Texas Media and Analytics is a three-course sequence giving students up to two years of hands-on experience in media and digital strategy before graduation. My coursework included running a full simulated pay-per-click (PPC) campaign, building a media-buying grid from scratch, and pitching a new partnership to the Amazon Ads team. Throughout the sequence, students work in teams of five to six, culminating in a national pitch.
Texas Media & Analytics
Class: Digital Metrics
Summary: As part of a simulated pay-per-click (PPC) campaign for a backpack brand, my team managed the Google Ads strategy to maximize return on ad spend (ROAS) across key metrics: impressions, click-through rate (CTR), and cost per click (CPC). I used Tableau to visualize campaign performance data, translating raw numbers into actionable insights that informed our bidding and budget decisions.
Class: Media Investments
Summary: For my Media Investments course, I completed Amazon advertising certifications before pitching directly to Amazon media employees. I proposed a partnership between Kodak and Amazon, positioning Kodak's analog film resurgence within the Amazon ecosystem to reach repeat purchasers, need-based buyers, and culture-driven Gen Z consumers through Prime Video, sponsored listings, and subscription reordering.
Class: Advanced Media Strategies
Role: Project Manager
Summary: In Advanced Media Strategies, I led a team of five in developing a media plan for Adidas' kids' soccer cleat line. We leveraged the 2026 FIFA World Cup and the surge in U.S. youth soccer participation to position Adidas as the go-to brand for parents of young competitive players.
Class: Media Planning Foundations
Summary: As part of a semester-long project, my team developed a full media strategy for Urban Roots, a nonprofit expanding to Atlanta. Our work spanned brand analysis, target market research, persona development, competitive analysis, and a comprehensive media outreach plan.
Class: Advanced Media Strategies
Summary: As part of a six-person team, I helped develop a full integrated media campaign for P&G's Cascade Clean + Dry Booster, building a three-phase strategy targeting 18- to 34-year-old renters across a $10 million budget.