Core Retail Data

• Capsule Sell-Through: Achieved an 88% sell-through rate within 30 days for limited-edition merchandise (hoodies, varsity jackets).

• Event Attendance: Generated a 140% year-over-year increase in RSVP velocity, hitting max capacity for physical activations like Art After Dark.

• Economic Impact: Tracked direct retail data proving a sustained revenue pipeline back to local independent designers.

Social Media Impact

• Narrative-Driven Content: Shifted from standard product posts to spotlighting local artist profiles and their inspirations, driving a 210% surge in saves and shares.

• UGC & Spatial Design: The physical gift shop redesign (featuring interactive elements and floral displays) turned visitors into micro-influencers, sparking a 3.5x increase in organic tags and check-ins.

Core Retail & Initiative Data (Project Urban Alert)

• Collaborative Product Launch: Coordinated the retail and marketing roll-out for an awareness-focused apparel line designed in tandem with Charlotte Lab and Charlotte Secondary student bodies.

• Compliance & Sponsorship: Successfully aligned the branding and retail framework with Mecklenburg County ABC Board safety and community education parameters.

• Youth Engagement Velocity: Achieved a 92% participation rate among targeted student bodies for campus pop-ups, driving community-led merchandise sales.

Social Media Impact (Peace is Possible)

• Statewide Campaign Reach: Generated 320K+ impressions across North Carolina by leveraging localized hashtags and high-impact micro-documentaries featuring impacted youth and community leaders.

• Viral Advocacy Growth: Created a standardized community toolkit that drove a 320% surge in user-generated content (UGC), with local organizers and families sharing the "Peace is Possible" message.

Network & Partnership Impact

• The Legislative Escalation: The digital momentum and high-visibility social messaging directly caught the attention of a US Senator, who formally recognized the campaign, creating massive earned media and policy-level validation for the Urban League.

• Cross-Sector Alliance: Maintained a complex partnership matrix bridging local public charter schools, county alcohol boards, and a statewide gun violence prevention coalition (NCGVP).

• Future B2B Pipeline: Campaign success established a repeatable blueprint for corporate social responsibility (CSR) sponsorships, yielding inbound inquiries from three major corporate brands looking to fund future iterations of Project Urban Alert.

Network & Partnership Impact

• The Creative Incubator: Positioned the store as a platform for local fashion schools and emerging designers to secure mentorship and visibility.

• Demographic Shift: Attracted a highly sought-after 18–35 demographic to the museum, successfully diversifying the Gantt’s core digital audience.

• B2B Pipeline: Visual campaign success generated inbound partnership inquiries from local universities, brands, and regional influencers for future collaborations.

Project: My Brother’s Keeper × City of Hobbies
Role: Marketing Campaign Architecture, Apparel Design, & Social Strategy
Funding Partner: The Gambrell Foundation
Timeline: Continuous Multi-Phase Rollout

The Brief: Co-created the complete marketing plan, brand identity, and targeted social media strategy for the "City of Hobbies" initiative. Funded by the Gambrell Foundation, this project empowers Charlotte youth through MBK—to discover positive passions that build character and reduce isolation. We designed an exclusive streetwear-inspired lifestyle clothing line for the program to turn research-backed community outreach into a badge of cultural pride.

Core Data & Campaign Footprint

• Target Audience Research: Designed social-first intake funnels helping thousands of local youth voice their recreational interests to shape city program design.

• Youth Fellowship Activation: Supported the marketing push for the paid Youth Fellows program, upskilling high schoolers in real-world data collection and leadership development.

• Merchandise Engagement: Produced an initial apparel launch resulting in immediate cross-platform visibility, shifting the visual identity of municipal youth programming toward high-quality streetwear style.

Social Media & Partnership Impact

• Strategic Brand Alignment: Built a unified digital storytelling framework co-branded alongside The Gambrell Foundation and MBK, showing public-private partnership transparency.

• Community-Led UGC: Leveraged highly photogenic localized pop-up activations to prompt an increase in community content tags, showcasing physical spaces transformed into active hobby sites.

Portfolio Entry: Youth Advocacy & Anti-Violence Campaigns
Project: My Brother’s Keeper × The 704 Way
Role: Marketing Campaign Architecture, Apparel Design, & Social Strategy
Funding Partner: City of Charlotte
Timeline: Continuous Multi-Phase Rollout

The Brief: Scaled "The 704 Way"—a major anti-violence and teen empowerment initiative led by My Brother's Keeper Charlotte-Mecklenburg. Backed by the City of Charlotte, we designed the operational marketing blueprint, visual assets, and a dedicated apparel line meant to give young people a seat at the table in reshaping the culture of the city. The strategy used high-visibility streetwear and storytelling to turn a civic safety message into a peer-to-peer social movement.

Core Data & Initiative Milestones

• The 704 Network: Drove digital awareness for community resources, mentorship matching, and open-mic/creative safe spaces across Charlotte's core zip codes.

• Apparel Subversion: Shifted the narrative of anti-violence apparel away from standard corporate non-profit t-shirts toward a curated aesthetic that youth chose to wear proudly.

Social Media & Network Impact

• The Peer Effect: Utilized a micro-influencer model focusing on young creators, causing an increase in video view metrics and organic shares across local school networks.

• B2B Visibility: The success of the campaign's digital reach solidified MBK's position as a blueprint for grassroots, youth-led non-profit innovation, attracting further partnership interest across counties outside of Mecklenburg County.