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Projects!

These projects highlight the marketing, research, and strategic thinking skills I’ve developed through my coursework at the University of San Diego’s Knauss School of Business. From digital campaigns to consumer behavior research, each project reflects my passion for creativity, collaboration, and problem solving.

Tatum on her teammates back

Crumbl Cookies Social Media Strategy 

Developed a multi-platform social media strategy for Crumbl Cookies focused on increasing brand awareness, engagement, and app conversions. The project included SWOT analysis, campaign development, content strategy, and interactive marketing concepts designed to strengthen community engagement and brand loyalty.

Marketing presentation slide featuring Crumbl branding, social media strategy concepts, and consumer engagement campaign visuals.

USD CAS Google Ads Campaign

Collaborated with the University of San Diego College of Arts and Sciences marketing team to develop and optimize a multi-round Google Ads campaign focused on career readiness and undecided majors. Through keyword research, audience targeting, and strategic messaging, the campaign improved engagement performance while repositioning liberal arts education around discovery, flexibility, and career outcomes.​​

Winning Google Ads campaign presentation slide showcasing keyword strategy, audience targeting, and digital advertising analysis for a university branding initiative.

PB Run Club Ethnography Study

Conducted an ethnographic research study analyzing community engagement, consumer behavior, and social interaction within the Pacific Beach Run Club. Through participant observation, interviews, and behavioral analysis, the project explored how fitness communities build connection, brand loyalty, and long-term engagement through shared experiences and recurring rituals.

PB Run Club ethnography project highlighting community-driven marketing, consumer behavior, and the social connections created through group fitness culture.
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