Sarelle.

Creative strategist · Content creator · Visual artist

SarelleAlcantara

I turn consumer insight into brand strategy, campaign ideas, and social-first stories people want to enter.

Enter selected work View résumé
Editorial thumbnail for the Jolene Jolene integrated campaign 01 Integrated campaign Editorial thumbnail for the Skin Fit by Tower 28 brand innovation project 02 Brand innovation Editorial thumbnail for the No Scrubs Zone experiential campaign 03 Experiential concept
Brooklyn, New York M.S. Integrated Marketing · NYU Strategy × Creative Direction
Brand strategy ✦ Integrated campaigns ✦ Creative direction ✦ Consumer insight ✦ Experiential ✦ Visual storytelling ✦

01 / Selected work

The thinking,
then the making.

Selected academic concepts and collaborative projects. Contributions are called out where applicable.

Put Her On campaign print advertisement for Jolene Jolene Video storyboard for the Put Her On campaign
Integrated campaignTeam project · 2026

Jolene Jolene:
Put Her On

A grand-opening platform for Atlanta’s first women’s sports bar—built from one truth: fans are done asking for the game to be put on.

My roleStrategy + creative development
Core skillsResearch synthesis · Integrated campaign
OutputsBrief · Print · Storyboard · Experience
The challenge
Move women’s sports from the side screen to the center of culture, while driving awareness, trial, and repeat visits.
The research
Qualitative interviews with young consumers surfaced four attendance drivers: community, psychological safety, affordability, and a social experience that works even for casual fans.
The insight
Fans do not need another bar that occasionally shows women’s sports. They need a space where their fandom never has to be justified.
The strategy
Position Jolene Jolene as Atlanta’s welcoming “home court”—a third space where women’s sports are always the main event.
The big idea
“Put Her On” is both a literal guarantee to show the game and a cultural call to give women athletes the visibility they deserve.
My contribution
Creative brief, print concept, video storyboard, experiential activation, social and digital executions, and budget strategy.
Proposed success measures

Grand-opening awareness, game-night occupancy, repeat visitation, campaign engagement, and earned social conversation.

View campaign deck Read the brief
Brand innovationTeam project · 2026

Skin Fit
by Tower 28

A performance-beauty sub-brand for active consumers with sensitive skin—designed to move through sweat, heat, and real life.

My roleStrategy + measurement planning
Core skillsWhitespace analysis · Positioning
OutputsSub-brand · Product line · Launch plan
The problem
Traditional makeup breaks down through sweat and friction, while many performance claims overlook sensitive skin.
The market signal
Fitness culture, low-effort beauty, and growing attention to skin health are converging around a new use case: beauty that moves.
The whitespace
Long-wear makeup owns durability. Clean beauty owns comfort. No clear player owns performance beauty designed around active lifestyles.
The audience tension
Active consumers want to look put-together through a workout and the rest of their day—but do not want performance at the expense of their skin.
The positioning
Skin Fit gives active, sensitive-skin consumers a breathable routine that moves through sweat, heat, and everyday transitions.
The system
Three portable products supported by fitness partnerships, athlete creators, PR seeding, retail sampling, and direct-to-consumer bundles.
My contribution
Developed measurable launch objectives and implementation controls connecting awareness, customer acquisition, sales, and product trial.
Proposed year-one targets

800K–1M people reached, 40K new customers, and a 15–20% sampling conversion rate.

View brand concept
Market analysis showing the growth of fitness culture, low-effort beauty, and frustration with makeup during activity
01Market shift
Competitive landscape showing the whitespace for performance beauty designed around active lifestyles
02Category gap
Skin Fit product line with Motion Tint SPF 30, Active Barrier Mist, and Heat Flush Stick
03Product solution
Consumer researchTeam study · 108 respondents

SHEIN:
The value–values gap

A mixed-method study explored why Gen Z shoppers continue buying from SHEIN despite ethical concerns—and found that what consumers believe and what drives the cart are not always the same.

My roleResearch + insight synthesis
MethodFocus group · Survey · 108 responses
OutputsAnalysis · Strategic messaging
The question
Why do shoppers keep purchasing from SHEIN, and what changes could strengthen confidence and loyalty?
The method
An in-person focus group paired with a quantitative survey of 108 primarily Gen Z respondents.
The insight
Ethical concerns exist, but affordability and perceived value outweigh them at the point of purchase. Quality is the more immediate brand lever.
The decision
Prioritize quality as the immediate perception lever, keep affordability central, and support ethical claims with specific proof rather than vague sustainability language.
My contribution
Helped shape the research, analyzed the survey results, and translated quantitative patterns and focus-group feedback into a clear strategic recommendation.
View research study

What 108 shoppers told us

79.8%purchased from SHEIN in the past six months
62.6%buy eight or more items per order
56.6%rarely consider labor or environmental impact
54.2%say better quality would most improve perception
Synthesized insight

Price gets shoppers in. Acceptable quality keeps the tradeoff feeling worth it.

Academic mixed-method research project. Findings reflect a convenience sample and are directional rather than nationally representative.

No Scrubs Zone experiential campaign cover for Scrub Daddy Scrub Race Challenge activation concept
Experiential marketingConcept project · 2026

Scrub Daddy:
No Scrubs Zone

A cleaning task becomes a competitive pop-up: fast, playful, tactile, and impossible to experience passively.

My roleConcept + experience design
Core skillsExperiential strategy · Trial design
OutputsPop-up journey · Activation deck
The challenge
Turn product demonstration into an experience people would actively choose—not another passive cleaning sample.
The audience
Social-first shoppers who enjoy playful competition, practical product discovery, and experiences worth sharing.
The insight
Cleaning performance is easier to believe when people can feel the difference themselves—and more memorable when the proof becomes a game.
The strategy
Translate a functional household product into trial, education, social content, and brand affection through friendly competition.
The experience
Guests enter the No Scrubs Zone, race the clock, compare products, spin for prizes, and leave with a shareable result and a product story.
My contribution
Developed the core concept, participant journey, branded touchpoints, and activation presentation.
Proposed success measures

Foot traffic, completed product trials, dwell time, opt-ins, samples redeemed, social posts, and post-event purchase intent.

View experience deck
Spotify customer journey map from discovery to loyalty
01 / Journey mapOpen full size ↗
Three Spotify customer journey insights connecting engagement, premium value, retention, and revenue
02 / Strategic insightsOpen full size ↗
Digital strategyTeam project · 2026

Spotify: from discovery to loyalty

My roleJourney mapping + insight synthesis
Core skillsLifecycle strategy · Retention
OutputsJourney map · Strategic insights
The challenge
Move users from discovery and free listening toward deeper engagement, Premium conversion, and long-term loyalty.
The journey insight
Spotify’s path is a loop, not a funnel: more listening creates more data, stronger personalization, better recommendations, and another reason to return.
The strategic choice
Use high-intent moments—skip limits, ads, offline access attempts, and personalized recommendations—to make Premium value tangible.
My contribution
Mapped the customer journey and synthesized the relationship between engagement, free-tier friction, conversion, retention, and revenue.
Proposed measurement

Engagement depth, free-to-Premium conversion, churn, lifetime value, and time spent.

View the full strategy

02 / Creative practice

The artist is
always in the room.

Drawing is how I learned to notice. It still shapes the way I think about character, mood, composition, and what makes an image stick.

Couture studyShort-form edit
Character studyProcess video
Self portraitSocial-first video
Halftone illustration of two people on a bench overlooking the Brooklyn Bridge and Manhattan skyline
If This Were MineDigital illustration
Halftone sunset illustration of two people seated by the water
Before the Sun SetsDigital illustration

03 / About

Portrait of Sarelle Alcantara
Sarelle Alcantara · Brooklyn, NY

I care about the why behind what people feel, buy, share, and remember.

I’m Sarelle Alcantara, a Brooklyn-based creative strategist and artist currently earning my M.S. in Integrated Marketing at NYU. My background in psychology and sociology taught me to look closely at people; art taught me how to turn what I notice into a point of view.

I’m building toward creative direction in beauty, fashion, lifestyle, and culture—where strategy is not a separate document, but the reason the creative lands. I’m especially interested in roles that connect consumer behavior, campaign thinking, content, and visual storytelling.

Brand positioningCampaign platformsConsumer insightCreative briefsExperiential conceptsJourney mappingVisual storytellingShort-form contentVideo editingPresentation design

04 / Contact

Let’s make something
people remember.

Open to internships, collaborations, and early-career opportunities in creative strategy, brand, and integrated marketing.

Emailsarellejalcantara@gmail.com Phone347-481-9531 LinkedInSarelle Alcantara RésuméView or download Art Instagram@by.sarelle TikTok@bysarelle