Olivia Mao

◦ Supported +120 case teams’ primary research across Consumer and TMT, managing 10-20 active quant studies workstreams/week (B2B and B2C; typically 20min LOI) and synthesizing findings and open-ends into slide-ready insights and implications for case team recommendations ◦ Led bidding and negotiations with +15 sampling and programming partners across $20K-$100K studies, delivering ~10% CPC savings, 95% on-time fieldwork, and <15% QC removals through tighter screeners, quotas, and validation checks ◦ Owned feasibility and incidence-rate checks for niche targets (e.g., small fragrance brand, branded supplements, anime platforms), returning multi-country sample plans in <24 hours to support proposal efforts and de-risk fieldwork assumptions

◦ Built a Go-To-Market plan for Kroger’s Ready 4 Delivery (Uber Eats/DoorDash) across Sushi and Floral business verticals, developing a scenario forecast targeting ~15% YoY sales uplift aligned to Kroger’s $5B e-commerce goal (2029) ◦ Analyzed +6,000 survey responses, built 5 segments via factor and cluster analysis, and delivered 2 personas per vertical, highlighting purchase occasions and channel-choice drivers to guide targeting and repositioning strategy ◦ Delivered the program’s 1st customer journey audit, mapping funnel stages and 6 key digital touchpoints to inform full-funnel messaging and channel optimization

◦ Increased One Earth Film Festival’s ticket revenue 26% during Earth Month (4 weeks) YoY by repositioning the festival as an environmental activism-forward platform and executing a full-funnel strategy (awareness to consideration to purchase) targeting young eco-conscious audiences in Chicagoland ◦ Drove 378% impression growth and 112% CTR lift through multi-channel campaign activation across paid social (IG/FB/YouTube), email, and search, applying creative diagnostics to refine value props, hooks, and CTAs by audience ◦ Managed post-festival analysis, surfacing 2 audience insights that shifted content strategy toward storytelling and strengthened post-event engagement tied to activism initiatives

◦ Generated +1,000 film submissions with 36% outreach reply rate across +400 professionals, university clubs, and non-profits, increasing submission rate from 23% to 31% ◦ Built and managed an omnichannel social strategy (organic + paid across IG/TikTok/FB/YouTube/LinkedIn), tracking performance KPIs (video completion rate, conversion, CPA) and iterating creative/messaging to improve engagement and conversion ◦ Launched and optimized a TikTok short-film contest targeting ages 10-25, using A/B testing and real-time performance signals to refine creatives and targeting, resulting in +140% reach growth and +35% engagement lift

◦ Identified 5 key factors affecting e-commerce performance for 4 shampoo lines (Dove, Clear, Lux, and Hazeline) by conducting a sales data analysis and a category benchmarking ◦ Reached a +16% increase in online customer engagement through a coupon and gamification strategy, enhancing the e-commerce shopping experience

Program Concentrations: • Brand Strategy and Management • Media Insights, Strategy and Planning • Data Analytics and Insights

Summa Cum Laude