OVERVIEW

Acting as a marketing analyst for Buhi Supply Co., a lifestyle accessories brand, through the Stukent Digital Marketing Analytics Simternship. The objective was to build and optimize a digital strategy that increased sales revenue, improved ad efficiency, and maximized ROI across multiple paid channels.​​

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WHAT I DID

​Defined customer personas using demographic, behavioral, and interest data, then allocated budgets across paid search, display, and social campaigns based on historical performance analysis. Ran A/B tests on ad copy, landing page design, and targeting parameters — using Excel Solver and Python to forecast outcomes and optimize budget allocation week-over-week. Applied Matplotlib and Seaborn to visualize campaign performance trends and surface actionable insights across channels.

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OUTCOMES

• Drove 20% revenue growth quarter-over-quarter by concentrating spend on highest-performing channels

• Achieved 4–5% CTR on high-performing campaigns, matching industry benchmark

• Improved customer acquisition efficiency, 15%+ of visits from new users

• Iteratively optimized campaigns each week using live performance data to maximize incremental ROI​