MBA Strategy Consultant

The smallest but most analytically satisfying of the three. Willo had a product in market, they had users, and they had a retention problem - the classic “looks healthy from the top of the funnel, leaks from the bottom” shape.

I designed and ran user-behavior research across 1,200-plus customers, surfaced the specific points of adoption friction, and translated the findings into three concrete feature enhancements and two repositionings of underused features. The projected daily-active-user lift was 15 percent.

Smartville was looking for an MBA intern for their business development. They wanted a segmentation and targeting framework that could serve both their B2B and B2C channels without collapsing into the mushy middle - the generic persona deck that says everything and therefore nothing. I built a framework that separated the two motions cleanly, rewrote the brand narrative for the $26-million product line, and set up the top-of-funnel for specific segment entry points.

The result, over the following months: customer acquisition cost reduced by 35 percent, and more than 300 inbound leads generated through the new positioning.

A very different kind of engagement. The Human Milk Institute at UCSD is a research-backed organization trying to commercialize human breast milk testing for nutrient profoling, deep molecular phenotyping and other analytics core which meant the work sat at the intersection of pricing strategy, public-health policy, and early-stage B2B market creation.

I developed the pricing and segmentation analysis, built a five-year financial forecast, and authored the go-to-market plan across three customer segments. The differentiated positioning is projected to increase B2B adoption by 20 percent within twelve months. Alongside the GTM, I did customer journey mapping across segments to improve onboarding and support B2B expansion.