CASE STUDIES
The following case studies exemplify key marketing initiatives in which I was involved, reflecting my contributions to marketing, event management, and brand development.
PORTFOLIO T
Portfolio T was a venture studio operating in stealth mode in the Kingdom of Saudi Arabia for a global technology client.
SERVICES
Led all marketing activities to bring awareness to an entrepreneur institute, produced/hosted 100+ skill-building workshops, masterclasses, and in-person activations leveraging synthetic AI persona building, and managed a six-person growth marketing agency.
CHALLENGE
As employee number five, I watched the company grow to sixty employees ranging from CXs, to CDs, to EIRs (Entrepreneurs in Residence). The studio focused on creating disruptive, sustainable solutions that touch every aspect of life to support the Kingdom of Saudi Arabia as it moves away from oil dependency into diversification in other sectors: energy and water, education, health, food, mobility, financial services, and more. Portfolio T was tasked with ideating, incubating, and accelerating ideas through the venture studio using Silicon Valley methodologies. My role was to set up the marketing and supporting communications for the internal teams, build an entrepreneurial ecosystem, manage marketing for four venture competitions to attract global entrepreneurs, establish an entrepreneurial institute to train and educate startup founders, manage a growth marketing agency, and create the playbook and go-to-market plans for 10 new ventures. The goal was to build an ecosystem that supports innovation and ideas that could be realized in the studio.
SOLUTION
Created brand awareness and increased perception through 100 virtual complimentary skill-building educational courses, masterclasses taught by Silicon Valley instructors, and in-person networking events for startup founders in the Kingdom of Saudi Arabia. I visited Saudi Arabia three times to help orchestrate and run a venture competition, conduct research, and attend the world’s largest tech conference, LEAP, as a brand ambassador.
IMPACT
Through AI persona testing, research amongst 30 individuals in Saudi Arabia, and targeted advertising through X, Meta, LinkedIn, and Google, our Hubspot CRM grew from zero to 17,000 in just a year and a half. In addition, we educated 4,000 startup founders in the early and growth stages using proven Silicon Valley methodologies. In addition, we created the naming, guidelines, internal playbooks, and cultural training for global venture teams visiting the region.
ZIBA
Ziba is a Portland-based global design and innovation consultancy that hired me to re-imagine events in their space, craft their social media presence, rework their website, and drive new business opportunities.
SERVICES
Marketing Support including Website Development (using waterfall agile methodology), Event Strategy and Programming, Social Media, Case Study Development, and Internship Management.
CHALLENGE
Ziba was looking for new and innovative ways to drive conversations with current clients, warm and cold leads, and executive leaders of Fortune 100 and 500 brands.
SOLUTION
Create “The Relevance Society,” a private, invite-only membership initiative designed to cultivate new, dormant, and existing relationships with the goal of new business conversion. The one-day event, themed “Thriving in the Age of Disruption,” brought together 30 C-suite executives from healthcare, retail, tech, CPG, financial services, and higher education at Ziba’s headquarters in Portland, Oregon. Attendees received exclusive access to the Ziba building for the day. The event featured curated panel discussions with moderators such as former Navy SEALS and thought leaders, focusing on evolving cultural contexts, shifting consumer values, and emerging market pressures. Alongside these discussions, a blend of active networking sessions provided opportunities for deeper engagement. To round out the experience, attendees were given an intimate, “behind-the-scenes” look into Ziba’s workshop, complete with a food truck and a Union Wine truck.
IMPACT
I produced the event, which attracted 30 engaged attendees, with a $25K budget. This resulted in $1.2 million in new business development sales and sold contracts post-event.
PAYPAL
PayPal is an online payment system that allows individuals and businesses to send and receive money securely, offering a digital wallet to store and manage funds and facilitating online and in-person transactions.
SERVICES
Brand Identity, Positioning, Strategy, Naming, Product Architecture, Leadership Interviews, Global Consumer and Merchant Research, Brand Guidelines, Employee Engagement, Brand Orientation and Training, Agency Onboarding/Oversight, Built Brand Central
CHALLENGE
PayPal had 120 products and services within its brand architecture, and engineers and product teams created new names weekly. The lack of vetting and oversight led to internal confusion about how best to represent the services. The brand’s mission, vision, and values also needed updating, and the organization found sharing of creative assets and guidelines with external and internal partners extremely challenging.
SOLUTION
Move the brand from product-centric to service-centric, updating the product architecture to focus on clear naming conventions. Create a new consumer-facing brand awareness advertising campaign, “Future of Money,” featuring Jeff Goldblum. Develop and communicate a clear mission, vision, and values. Train employees on how to live the brand.
IMPACT
Increased comprehension among PayPal employees, ensuring they clearly understand how to live the brand through its reimagined values effectively. Streamlined access for all agency partners seeking assets, reducing friction for one-off requests. Developed a service-centric approach that positions PayPal as a conduit for paying and receiving money, emphasizing a mobile-first strategy within the digital wallet.