Honors Marketing Capstone

Together, we developed a comprehensive omnichannel marketing campaign for Gallo’s ViBE brand, centering on the importance of community and connection. This project was more than just a campaign—it was a hands-on exploration of strategic storytelling and meaningful collaboration. We made this project our own by capitalizing on in-person taste tests, eye-tracking shelf placement tools, and advanced tools for brand creation and management. By integrating consumer insights with data-driven decision-making, we crafted a marketing strategy that was both innovative and deeply rooted in real audience engagement. This experience reinforced my ability to merge analytical research with creative branding, ensuring that every touchpoint was intentional, immersive, and aligned with consumer expectations.