LouisaZhang

Evaluated and enhanced the customer experience of Alba Thermal Springs, an Australian wellness retreat, using the customer journey framework. Built a customer persona representing the brand's core Gen Z and millennial segment, mapped pain points from awareness through to post-service engagement, and delivered actionable recommendations to lift satisfaction and loyalty.

This project demonstrates my approach to developing digital-first marketing content that aligns with a brand's identity while considering audience behaviour and platform trends. By combining clean creative direction with motion graphics and product storytelling, the campaign aims to increase engagement and reinforce Rhode's premium positioning across social media.

Analysed Kookaï, a Parisian-inspired Australian fashion label, through Keller's Customer-Based Brand Equity model. Identified a critical gap between the brand's strong product performance and its narrow size range and lack of racial representation, then designed 'Kookaï Ensemble' — an inclusive rebrand and loyalty programme to close that gap without losing the brand's elegance.

Developed a TikTok content strategy for Chobani, using humour, nostalgia, and food storytelling to turn everyday yogurt content into shareable, scroll-stopping moments. Explored camera and lighting technique, cohesive brand storytelling, and an 'Australian Summer' brand image to resonate with a younger, food-content-driven audience.

This case study demonstrates how consumer behaviour, market trends and competitive analysis can be translated into actionable marketing strategies. Using Coles as the focus, I explored opportunities to improve customer engagement, brand relevance and commercial performance through data-driven recommendations.

Explored colour, pattern, and hardware direction for a resort swimwear line through side-by-side moodboards — annotating logo placement, charm details, fabric choice, and cut variations across two colourways to pressure-test which design language felt truest to the brand before moving into sampling.

Developed a go-to-market and scalable growth strategy for Spotzer Digital's launch into new European and Australian markets. Ran market segmentation using the STP framework, modelled market trends and revenue opportunities, and identified AI-driven automation opportunities to support a 10x growth target.