Karla Lobo
Marketing Projects
These are some examples of projects that I took part in during my professional and academic journey. I had the opportunity of collaborating with real-life clients, assisting them in diverse aspects ranging from developing brand guidelines and creating content to crafting comprehensive marketing, social media, growth, and expansion strategies based on market research and data-driven insights.
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These experiences allowed me to work with international brands, gaining insights and exposure to international marketing practices. Additionally, working directly with clients provided an excellent opportunity to practice my client-facing skills, further enhancing my ability to deliver impactful solutions.
Trecco - Digital Marketing Strategist
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I was brought on to support the digital marketing strategy of a rapidly growing travel platform. My primary focus was to elevate brand awareness, expand the community of brand ambassadors, create monthly content plans, and design engaging Instagram posts, stories, and reels. Additionally, I identified trends and integrated them into Trecco's marketing to boost app downloads.
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Within three months, I helped the company transform its business presence by gaining 3,000 new followers on Instagram, expanding our presence to TikTok, recruiting 50 new ambassadors, and increasing the number of app downloads by +20%, reflecting the effectiveness of our marketing strategies.
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Kyan Foundation - Brand and Marketing Strategist
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My team and I completed a comprehensive brand design project for Jordan's royal family's foundation. This was a competition between more than 20 teams and we were chosen by the Princess, Sara Bin Asem, as the winners.
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Prior to starting the brand creation process, we conducted a competitor analysis and in-depth market research. This allowed us to gain insights into the industry landscape, identify key opportunities, and position the brand.
With a clear understanding of the target market, we created the brand guidelines, developed a website, created a video, designed an app prototype, and created a social media strategy.
Uber Gifts - Brand Strategy and Product Development
My team and I created a project proposal to collaborate with Uber to create a brand strategy for a potential new platform capability.
During the COVID-19 pandemic, we identified a challenge that people faced in maintaining their interpersonal connections. Sending gifts globally was a hard task, with uncertainties related to research, store communications, currency transactions, and trust in the delivery process.
To address this, we proposed "Uber Gifts" empowering users to effortlessly schedule same-day deliveries from anywhere in the world, all while retaining complete control over their transactions, choice of drivers, and purchases.
Afterwards, we developed the identity, an app prototype, a marketing strategy, and a social media launching plan.
Tatyana Aceeva - Market Research and Brand Strategist
My team and I collaborated with Tatiana Aceeva, a talented international fashion designer looking to expand her brand into the US market. For this project, we were competing with 10 other teams and we were thrilled to be selected as the winning team by Tatiana Aceeva herself.
To achieve this, our first step was to conduct thorough market research. We organized focus groups, surveys, and performed competitive and SWOT analysis.
With a clear understanding of our target market, we set out to recreate the brand guidelines to perfectly align with the US market and with Tatiana Aceeva's vision. Creating a social media strategy, a website, a well-thought-out implementation budget to ensure a seamless execution of the plan.
Spin Master - Marketing Analyst
My team and I did an in-depth analysis of Spin Master's performance and its competitors. Our goal was to provide actionable recommendations for market growth.
Our research led us to a crucial insight - Spin Master needed to increase their focus on B2B sales. As a result, we proposed a strategic shift to focus their efforts on expanding their B2B strategies. This involved leveraging opportunities in entertainment & licensing, exploring digital gaming platforms, and utilizing LinkedIn to create valuable partnerships and collaborations.
To capitalize on industry trends and optimize their online presence, we created an SEO & SEM data-driven strategy. The aim was to enhance their webpage and social media campaigns, increasing their rankings, organic reach, web traffic, and ultimately, sales.
TEDI - Marketing Coordinator
I served as the full time Marketing Coordinator for 3 years at TEDI, a non-profit organization dedicated to the education of kids with Down syndrome. Since I joined, I started transforming the marketing approach by incorporating educational videos, photos, blog posts, and articles. The goal was to establish TEDI as an industry leader by providing relevant information to our target audience, rather than solely focusing on selling our products and services.
Over the course of three years, I was able to completely renovate the webpage, create an e-commerce platform, launch the first blog, expand the online presence to TikTok, and multiple marketing campaigns that increased awareness of our cause and our organization not only locally but nationally.
Here are some examples:
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Lot's of Socks! campaign creation & execution
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After identifying that TEDI needed a brand awareness campaign to generate new traffic to the website and increase our following I created a brand awareness campaign in collaboration with the UK campaign "#LotsOfSocks" to celebrate World Down Syndrome Day. The campaign involved selling unpaired socks, which are considered a symbol of support for people with Down Syndrome.
To launch the campaign in Monterrey, we organized a photo marathon event where participants bought the socks, interacted with our students, and shared their pictures on social media. This initiative aimed to raise awareness about Down Syndrome and promote the sale of the symbolic socks.
The campaign was highly successful, becoming the second most fund-generating campaign that TEDI had conducted at that time. We sold more than 1,000 pairs of socks which generated almost $100,000 mexican pesos. It was so impactful that it has become an annual campaign ever since.
Reflejos del Alma - Fundraising Event
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The annual photo auction, biggest fundraising event, features a captivating contest where photographers compete to win the hearts of a professional jury. The winning photos are printed, presented, and auctioned during the event. Each year, we create a new theme, requiring the creation of new logos, colors, Instagram feed, ads, and more. I had the privilege of being part of the 3rd and 4th editions.
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For 3rd edition, I took charge of crafting the event's identity, securing sponsorships, organizing photoshoots for our ad content, devising the marketing campaign, managing participants, coordinating with printers, and designing banners and venue decorations. It was a rewarding experience, leaving a lasting impression on both the event and myself.
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This resulted in 15% increase of the profit generated compared to the years prior and we had more than 50 new participants.
In the 4th edition, things took a different turn as we had to adapt to the challenges posed by the COVID-19 pandemic. Therefore, we shifted the event online, necessitating the creation of a web page, an online catalog, and the coordination of an interactive live event for the auction.
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And against all odds, this was the year where we sold the most photos, almost achieving the 95% and increasing profit to almost 30% compared to last year.
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News article about the event
Click here to see my work video and photography work