Robbie Andrews
MARKETING
STRATEGIST
MARKETING
STRATEGIST
MARKETING
STRATEGIST
LET'S MAKE A MEANINGFUL IMPACT
LET'S MAKE A MEANINGFUL IMPACT
LET'S MAKE A MEANINGFUL IMPACT
I developed a refreshed brand voice, persona-driven storytelling, and a cross-platform social content calendar rooted in Gen Z preferences for Cali Squeeze. The campaign emphasized lifestyle aesthetics and minimal product placement to make the brand feel more like an experience than a beverage. The strategy is focused on TikTok, Instagram, and UGC engagement to build long-term brand affinity and social traction.
Cali Squeeze
1
This campaign delivered a full-funnel digital marketing strategy designed to position Lyft as the preferred choice among college students. Our team developed social media concepts, blog content, email flows, SEO recommendations, and influencer activations aligned with Gen Z values and online behavior. The final approach emphasized lifestyle storytelling, community engagement, and culturally relevant touchpoints.
Lyft
2
This commercial pitch reimagined Uber Reserve as a luxury lifestyle experience, transforming pre-scheduled rides into serene escapes. Inspired by The White Lotus, the campaign contrasted chaos and calm to highlight Uber Reserve’s reliability, supported by high-concept casting, refined cinematography, and elegant storytelling. I directed every element of the tone, visuals, and emotional pacing to position Uber Reserve as more than a feature, but a sanctuary in motion.
Uber Reserve
3
This brand strategy presentation analyzed The North Face’s position across performance, fashion, and sustainability segments and identified growth opportunities within streetwear and direct-to-consumer markets. I proposed campaign concepts like "City to Summit" and "Regear the Planet" to strengthen cultural relevance and circularity. The work balanced competitive analysis, consumer psychology, and brand storytelling to guide future-facing brand evolution.
The North Face
4
I am a senior majoring in Communication at the University of Southern California with minors in Marketing and the Entertainment Industry. As a versatile professional, I specialize in strategic branding, digital media, and advertising, bringing a dynamic approach to every project. Passionate about fostering connections, I thrive in diverse industries and enjoy engaging with projects that make a meaningful impact.
