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Edith's Portfolio
Welcome!
Welcome to my portfolio, where I offer a glimpse into my extensive marketing career. While I'm eager to share more about my experiences, I must maintain the confidentiality of certain projects and clients. Nevertheless, I've endeavored to showcase a comprehensive overview of my achievements and capabilities to the best of my ability.
Driving Results with Leading Companies
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Baker's %
Senior Brand Manager
E-Commerce Food Delivery with Talabat
Led the Talabat food delivery service campaign.
Social Media Layout Design & Increase Followers
The CEO drew inspiration from the Instagram aesthetics of another bakery on the left. Therefore, I curated a collection of images and video content that mirrored the same ambiance and style. I captured all the images and videos myself. In addition to any new products introduced, I worked with a local photographer in Kuwait to capture what I was looking for.
Final Logo Design
Logo Concepts vs Final Product
I had the incredible opportunity to be part of the company's inception. Armed with the company's name, I embarked on the journey of conceptualizing logo designs, and this is how the logo came to life. Created first on CANVA and then in Adobe Illustrator.
Special Discount
Advertised discounts to reach customers within a 5-mile radius.
Promotional Deal
After conducting thorough research, I observed a substantial population of students and employees within a 5-mile radius of our location. To attract a larger customer base, I implemented a Lunch Special Promotion Campaign. The campaign aimed not only to boost sales but also to foster customer loyalty. My primary goal was to convey to our customers that we are committed to offering affordable prices and ensuring accessibility to everyone.
Paid Advertisement
Utilized social media paid advertising to boost both product visibility and location awareness.
KERN Agency
Account Executive
Email Marketing
I spearheaded project management, led layout design, and collaborated closely with my team of graphic designers to bring HBO Max's client creative vision to fruition. Additionally, I managed all logistical aspects, obtained necessary legal approvals, and secured stakeholder support for these impactful email blasts.
Website Advertisements
I successfully led the AT&T Bookful Campaign, collaborating with designers, stakeholders, legal teams, and copywriters to effectively convey the campaign's primary goal of promoting application awareness.
FPC
As the key communicator for Front Page Communicator's (FPC) to AT&T wireless plan customers, I took charge of leading all HBO Max FPC campaigns for AT&T. I collaborated closely with my team of copywriters, graphic designers, and legal experts to effectively convey the client's campaign objectives.
Metrolink
Marketing Associate
SoCal Explorer Loyalty Program Campaign
I co-led Metrolink's Loyalty Program, implementing a comprehensive marketing strategy that encompassed email campaigns, dedicated website pages, both paid and organic social media initiatives, Email, Local partnerships, Mobile in-app advertisements, as well as a strategic press release.
SoCal Explorer Loyalty Program
Contributed significantly to content creation and image selection for our loyalty program. Additionally, on a weekly basis, meticulously tracked subscriber growth and presented the data to the CEO for ongoing progress monitoring.
Board of Trustees Department Presentation
I spearheaded the creation and delivery of a comprehensive presentation to the previous CEO, Stephanie Wiggins for the Board of Trustees, outlining Metrolink's Department Duties & Responsibilities. The primary goal was to provide both new and existing trustees with a deep understanding of each department's responsibilities, allowing them to become well-acquainted with the agency's operations. This presentation was meticulously prepared over a period of approximately one month, owing to the substantial volume of information and data gathered.
$10 Weekend Day Pass Campaign Postcard
$10 Weekend Day Pass Campaign
I played a pivotal role in co-leading the $10 Weekend Pass Campaign, strategically designed to boost ridership by showcasing popular Los Angeles attractions and destinations to potential riders. Additionally, I took the initiative to raise awareness within the UCR community about Metrolink's two local stations in Downtown Riverside and Riverside Hunter Park, along with the convenient bus routes connecting these stations to the UCR campus. As well as a compelling 25% discount for students upon presentation of their student IDs. Communication channels used; Social Media, Paid Search, Direct Mail, Metrolink's website homepage feature tile and blog.
San Bernardino Line Friday Late Night Train Campaign
I had a key role in co-leading a campaign focused on promoting the recently launched late-night trains on the SB line for Fridays. Our objective was to enhance the Friday and Saturday night commuting experience, ensuring it was stress-free for passengers. We achieved this by highlighting the revised timetables that included expanded service days and extended hours. The campaign utilized multiple communication channels, including social media, paid social advertising, direct mail, a dedicated blog post, and featuring prominently on the website homepage.
Ridership Performance Analysis
I meticulously gathered ridership data, a fundamental step in assessing and comparing ridership increases. This data served as a pivotal tool in our strategic decision-making process, enabling us to pinpoint areas requiring additional marketing efforts to effectively boost ridership.
Orange County Transportation Authority
Senior Marketing Specialist
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"Your Route to Well-Being"
This was OCTA’s first campaign in nearly a decade to step beyond traditional messaging and boldly promote mental health awareness across Orange County. More than just transportation, OC Bus became a platform for wellness—inviting riders to explore not only new destinations, but also new opportunities for balance, self-care, and connection throughout the county. Managing this entire campaign was one of the most successful highlights of my work at OCTA.
OC Bus Wrap
Promote the "Your Route to Well-Being" Campaign with a bus wrap of the campaign with our partner logos.
Transit Employee Appreciation Day- "Every Ride Begins with You."
On March 18, 2025, OCTA will celebrate Transit Employee Appreciation Day, a national observance that we are excited to recognize locally. This day provides an opportunity for riders to show appreciation for our dedicated coach operators and transit workers.
Transit Equity Day- FREE Rides Campaign
Transit Equity Day, observed on February 4th in honor of Rosa Parks' birthday, celebrates her legacy in advocating for affordable and accessible public transportation. This annual event brings communities together to promote transit equity, advancing inclusivity and social justice for all.
Youth Ride Free Program Marketing Campaign
Youth Ride Free Program provides free rides to children 6-18 years of age in Orange County. This is one of 6 campaigns launched throughout the years to promote the program and increase ridership.
Bus Interior Cards
Employee Appreciation Day Campaign- Video
To help educate the public about the behind-the-scenes work at OCTA, I developed and hosted an engaging trivia activity for our riders. The goal was to raise awareness of our services in a fun, interactive way—encouraging participants to test their knowledge and learn more about how OCTA supports the community every day.
Marketing is about Connecting
Video host, director, and creator.
Hands-on with marketing video production.
Rider Trivia Video
Hosted and Directed
Cathleen Cher Chen
Co-Founder of Gyfting Co.
Zach Gleason
Brand Marketer at Mattel
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