Alina Pochynok

Coordinated with 3 groupmates and liaised with McVitie’s product decision-makers to align the pitch direction for a live brief, resulting in a fluent English pitch deck supported by a Canva/PowerPoint presentation and stakeholder sign-off. Adapted the brand story for a Gen Z audience using triangulated quantitative and qualitative research. Produced creative video ad concepts and built the digital component of an integrated campaign across social media, display, and SEO. Conducted audience analysis to identify an engagement gap and proposed a habit-formation campaign mechanic, including the central hook “Rules Are for Biscuits.”

Analyzed FigFinder’s customer UX to identify friction points and produced a prioritized set of improvement recommendations to strengthen marketing effectiveness. Combined quantitative surveys and qualitative interviews to uncover underlying product and positioning problems, translating findings into actionable, marketing-relevant insights with strong analytical rigour.

Collaborated with 5 teachers across hiring and ongoing communication to keep service delivery consistent as the school scaled. Created text and video content for Instagram, TikTok, and Threads, growing from 0 to 200+ followers in 6 months. Managed end-to-end workflow and communication between clients and teachers, proactively removing bottlenecks to improve retention and student outcomes. Handled budgeting, payroll, and course pricing calculations using advanced Excel and Google Sheets formulas. Managed digital marketing in Meta Business Suite, scheduling and monitoring organic performance across platforms.