Selected Work
Projects & Case Studies
A selection of marketing projects, research and campaign work spanning qualitative research, multi-channel campaigns and gaming strategy.
MSc Dissertation · University of Sussex
Digital Marketing's Impact on Turkish Airlines
An in-depth qualitative research study examining how digital marketing tools influence customer purchasing behaviour in the aviation sector, validated through the Technology Acceptance Model (TAM).
Challenge
Academic literature on digital marketing's impact in the service sector was limited. The challenge was to design a rigorous qualitative study that could measure how Turkish Airlines' digital touchpoints genuinely shaped real customer decisions.
Approach
Conducted 12 semi-structured Zoom interviews (~30 min each) using interpretivist philosophy and inductive coding. Applied Braun & Clarke's 6-stage thematic analysis, reducing 21 first-order codes into 3 core themes. Validated against the TAM framework (Davis, 1989).
Results
100%
rated the app & website user-friendly
91%
confirmed digital marketing influenced purchases
75%
Miles & Smiles loyalty drove behaviour
66%
social media affected travel decisions
Tools:
Interpretivism · Inductive Coding · Thematic Analysis · TAM Framework · Zoom Interviews
Non-Profit · Multi-Channel Campaign · Brighton, UK
The Borgen Project — Media Outreach Strategy
An 8-week media outreach and fundraising campaign for a global non-profit, combining physical community activation with a digital-first strategy across Brighton and Hove.
Challenge
The Borgen Project needed to raise awareness of ODA and global poverty among students and local communities in Brighton — an audience with low prior engagement on international policy issues — on a very limited budget.
Approach
Designed an 8-week dual-track campaign: physical outreach at Jubilee Library, Churchill Square and North Laine cafés, plus digital activation across Instagram, LinkedIn, WhatsApp and Discord university groups. Key message: 'Only 7 emails can pass a bill.' Weekly activation progressed from education to community engagement to peer-led influencer outreach.
Results
£430
raised through the fundraising campaign
6,000+
social media engagements generated
5,000+
people reached via posters and flyers
102
MPs contacted through campaign activation
Tools:
Instagram · LinkedIn · Twitter · Canva · Community Outreach · Email Marketing · Campaign Planning
Gaming · Football · Influencer Marketing
Goal4Glory — Campaign Strategy
A concept-to-execution marketing strategy for a football-meets-gaming platform, designed to drive user acquisition and community growth through platform-specific content and influencer activation.
Challenge
Goal4Glory needed to break into a crowded gaming and football content market and build an engaged community from scratch. The challenge was to identify the right audience overlap between football fans and gaming culture without feeling like generic sports marketing.
Approach
Developed a multi-platform strategy centred on #PLAY4GLORY with tailored content for YouTube, TikTok and Instagram. Mapped a 3-tier influencer model across macro football creators, mid-tier gaming streamers and micro community accounts. Built a content calendar with match-day activation, UGC challenges and a community tournament mechanic.
Results
#PLAY4GLORY
campaign hashtag and community mechanic
3-tier
influencer strategy across macro, mid and micro
UGC-first
content strategy to drive organic sharing
Tools:
Influencer Mapping · Content Strategy · Social Media Planning · Community Building · Hashtag Strategy