During a consulting engagement with the Smithsonian National Museum of Natural History, I collaborated with a team to evaluate the feasibility of introducing ticketed adult programs while preserving the museum’s core value of free public access. Our team led primary and secondary research, including surveys and interviews, to uncover a key insight: visitors are willing to pay when experiences deliver clear, immersive, and socially engaging value.

We translated these insights into actionable strategy by developing program concepts such as immersive expedition challenges, themed scavenger hunts, and expert-led events. I contributed in designing a targeted marketing approach incorporating audience segmentation, personalized messaging, and an omnichannel communication strategy. Proposed a sustainable revenue model with tiered pricing and continuous performance evaluation, enabling the museum to generate incremental revenue while enhancing overall visitor engagement and experience.

Analyzed Rare Beauty’s #WeAreRare campaign to evaluate how a purpose-driven, community-first strategy built brand awareness and emotional connection prior to product launch. Assessed campaign execution across digital platforms, highlighting the role of user-generated content, storytelling, and founder-brand alignment in driving engagement.

Provided strategic recommendations to enhance performance, including integrating product-focused content and expanding global reach, while evaluating campaign success through engagement metrics, earned media value, and conversion impact.

Developed an integrated social media campaign for a Rare Beauty x Lululemon collaboration, positioning beauty as movement-driven and aligned with modern wellness lifestyles. Identified a key gap in the industry’s static portrayal of makeup and introduced a “movement-ready” beauty concept tailored to active consumers.

Designed a full-funnel strategy including audience segmentation, cross-platform content (TikTok, Instagram, YouTube), influencer partnerships, and experiential activations. Created content pillars such as sweat-performance testing and UGC challenges (#GlowInMotion) to drive engagement. Defined a $40K budget, KPIs, and an execution plan to support product launch, brand positioning, and conversions.

Conceptualized an experiential marketing campaign introducing “drop culture” into the hospitality industry through limited-time urban nap pod activations. Identified a key market opportunity around burnout culture and positioned Hilton as a wellness-driven, experience-first brand for Gen Z and young professionals.

Developed an end-to-end strategy including audience targeting, social media and influencer activation, PR outreach, and CRM-driven conversion through gated Hilton Honors sign-ups. Designed the full experience journey, KPI framework, and budget model to drive acquisition, social buzz, and long-term customer loyalty.

For a service marketing course, my team partnered with Al Dente restaurant to analyze their end-to-end dining experience and understand how service delivery shapes customer perception and satisfaction. Mapping the full customer journey from discovery and reservations to dining and post-visit feedback revealed key breakdown points around wait times, order accuracy, and communication. Using service blueprinting and the Gaps Model, we identified how operational inconsistencies and lack of transparency directly impact trust and brand perception.

Our analysis found that the issue wasn't the restaurant's concept, but how the experience is executed, where small breakdowns across frontstage and backstage processes compound into a fragmented customer journey. Based on these insights, we developed recommendations around capacity management, pricing transparency, service recovery, and quality control, and presented our findings directly to the restaurant manager.

mary.asimiq@gmail.com

Maryam Asim