I also contributed to internal brand transition efforts, including supporting the office move and ensuring that outdated branding materials were removed. I helped coordinate the rollout of new branded merchandise and marketing materials, aligning the physical workspace with the company’s updated identity as part of a broader push to reinforce the rebrand. This involved tracking inventory, coordinating orders, and making sure all visual touchpoints consistently reflected the new brand.
Beyond logistics, I gained valuable exposure to day to day operations within a corporate environment. Working in an office setting allowed me to observe how teams collaborate, communicate, and execute projects across functions. I regularly interacted with different departments, learning how marketing, sales, and R&D align their efforts to support larger business goals. This experience strengthened my professionalism, attention to detail, and ability to contribute in a structured, fast paced work environment, while giving me a clearer understanding of workplace culture and expectations.
During my time as a marketing intern with Reebok, I worked on a project supporting the rebrand of Reebok India with a primary focus on research and early stage ideation.
I conducted situation analysis by exploring market trends, audience behavior, and the competitive landscape, using these insights to inform strategic direction. Building on this foundation, I contributed to campaign ideation, helping shape concepts that aligned with the brand’s positioning while remaining relevant to the cultural and consumer context of the Indian market.
Due to confidentiality agreements, I am unable to share specific campaign details. However, my work included exploring how different media channels could be leveraged to effectively reach and engage target audiences, and thinking through how integrated campaigns could come to life across platforms. This experience strengthened my ability to move from research to insight to idea, and reinforced how thoughtful strategy drives impactful creative execution.
Campaign #1: Adulting with iCover
My first series at iCover was “Adulting with iCover,” where I focused on priming a new target audience, Gen Z, on why they should care about adulting and insurance. The goal was to introduce these ideas early, helping young adults understand what they should start thinking about as they begin navigating independence and financial responsibility.
The approach leaned into subtle marketing rather than direct promotion. Instead of pushing insurance products, the campaign centered on relatable “adulting” moments to build awareness and relevance. By meeting Gen Z where they are and speaking their language, the campaign positioned iCover as a helpful, approachable resource during a stage of life that often feels overwhelming.
Campaign #2: Would You Survive?
AHOU Conference
The second series, “Would You Survive?”, built on this foundation by reinforcing the challenges of making real adult decisions. It introduced a more thought provoking angle, encouraging the audience to reflect on how prepared they are to handle unexpected situations that come with independence.
While still maintaining a subtle and engaging tone, this campaign began to more intentionally incorporate life insurance into the conversation. I was actively involved in scripting, shooting, and editing the content, helping bring these ideas to life in a way that felt authentic and relatable to a Gen Z audience.
By framing insurance within real, sometimes high stakes scenarios, the campaign made the concept more relevant, gradually shifting from awareness to consideration without losing the approachable voice established in the first campaign.
Campaign 3: Stranger Things Meets Insurance
The third series, “Stranger Things Meets Insurance,” took a more creative and entertainment driven approach by drawing inspiration from the tone and storytelling style of Stranger Things. The goal was to capture attention through familiar pop culture elements while continuing to reinforce the importance of being prepared for the unexpected.
I was involved in scripting, shooting, and editing this series, helping translate the concept into engaging, short form content that resonated with a Gen Z audience. By blending suspense and humor with real life scenarios, the series made conversations around life insurance feel more approachable and memorable, while still aligning with the broader strategy of gradually introducing financial responsibility.
AHOU Conference at California
I represented iCover at the Association of Home Office Underwriters Conference (AHOU) in California, where I attended alongside CEO Nicole Mwesigwa. At the conference, I independently managed the company’s presence on the floor, taking ownership of setting up and running the booth, engaging with industry professionals, and clearly communicating iCover’s offerings. The experience pushed me to be proactive, initiate conversations, and confidently represent the brand in a high energy, professional environment.
Beyond managing the booth, I focused on building meaningful connections and identifying potential business opportunities. Through direct outreach and conversations, I helped generate new leads and contributed to securing new client accounts. This experience strengthened my ability to network, pitch ideas in real time, and navigate a fast paced, client facing environment within the insurance and underwriting industry.
During my time with NOVUS International, I supported the team through a broader rebranding effort, contributing to both strategic thinking and content development. I frequently worked on projects within the dairy segment, helping translate technical information into more accessible and engaging messaging that aligned with the brand’s evolving identity.
My most significant project involved supporting the research and launch of the COWS program. This required in depth research into farm operations, cow health, and industry challenges to fully understand the value of the service. I collaborated closely with R&D teams to evaluate the program’s potential impact, ensuring that our communication and positioning were grounded in both scientific insight and real world applicability. This experience strengthened my ability to bridge technical knowledge with marketing strategy and work cross functionally across teams.
I also developed hands on experience with Salesforce and other CRM tools over the course of eight months. My work involved understanding how B2B social media platforms connect directly to business outcomes, along with gaining exposure to PR platforms and how they support brand communication and industry positioning.
I frequently used Excel for planning and coordination, particularly in preparation for the International Production & Processing Expo. I supported the team in organizing booth logistics, ensuring that marketing assets were designed, ordered, and delivered on time, and that the overall presentation aligned with brand standards. This experience strengthened my ability to manage operational details while contributing to broader marketing and branding efforts.
