structure across Advantage+ Shopping, traffic, and retargeting objectives, and a phased budget plan from learning to scale. I included a cross-channel strategy connecting Google and Meta through shared UTM tracking and unified reporting, three creative pillars (stylized brand video, influencer content, UGC), and a tactical execution section solving for declining AOV, underpacing campaigns, and uneven creative spend. The big idea was a 3-week limited drop campaign built around deadstock fabric and designer collaboration, structured in awareness, launch, and retargeting phases.
graphic design
paramount group
A suite of marketing collateral designed for Paramount Group, a premier architecture firm. The project spanned print and digital— including full-page advertisements, digital screen displays, and event banners, crafted to reflect the firm's refined, high-end aesthetic.
Software: Adobe Indesign
restaurant associates
Design and marketing lead for 30+ dining units across iconic NYC institutions— AMNH, Morgan Library, UBS, Peloton Hudson Yards, Paramount Club, and more. Led end-to-end creative for 10+ major openings: menus, menu boards, signage, and digital assets.
Software: Adobe InDesign, Illustrator, Photoshop
platform magazine
NC State's student-run fashion magazine. Served as Creative Director for 3 years — leading a team of 5–6 creatives and owning layout, design, and production end-to-end. Grew the publication from 16 to 92 pages; it's now an established part of campus culture.
Software: Adobe Indesign, Illustrator and Photoshop
daal
Simulated fast-casual dining concept centered around traditional Pakistani cuisine. Developed the full brand identity from scratch— logo, menu design, and station layout, with a focus on clean, authentic design rooted in Pakistani culture.
Software: Adobe InDesign