Co-led a team of 7 in the business simulation to compete in the wine industry in an creative, intensive and collaborative environmentSurvived 200+ international students to gain insights about Gen Z perceptions of the wine industry and the existing value propositionsDrafted and refined the marketing strategy framework focusing on sustainable and carbon-neutral viticulture and viniculture; Applied the strategy and launched a simulated social media campaign targeting Gen Z users, resulting in 500+ reposts in 3 days

Selected Project 1: Carbon Credit Market ResearchInitiated and led an intern project to expand the firm coverage into the Carbon Credit market, leveraging Python data analytics, client sourcing, and expert interviews; resulted in the firm directly engaging with a publicly traded client for further collaborationConducted primary market research on Carbon Credit market in China using Porter’s Five Forces framework on 10+ key entities in Carbon Credit generation and consumption, leading to a 12 page report outlining 4 expansion strategies for carbon neutral companiesConstructed a bottom-up Excel model to quantify the Net-Zero costs for major high-tech clients if the policy limiting carbon emission in high-performance computing is enforced, concluding that edge and cloud computing companies may face significant headwindSelected Project 2: Transportation Carbon Footprint RatingLed a comprehensive review on carbon neutrality initiatives within the Transit-Oriented Developments (TOD) project, identifying and refining 5 numerical sustainability benchmarks within 3 urban and rural transportation verticals globallyDeveloped and implemented an internal standardized assessment protocol to measure carbon footprint and associated costs across multiple TOD sites, creating a generic framework for consultants to refer to in future projects

Conducted a comprehensive study on the dual effects of commercial advertising and corporate marketing strategies on preschool-aged children, involving a nuanced discussion on the developmental implications in selected industry including confectionery and toysLeveraged insights from preeminent psychologists and educators to underpin the analysis, complemented by field research at family-centric venues for grounded, authentic data collection; published a 3-page research paper with 30+ primary data points