1st Place

Bonnie Plants Case Competition

Collaborated with teammates to build a detailed semester-long timeline
Delegated responsibilities across research, strategy, and execution phases while ensuring alignment and progress through regular check-ins

Applied my background as a Spanish minor and personal knowledge of Hispanic culture to shape both our research lens and tone of our survey
Designed culturally informed questions targeting middle-aged Mexican American women, ensuring respectful and relevant insight collection
Helped identify key cultural and practical barriers to gardening, such as limited space, generational knowledge gaps, and lack of product familiarity

Delivered a full-scale marketing strategy to expand the Bonnie Plants brand, built on culture, cuisine, and community—centered around the Mexican American consumer in Fresno County, CA
Created a strategic campaign with localized product bundles, vertical gardening solutions, and immersive touchpoints
Supported every tactic with research-based rationale and impact estimates
Presented to Scotts Miracle-Gro leadership at their Ohio headquarters, earning top honors as the best strategy and presentation among all teams in the Consumer Marketing Workshop cohort

Cultural Market Segmentation – Identified and targeted high-growth minority segments through demographic and psychographic analysis
Consumer-Centric Strategy – Translated unmet needs into product, channel, and communication innovations
Primary & Secondary Research – Conducted both survey-based insight gathering and extensive industry analysis
Brand Positioning & Messaging – Developed a culturally authentic campaign aligned with brand values
Executive Presentation – Delivered a professional pitch to corporate stakeholders with clear visuals and supporting logic
Project & Team Management – Structured the project timeline, coordinated task flow, and ensured strategic cohesion across all deliverables