Business Student · Marketer · Problem Solver
I'm a senior business and marketing student interested in how brands grow, connect with customers, and turn ideas into measurable results. I am interested in roles in areas such as brand marketing, customer growth strategy, digital marketing, and marketing analytics.
I believe the best way to build a career is to create value before you're asked.
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I'm a first-generation college student from the Chicago area with a passion for marketing, business strategy, and entrepreneurship.
My interest in business started early. Growing up, I was always curious about why people chose one product, restaurant, or brand over another. But it really clicked one summer in high school when I shadowed my uncle on a business trip and watched him prepare for a client meeting. I remember being fascinated by how much thought went into understanding the customer, framing the right message, and ultimately earning someone's trust. I realized business wasn't just about selling something—it was about understanding people.
Momentum Fitness is a Midwest fitness company operating 18 locations across Illinois, Indiana, and Wisconsin.
Momentum wanted to increase membership among consumers ages 18–24. Despite strong awareness among older customers, the company struggled to connect with Gen Z and convert student interest into paid memberships.
"How could Momentum Fitness attract and convert more Gen Z customers without relying on aggressive discounting?"
Analyzed Gen Z fitness trends, competitor positioning, social media engagement, and student buying behavior. Reviewed the messaging and digital presence of six competing fitness brands.
Momentum was marketing access to a gym. Gen Z customers were looking for community, identity, flexibility, and shared experiences.
Created Momentum Circles — a student ambassador and micro-community growth strategy built around campus-based fitness groups. Campus ambassadors, interest-based workout communities, student-created social content, 30-day team challenges, referral incentives, and local campus partnerships.
Built a 90-day pilot strategy targeting three Chicago-area college campuses: target personas, competitive positioning, ambassador recruitment, sample social campaign, 90-day rollout, and a KPI measurement dashboard.
My recommendation was to reposition Momentum's Gen Z acquisition strategy around belonging rather than access. Instead of asking students to join a gym, Momentum would invite them to join a circle of people working toward something together.
Research into customer motivations, behaviors, and barriers.
Analysis of six fitness brands competing for Gen Z attention.
A complete customer acquisition and community-building concept.
A phased launch strategy for three college campuses.
Sample messaging, social content, and ambassador activation ideas.
A measurement framework for evaluating acquisition and conversion.
"The biggest shift for me was realizing that solving a business problem isn't about having the most creative idea. It's about understanding the customer deeply enough to identify the right problem."
This project pushed me to move beyond classroom theory and think like someone responsible for an actual business outcome.
I learned how to:
Supported digital marketing and customer engagement initiatives for a growing consumer services company.
Worked alongside the business development team supporting market research and prospecting initiatives.
"David brought real structure to our campaign data. He turned messy performance reports into clear, actionable insights we used to adjust spend and messaging."
"He built clean prospect lists, asked smart questions, and followed through. His research saved our team hours each week and made outreach more effective."
"David didn't just recommend tactics; he reframed the problem. His Gen Z acquisition plan was sharp, practical, and ready to launch."
I help lead a 75+ member student organization focused on connecting students with marketing professionals and career opportunities.
Helped launch a Marketing Career Night connecting students with professionals across marketing, advertising, and consumer brands.
During my sophomore year, I began helping local businesses improve their social media presence. What started as a project for one neighborhood restaurant grew through referrals.
Through DW Social, I've learned how to find clients, understand customer needs, communicate value, manage expectations, and deliver work people are willing to pay for.
In high school, I volunteered with two Chicago-area community organizations focused on youth development and food insecurity.
Those experiences taught me that leadership isn't always about having a title. Sometimes it's about showing up consistently and doing the work that needs to be done.
Supported food packing and neighborhood distribution initiatives serving Chicago-area families.
Supported weekend youth programming and community events for middle school students.
Sports have been a consistent part of my life. I play intramural basketball and train regularly.
Competition has shaped how I approach my work: prepare seriously, respond to setbacks, and keep improving.
I'm interested in opportunities at the intersection of marketing, brand strategy, customer growth, and technology. I'm especially drawn to teams where young professionals are trusted to contribute, solve problems, and grow quickly. I've spent the last few years following one question: what makes people connect with an idea, a brand, or a business? Now I'm ready to take everything I've learned—and help create the kind of growth companies can see, feel, and measure.