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Isabel Ham's Marketing Portfolio
Undergraduate Collection
This collection highlights a combination of professional experiences, consulting projects, marketing campaigns, research studies, and strategic coursework completed throughout my undergraduate experience at the University of San Diego. The projects featured throughout this portfolio reflect my interests in branding, creative strategy, consumer psychology, digital marketing, research, and international business. This portfolio showcases collaborative and individual work developed in academic and professional settings.
Guest House
As a Stylist at Guest House, I helped transform residential properties into visually compelling, market-ready spaces designed to elevate the emotional experience and perceived value of each home. This role allowed me to combine creativity, visual storytelling, branding, and attention to detail in a fast-paced, highly collaborative environment centered around luxury real estate and design.
My responsibilities included styling and staging homes for showings, photoshoots, and listings by carefully curating furniture, décor, textures, color palettes, and spatial layouts to create cohesive and aspirational environments. I assisted with installation days, organization, inventory management, styling execution, and on-site creative problem solving to ensure each property reflected the intended aesthetic vision while appealing to target buyers. Through this experience, I developed a strong understanding of how design, atmosphere, and presentation influence consumer perception and emotional connection.
In addition to physical staging work, I contributed to the creative development process through mood boards, visual concept planning, and aesthetic direction. I helped curate inspiration materials and design concepts that guided the styling vision for projects and client presentations.
This experience is included in my portfolio because it strengthened my creative strategy skills while teaching me how to translate abstract concepts into polished visual experiences. Working at Guest House deepened my appreciation for branding through environment, elevated design aesthetics, and consumer psychology within luxury spaces. It also reinforced my ability to work collaboratively under tight timelines, adapt creatively, and contribute both strategically and artistically to a brand’s overall presentation and identity.
The creative work featured in this portfolio, including visual flat lays and property photos, reflects my ability to combine texture, color, composition, and branding into cohesive visual storytelling pieces that communicate a specific lifestyle and emotional tone.
My responsibilities included styling and staging homes for showings, photoshoots, and listings by carefully curating furniture, décor, textures, color palettes, and spatial layouts to create cohesive and aspirational environments. I assisted with installation days, organization, inventory management, styling execution, and on-site creative problem solving to ensure each property reflected the intended aesthetic vision while appealing to target buyers. Through this experience, I developed a strong understanding of how design, atmosphere, and presentation influence consumer perception and emotional connection.
In addition to physical staging work, I contributed to the creative development process through mood boards, visual concept planning, and aesthetic direction. I helped curate inspiration materials and design concepts that guided the styling vision for projects and client presentations.
This experience is included in my portfolio because it strengthened my creative strategy skills while teaching me how to translate abstract concepts into polished visual experiences. Working at Guest House deepened my appreciation for branding through environment, elevated design aesthetics, and consumer psychology within luxury spaces. It also reinforced my ability to work collaboratively under tight timelines, adapt creatively, and contribute both strategically and artistically to a brand’s overall presentation and identity.
The creative work featured in this portfolio, including visual flat lays and property photos, reflects my ability to combine texture, color, composition, and branding into cohesive visual storytelling pieces that communicate a specific lifestyle and emotional tone.
iPickl
As Lead Marketing & Creative Strategy Associate at iPickl, I played a key role in shaping the brand’s creative identity, marketing direction, and overall consumer experience during an important stage of growth. Working closely with the founder and leadership team, I contributed to the strategic and creative sides of the business. I helped transform ideas into cohesive campaigns, visual storytelling, and brand-building initiatives designed to grow awareness and strengthen community engagement within the rapidly expanding pickleball industry.
My responsibilities spanned across content strategy, campaign development, creative direction, branding, and digital marketing execution. I collaborated on photoshoots, social media strategy, visual identity decisions, website concepts, and product storytelling while ensuring that all brand touchpoints remained authentic, cohesive, and aligned with iPickl’s mission. I helped develop creative concepts for launches, athlete partnerships, ambassador campaigns, and promotional content. My main goal was to balance trend awareness with long-term brand positioning.
In addition to contributing to marketing strategy, I was heavily involved in the creative process behind the brand’s public image. This included assisting with mood boards, campaign aesthetics, visual merchandising, content planning, and consumer-facing storytelling that reflected the brand’s energetic, community-driven personality. I also worked on strategic initiatives focused on audience growth, customer engagement, and strengthening brand loyalty through social media and digital experiences.
This project is included in my portfolio because it represents a combination of skills that I am passionate about: branding, creative strategy, marketing communication, consumer engagement, and visual storytelling. My experience at iPickl allowed me to work in a fast-paced entrepreneurial environment. It strengthened my ability to collaborate across teams, adapt quickly, and develop marketing ideas that balance creativity with business objectives.
Included within this section is some of the work I have done throughout my time with the company and a professional letter of recommendation that further reflects my contributions, leadership, work ethic, creativity, and collaborative role within the company.
My responsibilities spanned across content strategy, campaign development, creative direction, branding, and digital marketing execution. I collaborated on photoshoots, social media strategy, visual identity decisions, website concepts, and product storytelling while ensuring that all brand touchpoints remained authentic, cohesive, and aligned with iPickl’s mission. I helped develop creative concepts for launches, athlete partnerships, ambassador campaigns, and promotional content. My main goal was to balance trend awareness with long-term brand positioning.
In addition to contributing to marketing strategy, I was heavily involved in the creative process behind the brand’s public image. This included assisting with mood boards, campaign aesthetics, visual merchandising, content planning, and consumer-facing storytelling that reflected the brand’s energetic, community-driven personality. I also worked on strategic initiatives focused on audience growth, customer engagement, and strengthening brand loyalty through social media and digital experiences.
This project is included in my portfolio because it represents a combination of skills that I am passionate about: branding, creative strategy, marketing communication, consumer engagement, and visual storytelling. My experience at iPickl allowed me to work in a fast-paced entrepreneurial environment. It strengthened my ability to collaborate across teams, adapt quickly, and develop marketing ideas that balance creativity with business objectives.
Included within this section is some of the work I have done throughout my time with the company and a professional letter of recommendation that further reflects my contributions, leadership, work ethic, creativity, and collaborative role within the company.
LaserVet
As part of the X-Culture global consulting program, I collaborated with an international virtual team to develop a comprehensive consulting and international market expansion strategy for a real client company: LaserVet. I was especially interested in working with an Italian company because of my experience studying abroad in Italy. I wanted to explore how international branding, culture, and business strategy intersect within European markets. My time abroad gave me a stronger appreciation for Italian business culture and influenced my perspective and contributions throughout the project.
I learned how to work with different cultures, time zones, and communication styles to conduct market research, analyze competitive positioning, evaluate international expansion opportunities, and develop strategic recommendations tailored to global markets. Within the project, I served as the group leader, helping coordinate communication, organize deliverables, manage deadlines, and guide collaboration throughout the consulting process. My role involved research, strategic analysis, presentation development, and cross-cultural team management in a fast-paced international environment. According to peer evaluations within the program, I was recognized for leadership, intellectual contribution, collaboration, and communication skills, with performance scores placing me among the top-performing students in the cohort.
This experience strengthened my interest in international business and cross-cultural collaboration. It also reinforced my ability to work effectively within diverse global teams. Lastly, it deepened my interest in European and Italian markets and showed me how cultural understanding can influence international business strategy and communication.
This section includes my international business consulting report for LaserVet, X-Culture certificate, performance evaluations and scoring results, and professional letter of recommendation recognizing my leadership and contributions throughout the program.
I learned how to work with different cultures, time zones, and communication styles to conduct market research, analyze competitive positioning, evaluate international expansion opportunities, and develop strategic recommendations tailored to global markets. Within the project, I served as the group leader, helping coordinate communication, organize deliverables, manage deadlines, and guide collaboration throughout the consulting process. My role involved research, strategic analysis, presentation development, and cross-cultural team management in a fast-paced international environment. According to peer evaluations within the program, I was recognized for leadership, intellectual contribution, collaboration, and communication skills, with performance scores placing me among the top-performing students in the cohort.
This experience strengthened my interest in international business and cross-cultural collaboration. It also reinforced my ability to work effectively within diverse global teams. Lastly, it deepened my interest in European and Italian markets and showed me how cultural understanding can influence international business strategy and communication.
This section includes my international business consulting report for LaserVet, X-Culture certificate, performance evaluations and scoring results, and professional letter of recommendation recognizing my leadership and contributions throughout the program.
Netflix
For this Strategic Management consulting project, my team conducted a comprehensive corporate analysis of Netflix to evaluate the company’s current challenges, competitive position, and future growth opportunities within the evolving streaming industry. Using strategic management frameworks such as SWOT, PESTEL, Porter’s Five Forces, VRIO analysis, and strategic group mapping, we analyzed issues including market saturation, rising content costs, increasing competition, and long-term profitability challenges.
My role involved research, market analysis, presentation development, and contributing to strategic recommendations focused on revenue diversification, international expansion, hyper-localized content strategy, gaming growth, and customer retention. Working within a collaborative consulting-style team environment strengthened my ability to apply analytical thinking and strategic problem-solving to real-world business challenges.
This section includes selected presentation slides from our final strategic analysis and recommendation presentation for Netflix.
My role involved research, market analysis, presentation development, and contributing to strategic recommendations focused on revenue diversification, international expansion, hyper-localized content strategy, gaming growth, and customer retention. Working within a collaborative consulting-style team environment strengthened my ability to apply analytical thinking and strategic problem-solving to real-world business challenges.
This section includes selected presentation slides from our final strategic analysis and recommendation presentation for Netflix.
Patagonia
For my Marketing Research course, I conducted an in-depth consumer perception study focused on Patagonia and the evolving role of sustainability within the apparel industry. Working as part of a research team, I helped design and distribute a survey to over 150 consumers in order to evaluate how sustainability messaging, transparency, greenwashing skepticism, and brand differentiation influence consumer trust and purchase intention.
My role included survey development, data collection, coding and organizing research data in RStudio, conducting both univariate and multivariate statistical analyses, interpreting results, and translating findings into strategic business recommendations. I performed hypothesis testing, regression analyses, and consumer behavior analysis to identify patterns within the data and evaluate how consumers currently perceive Patagonia’s sustainability positioning in an increasingly competitive market.
In addition to the analytical side of the project, I contributed to the presentation design, storytelling, and strategic recommendations developed from our findings. Our final research concluded that while Patagonia continues to maintain strong sustainability credibility, sustainability alone is no longer enough to fully differentiate a brand as consumers increasingly view it as an expected industry standard. We recommended that Patagonia shift from broad sustainability messaging toward measurable proof, transparency, and product-level impact communication in order to maintain differentiation and consumer trust.
This project is included in my portfolio because it reflects my ability to combine consumer psychology, research methodology, statistical analysis, and strategic marketing insight to solve real-world branding challenges through data-driven decision making.
Included are slides from my presentation, some of the survey questions, and a preview of my Rscript.
My role included survey development, data collection, coding and organizing research data in RStudio, conducting both univariate and multivariate statistical analyses, interpreting results, and translating findings into strategic business recommendations. I performed hypothesis testing, regression analyses, and consumer behavior analysis to identify patterns within the data and evaluate how consumers currently perceive Patagonia’s sustainability positioning in an increasingly competitive market.
In addition to the analytical side of the project, I contributed to the presentation design, storytelling, and strategic recommendations developed from our findings. Our final research concluded that while Patagonia continues to maintain strong sustainability credibility, sustainability alone is no longer enough to fully differentiate a brand as consumers increasingly view it as an expected industry standard. We recommended that Patagonia shift from broad sustainability messaging toward measurable proof, transparency, and product-level impact communication in order to maintain differentiation and consumer trust.
This project is included in my portfolio because it reflects my ability to combine consumer psychology, research methodology, statistical analysis, and strategic marketing insight to solve real-world branding challenges through data-driven decision making.
Included are slides from my presentation, some of the survey questions, and a preview of my Rscript.
Google Search Ads
In collaboration with the Knauss School of Business, I worked on a digital advertising and search engine marketing project focused on promoting the school’s Master’s programs in Accounting and Taxation. As part of the campaign, our team managed real Google Ads campaigns using a set advertising budget to develop and test keyword strategies, improve search visibility, and increase engagement with prospective graduate students.
My role involved conducting keyword research, analyzing SEO and search intent trends, building ad copy, evaluating campaign performance metrics, and making strategic recommendations based on real-time data. Using tools such as Google Ads, keyword planning research, and SEO analysis, we tested different targeting approaches to determine which keywords, messaging, and audience strategies generated the strongest results for impressions, click-through rates, conversions, and overall engagement.
Throughout the project, I helped analyze campaign performance data and contributed to recommendations for how the Knauss School of Business could continue optimizing its digital advertising strategy moving forward. This included recommendations related to keyword refinement, audience targeting, ad messaging, local search optimization, and long-term search visibility improvements.
This project is included in my portfolio because it gave me hands-on experience managing real advertising budgets, interpreting campaign analytics, and applying SEO and paid media strategy in a professional setting. It strengthened my understanding of performance marketing while allowing me to combine analytical thinking with strategic communication and digital consumer behavior.
My role involved conducting keyword research, analyzing SEO and search intent trends, building ad copy, evaluating campaign performance metrics, and making strategic recommendations based on real-time data. Using tools such as Google Ads, keyword planning research, and SEO analysis, we tested different targeting approaches to determine which keywords, messaging, and audience strategies generated the strongest results for impressions, click-through rates, conversions, and overall engagement.
Throughout the project, I helped analyze campaign performance data and contributed to recommendations for how the Knauss School of Business could continue optimizing its digital advertising strategy moving forward. This included recommendations related to keyword refinement, audience targeting, ad messaging, local search optimization, and long-term search visibility improvements.
This project is included in my portfolio because it gave me hands-on experience managing real advertising budgets, interpreting campaign analytics, and applying SEO and paid media strategy in a professional setting. It strengthened my understanding of performance marketing while allowing me to combine analytical thinking with strategic communication and digital consumer behavior.
Frozen Garden
During the Spring 2026 Digital Marketing Competition at the Knauss School of Business, I collaborated with a team to develop a full-scale digital marketing campaign for Frozen Garden focused on consumer research, branding, digital strategy, and audience engagement. Our campaign centered around targeting night-shift healthcare workers after identifying a gap in how wellness brands market toward consumers with unconventional schedules and routines.
My role focused heavily on creative strategy, branding concepts, and consumer psychology. I particularly enjoyed combining analytical research with creative storytelling to develop ideas that were strategic and engaging. One of our most successful concepts was a proposed “Night Mode” website experience that would shift Frozen Garden’s branding and featured products during nighttime hours to better connect with late-night users and night-shift workers.
In addition to campaign strategy, our team developed KPI-driven recommendations, paid and owned media strategies, and digital engagement concepts designed to strengthen brand awareness and customer connection. Out of nearly 300 university teams nationwide, our campaign advanced to the Top 6 finalists, where we presented our work to a panel of judges and industry professionals. Our team ultimately received the “What’s Trending Award” for the creativity and originality of our Night Mode campaign concept.
This project is included in my portfolio because it reflects my passion for branding, creative strategy, and consumer behavior while showcasing my ability to collaborate in a fast-paced, competitive marketing environment.
This section includes selected campaign presentation slides showing our creative strategy concepts, my written reflection and campaign overview that was selected to be included on the Knauss School of Business marketing program website highlighting our team’s award-winning work and competition experience, and a group photo.
My role focused heavily on creative strategy, branding concepts, and consumer psychology. I particularly enjoyed combining analytical research with creative storytelling to develop ideas that were strategic and engaging. One of our most successful concepts was a proposed “Night Mode” website experience that would shift Frozen Garden’s branding and featured products during nighttime hours to better connect with late-night users and night-shift workers.
In addition to campaign strategy, our team developed KPI-driven recommendations, paid and owned media strategies, and digital engagement concepts designed to strengthen brand awareness and customer connection. Out of nearly 300 university teams nationwide, our campaign advanced to the Top 6 finalists, where we presented our work to a panel of judges and industry professionals. Our team ultimately received the “What’s Trending Award” for the creativity and originality of our Night Mode campaign concept.
This project is included in my portfolio because it reflects my passion for branding, creative strategy, and consumer behavior while showcasing my ability to collaborate in a fast-paced, competitive marketing environment.
This section includes selected campaign presentation slides showing our creative strategy concepts, my written reflection and campaign overview that was selected to be included on the Knauss School of Business marketing program website highlighting our team’s award-winning work and competition experience, and a group photo.
Liquid Death
For this Social Media Marketing project, I developed a full creative campaign strategy for Liquid Death focused on increasing audience engagement, strengthening brand visibility, and expanding consumer interaction across social platforms. Working as part of a creative marketing team, we conducted a social media audit, analyzed the brand’s existing digital presence, and developed campaign recommendations designed to align with Liquid Death’s bold, rebellious brand identity. Our goal was to create fresh opportunities for audience participation and viral engagement.
My role focused heavily on creative direction, campaign ideation, visual storytelling, and content mockup development. Using AI tools, graphic editing software, and branding strategy, I created original social media mockups and promotional concepts that demonstrated how the brand could execute future campaigns across platforms such as TikTok and Instagram. The mockups included campaign visuals, influencer concepts, branded merchandise ideas, hashtag campaigns, and interactive content strategies designed to encourage user-generated content and increase engagement.
Throughout the project, we developed multiple campaign concepts tailored to Liquid Death’s edgy and unconventional brand voice, including influencer activations, interactive hashtag challenges, seasonal product concepts, and experiential social media content. We also created strategic recommendations for future growth related to creator partnerships, live event sponsorships, storytelling, and audience targeting.
This project is included in my portfolio because it highlights my ability to combine branding, visual design, consumer engagement strategy, and creative marketing execution while adapting content to fit a highly distinct brand personality and social media audience.
Included are some of the mockups I created, the slides we presented, and a social media content calendar.
My role focused heavily on creative direction, campaign ideation, visual storytelling, and content mockup development. Using AI tools, graphic editing software, and branding strategy, I created original social media mockups and promotional concepts that demonstrated how the brand could execute future campaigns across platforms such as TikTok and Instagram. The mockups included campaign visuals, influencer concepts, branded merchandise ideas, hashtag campaigns, and interactive content strategies designed to encourage user-generated content and increase engagement.
Throughout the project, we developed multiple campaign concepts tailored to Liquid Death’s edgy and unconventional brand voice, including influencer activations, interactive hashtag challenges, seasonal product concepts, and experiential social media content. We also created strategic recommendations for future growth related to creator partnerships, live event sponsorships, storytelling, and audience targeting.
This project is included in my portfolio because it highlights my ability to combine branding, visual design, consumer engagement strategy, and creative marketing execution while adapting content to fit a highly distinct brand personality and social media audience.
Included are some of the mockups I created, the slides we presented, and a social media content calendar.
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