Strategy & Research
My PR work focuses on understanding how narratives shape public perception. Across these projects, I analyze market trends, consumer behavior, and media landscapes to inform strategic communication, from brand positioning and media outreach to crisis response and post-launch evaluation. Working across fashion and tech clients, I approach research as both analytical and interpretive, translating data and industry insight into clear, actionable direction.
While full documents are not publicly accessible due to confidentiality, selected summaries reflect the scope, process, and impact of my work.
Snapchat
Media Coverage & Crisis Tracker
Snapchat is a global social media platform centred on ephemeral content, with a strong focus on youth audiences and digital culture.
During my internship at Weber Shandwick, I supported ongoing work with the platform by developing media lists and tracking news coverage during high-sensitivity moments. This involved mapping how stories evolved across outlets and regions, and interpreting shifts in narrative and sentiment to inform strategic communication.
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Built and maintained detailed media lists, identifying journalists across beats and geographies, with mapped contact information, coverage history, and relevance for targeted outreach
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Tracked large-scale media coverage across multiple publications and regions during key events, including a morphed image incident and responses to a data protection bill
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Interpreted patterns in reporting to identify dominant narratives, regional differences, and emerging reputational risks
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Consolidated coverage into structured trackers used to monitor volume, tone, and key themes over time
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Contributed to broader internal documents evaluating media strategy, highlighting effective approaches and areas of declining engagement
Confidentiality Notice: The full document is proprietary and not publicly accessible. The provided summary reflects the scope and depth of the analysis.
Genes Lecoanet Hemant
Market Strategy Report & Media List
Genes Lecoanet Hemant is a ready-to-wear brand from the house of Lecoanet Hemant, founded by Indo-French designers Hemant Sagar and Didier Lecoanet.
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While interning at their PR agency, Branquila, I developed a comprehensive marketing and social media strategy report focused on repositioning the brand’s Instagram presence. Grounded in performance data, audience insights, and competitive benchmarking, the report identified key gaps in engagement and content differentiation and outlined a structured approach to growth.
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Conducted a full audit of the brand’s Instagram, identifying repetition in campaign imagery and limited audience interaction as key barriers to engagement
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Analyzed audience demographics, growth patterns, and content performance to define a targeted strategy aimed at scaling the brand to 70K followers within six months
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Developed a content framework that shifted the brand from campaign-heavy visuals to a mix of user-generated content, influencer collaborations, and lifestyle-driven storytelling
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Proposed initiatives including branded hashtags, audience repost systems, and more organic influencer integrations to increase relatability and reach
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Created a redesigned feed direction focused on variation, narrative, and stronger audience connection
Netcore Cloud
Client Overview & Competitive Analysis
Netcore Cloud is an AI-powered marketing automation and customer engagement platform working with over 6,500 brands globally to deliver data-driven, personalised consumer experiences.
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During my internship at Weber Shandwick, I developed a client overview to support internal strategy and team preparation. The report mapped Netcore Cloud’s position within the MarTech landscape, bringing together company context, competitive benchmarking, and media analysis.
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Examined Netcore Cloud’s products, partnerships, and positioning within the AI-driven MarTech space, situating the brand within a rapidly evolving customer engagement landscape
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Benchmarked key competitors including CleverTap, MoEngage, and Braze to identify differences in product ecosystems, scale, and communication strategy
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Traced industry trends and conversations around marketing technology, including AI-driven personalization and data privacy shifts, to inform positioning and relevance
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Reviewed media coverage to surface dominant narratives, spokesperson visibility, and gaps in coverage that could inform future outreach
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Consolidated insights into a structured internal document used to support informed client engagement and strategic preparation
Confidentiality Notice: The full document is proprietary and not publicly accessible. The provided summary reflects the scope and depth of the analysis.
Textile Museum of Canada
Market Strategy Report & Media List
Textile Museum of Canada is a cultural institution dedicated to the preservation and interpretation of global textile traditions and material culture.
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During my internship, I supported research and content development across exhibitions, with a focus on archival systems, artist research, and institutional planning. My work contributed to the organization of collections data, development of interpretive content, and early-stage grant and outreach strategy.
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Digitised and catalogued archival materials spanning over 50 years of exhibitions, ensuring consistency in metadata, classification, and long-term accessibility across collections systems
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Worked within structured objects and collections spreadsheets to organise large datasets supporting curatorial research and exhibition planning
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Conducted in-depth research on exhibiting artists, including their backgrounds, practices, and material choices, to inform curatorial direction
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Translated research findings into Level A texts and supporting interpretive content, adapting complex material into concise, accessible public-facing language
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Contributed to grant research and outreach initiatives by identifying funding opportunities, organising findings, and supporting early-stage institutional strategy for upcoming exhibitions
Confidentiality Notice: Due to the nature of institutional and archival work, full materials are not publicly accessible. This summary reflects the scope and approach of my contributions.