Content strategy is where I learned that creative output only matters when it's pointed at the right person, at the right stage, on the right platform. This work spans three case studies — one industry simternship and two client sprint simulations — that together show the full arc from persona research to performance analysis.
The centerpiece: a ten-round Stukent content marketing simternship for Buhi, an e-commerce bag retailer with a travel content property (Bon Voyage by Buhi). Each round I made content requests balancing persona, funnel goal, search intent, format, keyword, channel mix, and a weekly budget — then read the results and adjusted. By the numbers:
The work ran on a four-part decision model — audience fit, funnel intent, format fit, channel fit — and the data found the engine: Back-to-School Mindy + Instagram/TikTok + infographics was the strongest conversion combination ($1.18M from that channel mix alone). The real lesson was the pivot: early rounds generated views without sales, so later rounds stopped experimenting and scaled what converted.
Two supporting case studies round out the practice. Harbor Trail was a client sprint simulation — a fast turnaround content plan with supporting video deliverables. GreenBite was a semester-long brand build: a full content ecosystem blueprint, a researched buyer persona (Maya Chen), and a multi-phase media, persona, and customer-journey strategy. Together they show the same discipline at two speeds — the quick client sprint and the deep strategic build.
This is the exact work a brand pays a studio to do. It's the strategy layer that sits underneath the films and photography — knowing who the content is for and why it converts before a camera ever turns on. It's the bridge between my creative production and real client outcomes.
The full case study, the completion certificate, and the supporting sprints: