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Tatcha — The Ritual Circle: Loyalty Program Strategy The Ritual Circle is a comprehensive loyalty program strategy I designed for Tatcha — a point-based, community-driven program that deepens customer relationships through the lens of Japanese ritual culture. Every touchpoint, tier name, and reward was crafted to feel like a natural extension of Tatcha's brand world. Program Structure Point system: 1 point per $1 spent. Three-tier progression, each tier named for and rooted i

Henry Rose — Geographical Expansion Plan: San Diego This project was completed for LXFM 745 — Global Distribution for Luxury Brands at SCAD (Summer 2023), alongside teammates Kelsi Dugas, Tia Charmaine Fowler, and Lexx Holsey, under Professor Alessandro Cannata. We developed a comprehensive geographical expansion plan for Henry Rose — the genderless fine fragrance brand founded by Michelle Pfeiffer, known for 100% ingredient transparency, EWG Verified certification, and Cradl

Tatcha — Radiant Ritual Stick: Product Extension Strategy For the SCAD ELVTR Cosmetic Marketing & Partnership Program (July 2025), I developed a full strategic brand foundation and product extension plan for Tatcha — one of prestige skincare's most beloved Japanese ritual-inspired brands. The deliverable: a complete go-to-market strategy for a proposed hero product, the Radiant Ritual Stick. The Product: Radiant Ritual Stick A skincare-infused glow balm — a tinted skincare ba

Zimmermann — European Expansion Strategy This capstone analysis was completed as my M.A. Final Project for LXMT 749 — Global Distribution for Luxury Brands at SCAD. The research identified the optimal geographic expansion region for Zimmermann following its acquisition by Advent International, with the goal of increasing brand awareness, capturing new target consumers, and enhancing global brand identity. Brand Overview Founded in 1991 by Australian sisters Nicky and Simone Z