Texas Media & Analytics (TM&A) is a three-course sequence giving students up to two years of hands-on experience in media and digital strategy before graduation. My coursework spanned digital visualization, a media planning pitch to Amazon using the full Amazon advertising suite, and a capstone campaign pitched to P&G Media professionals.
TM&A
Class: Digital Metrics
Summary: As part of a simulated PPC campaign for a backpack brand, my team managed Google Ads strategy with the goal of maximizing ROAS across key metrics: impressions, CTR, and 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: I led a team of five in developing a media plan for Adidas' kids' soccer cleat line leveraging the 2026 FIFA World Cup and surging 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: non-profit expanding to Atlanta, Georgia. 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 18–34 year old renters across a $10M budget.