PORTFOLIO

PORTFOLIO

I’m Calder, a business student at the University of Utah with a passion for creating social-first brands that resonate with Gen Z.

I’ve gained valuable experience through two summer internships at CASE, a brand strategy and creative agency specializing in beauty. Additionally, I co-founded and recently launched a boutique fragrance brand, further fueling my enthusiasm for innovative brand building.

Born and raised in New York, I’m thrilled to return to the city as a summer 2025 intern, bringing my marketing and strategy expertise to collaborate with a dynamic team of beauty-industry leaders.

Malabar Fragrance

IN 2024, MY TWO FRIENDS AND I LAUNCHED OUR OWN ALL-ORGANIC FRAGRANCE BRAND, MALABAR.

Through conducting social-listening consumer research, engaging with industry leaders, and with the assistance of generative AI, we developed the brand strategy, crafted the visual identity, formulated the fragrance, and executed a limited product run. Launching the brand on social and targeting Gen Z consumers, we quickly sold our entire first-batch of inventory, demonstrating the strength of a consumer-centric, “social-first” branding approach.

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My Skills

    • Market Research & Consumer Insights: Experience in analyzing consumer insights via AI, and social-listening to inform branding and marketing strategies.

    • Brand Positioning: Experience creating brand strategy, brand stories, and product narratives tailored to Gen Z audiences.

    • Social First Campaigns: Experience planning social-first campaigns.

    • Project Management: Proven ability to help plan and manage projects.

    • AI-Driven Creative Development: Experience using ChatGPT and Midjourney to accelerate brand strategy and brand-concept development.

    • Data-Driven Personalization: Experience using ChatGPT to tailor marketing strategies towards Gen Z targets.

    • Trend Analysis: Experience using ChatGPT to analyze beauty and fragrance trends.

    • Visual Look and Feel: Proficient in creating directional mood boards.

    • Verbal Identity Direction: Skilled in developing “verbal identity” concepts for social captions, web content, and campaigns.

    • Social Media Strategy: Experience managing branded Instagram and TikTok accounts.

    • Search Engine Optimization (SEO): Knowledge about optimizing content for visibility and traffic.

    • Analytics & Reporting: Proficient in Google Analytics and other tools to measure campaign success.

    • Product Development Process: Understanding of the lifecycle for creating and launching beauty products.

    • Trend Forecasting: Insight into beauty-category trends.

    • Retail & E-Commerce Strategies: Experience with online and retail marketing strategies.

    • Creative Problem-Solving: I love harnessing my Gen Z POV and to help address complex business challenges.

    • Collaboration & Communication: I’m low-ego and passionate about collaborating with cross-functional teams.

    • Attention to Detail: I’m a little OCD (in a good way) in terms of obsessing about the details.

    • Compassionate AF: I value kindness, compassion, and the importance of making others feel valued and respected.

Select Works

  • AI Tips for College Grads

    I authored a LinkedIn thought leadership article on how new college graduates can enhance productivity and decision-making using Gen AI.

  • First Aid Beauty Brand Recharge

    I helped manage the rebranding timeline, client feedback, and deliverables for Procter & Gamble’s First Aid Beauty brand.

  • The Fitt Brand Creation

    I spearheaded competitive benchmarking and contributed to the brand positioning for an adaptive diaper brand designed to be uplifting and empowering for adults with disabilities.

View All Select Works