Hello, I’m Paolo.
A creative marketer that uses data to turn ideas into campaigns that convert.
🎓 B.A. in Business Economics @ UC Irvine ‘26
💼 Marketing Intern @ Redwood Services — lifecycle campaign analysis
📈 670K+ views and 10K+ in revenue across paid & organic campaigns
🛹 Sponsored athlete @ Loaded Boards — creative direction + paid social
🎇 Performed for 20,000+ people at the 2025 Chingay Parade
Snapshot:
Automated Email Campaign Audit
Redwood Services // Data Analysis // Excel, ServiceTitan, Monday.com // July 2026
176 campaigns audited
14 Partner Brands
50%+ coverage gap identified in a specific journey type
The Brief
Redwood Services’s Lifecycle team was running automated email journeys – cross-sells, aged-equipment offers, membership upsells – across 14 home services partner brands on ServiceTitan Marketing Pro, but had no consolidated view of what existed where. Some brands had rich journey coverage, others had gaps that hadn’t been mapped. This project aims to audit every live automated campaign and produce one clear picture of what’s working, what’s missing and what’s worth scaling.
The Approach
Rather than forcing every campaign into a fixed taxonomy, the team built a categorization framework as more email journeys were captured – confirming new trigger categories like Customer Win-Back, Membership Expiration, and Open Estimates Follow Up. Each campaign was logged on two axes (who the customer is and what triggers the send) and paired with year-to-date performance metrics. AI-assisted classification lets the team process all 176 campaigns rather than manual judgement calls.
The Results
The journey-type heatmap revealed uneven coverage across the network. One journey (existing members) was fully built out at less than half of partner locations. A corresponding partner and trigger type heatmap was scaled out to identify gaps in email type. The fixed effects regression, which controlled for partner and personalization simultaneously, found that open rates declined significantly by 4.3% (p<0.001) from touch 1 to 2 that held constant through touches 3 and 4, pointing to send-sequence fatigue as a reliable driver of engagement.
The Takeaway
Creating a standardized system for automated email documentation lets the lifecycle team benchmark every partner on equal footing for the first time. The true benefit is that the approach is repeatable and can add new partner journeys through the same living structure. My analysis identified misleading variables of interest (ex:using first names in subject lines) on open rates. In the future, I would conduct proper A/B testing as a more reliable path forward.
2025 Black Friday Campaign
Loaded Boards // Paid Social // Instagram & Facebook // Nov 2025
35K+ impressions across Meta platforms
~50 boards sold in one week
$10,000+ in revenue generated
The Brief
Loaded Boards needed a paid social campaign to drive Black Friday sales for 4 longboards: the Mata Hari, Basalt Tesseract, Symtail, and Omakase. All boards were priced up to 43% off. The target audience was both the existing customer base and new younger buyers. The directive was simple: keep it clean, romanticize the product, and position Loaded as both premium yet accessible.
The Approach
Working with the brand lead, I developed a black-and-white visual concept with the boards' blue wheels as the only color element, highlighting the product detail that unified all 4 boards in the campaign. Inspired by fast-cut downhill skating and high-fashion editorial content, I handled the entire creative pipeline, all within a 4-week window.
The Results
The campaign reached over 35,000 impressions across Instagram and Facebook over a 3-day period. By stripping the visual down to black and white, the 4 boards became unified under one premium visual aesthetic. Loaded sold approximately 50 boards within a week, generating an estimated $10,000 in revenue.
The Takeaway
As a young ambassador of the sport, I know the aesthetic language of the global community. This generation gravitates towards content that feels cinematic and premium, and the b&w concept speaks to that directly.
UCI Design-a-thon
Design at UCI // Event Marketing // Instagram // April 2026
200K+ views over 90 days
1350+ attendees at the event
250+ projects submitted
The Brief
UCI Design-A-Thon is the largest student-run design hackathon in California, where student teams compete to design, prototype and present UI/UX solutions in Figma to industry judges from companies like Amazon, Netflix, Apple, Meta, and Nike. With the theme "Lost & Found," the event needed a marketing campaign that could target college students across 43 universities and drive participation at scale.
The Approach
As Marketing Coordinator, I led a 4-person marketing committee through a 90-day Instagram campaign. I directed the creative and branding team on content direction, managed the posting schedule, and coordinated deadlines across the committee to ensure consistent delivery throughout the campaign window.
The Results
Over the 90-day campaign period, the Instagram account generated over 200,000 views, reached more than 32,000 accounts, and grew its follower count by over 40% — contributing to 1,350+ attendees and 250+ projects submitted at the event. By the end of the campaign, our committee published 51 posts, an increase from last year’s 33.
The Takeaway
Organizational structure drove our success. By having a concrete content calendar and intentionally delegating marketing tasks, every committee member could hone their personal skills: whether that be in trend identification, video editing or campus outreach. This structure allowed us to move faster and create more without sacrificing quality.
partners:
