Tarikah Santiago created a personal brand exploration document that outlines her background, skills, goals, and strategy for establishing herself in a career in digital marketing. She was homeschooled as a child and developed an interest in design through customizing Myspace profiles. She is currently studying digital marketing and hopes to land an internship at Pinterest upon graduating. Her strategy involves developing her technical skills, attending industry events, and creating engaging content on platforms like Pinterest and Instagram to attract her target audience of recruiters and hiring managers.

1. PERSONAL BRAND EXPLORATION
Tarikah Santiago
Project & Portfolio I: Week 3
August 25, 2019

2. Tarikah was raised by a retired US Army veteran
and an Elementary School teacher,
homeschooled for most of her childhood.
During those boring homeschool days, she
spent her free time exploring the golden age of
the internet, customizing Myspace profiles and
experimenting with Photoshop. This would lay
the foundation for her need for a creative career
change, when she decided to leave teaching
preschool and enroll at Full Sail University’s
Digital Marketing degree program.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Search Marketing Strategist
• Marketing Manager
• Creative Marketing Lead
Caregiver Archetype -
collaborating with brands and
assisting them to develop a voice in
the digital space, as well as a solid
brand identity, and assisting them to
curate content that caters to their
niche audiences, without pandering
or patronizing.
Content Management and B2B Marketing Management

4. • DEMOGRAPHICS: 54% Female,
18-35 years old, Married and non-
Married, College Educated, located
in Major cities(NYC, LA, San
Francisco, Chicago, Denver, etc).
• PSYCHOGRAPHICS: Enjoys Social
media, interesting photography,
travel, music, food and wine culture,
fashion, and makeup trends.
• IDEAL AUDIENCE MEMBERS:
Elizabeth Calabrese-Mahken,
Recruitment Manager (Creative
Circle), Randee Curry, Employee
Relations (Pinterest), Amory
Wooden, Marketing (Street Easy-
Zillow)
Recruiters & Hiring Managers at Pinterest, Zillow Group, and Creative Circle
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2020)
• Land an internship at Pinterest.
‣Connect with, and apply to internships in
Marketing on LinkedIn by December 31, 2019.
Mid Term: (2025)
• Establish myself in a career as a Content strategist
for a company, like Pinterest or Etsy
• Earn my MBA in Creative Writing
Long Term: (2040)
• Launch my own Brand and PR Consultant firm,
helping small creators establish themselves.
• Own 3-4 vacation rental properties.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media Marketing 90%
Adobe Creative Suite 85%
Time Management 70%
Public Speaking 45%
SOFTHARD
CRM Software 10%
WordPress CMS 10%
Professional Writing 70%
Public Speaking 60%
SOFTHARD

7. I will help to reestablish trust between
brands and their audience, by facilitating
creative and positive ways to reach
consumers. Outrage marketing should not
be the forefront of modern marketing, and I
will help to change that.
PROMISE

8. CREDENTIALS
Work Experience:
• 6 years teaching preschool
• 3 years Marketing Assistant for Real
Estate and Insurance companies
Education:
• Content Marketing, HubSpot
Certification
• Digital Marketing & Media, B.S., Full Sail University (Exp. 2020)
Awards:
• President Honor List at Grand Canyon
University (2017)

9. COMPETITION
Logan Cox
Industry Experience:
• Does not include work experience on
profile; assumed to still be in school
Education:
• Current student enrolled in Digital Marketing B.S. at
Full Sail University
Leadership Experience:
• Self-Employed
Skills and Proficiencies:
• N/A
Tarikah Santiago
Overall Online Presence:
• Connections unknown, banner image customized,
industry professional headshot, lack of details
throughout profile, no articles published, active on
other social platforms, URL customized
• Grade: Decent, 75 out of 100
Industry Experience:
• 3 years Marketing Assistant
Education:
• Current student enrolled in Digital Marketing, B.S. at
Full Sail University
Leadership Experience:
• Preschool Teacher; Girl Scouts, Babysitting,
Volunteering Toys for Tots
Skills and Proficiencies:
• N/A
Overall Online Presence:
• Not many connections, banner not image customized,
professional headshot, detailed summaries throughout
profile with two content pieces, no articles published,
sporadically active on personal social media accounts,
URL customized
• Grade: Average, 70 out of 100

10. COMPETITION
Rory Farrell
Industry Experience:
• ~10 years of marketing experience, 2
years Marketing Manager at Sony
Music Entertainment
Education:
• Communication and Media, B.A.
Noteworthy Experience:
• Producer at Any Meals
• Coordinator at MTV
• Assistant A&R for Universal Music Group
Skills and Proficiencies:
• Social Media- 70 endorsements
• Social Media Marketing - 50 endorsements
• Digital Marketing- 41 endorsements
Tarikah Santiago
Overall Online Presence:
• 500+ connections, banner image not yet customized,
polished headshot, detailed profile summaries, two
recommendations, notable volunteer work, URL not
yet customized, premium membership
• Grade: Good, 70 out of 100
Industry Experience:
• 3 years Marketing Assistant
Education:
• Current student enrolled in Digital Marketing, B.S. at
Full Sail University
Leadership Experience:
• Preschool Teacher; Girl Scouts, Babysitting,
Volunteering Toys for Tots
Skills and Proficiencies:
• N/A
Overall Online Presence:
• 500+ connections, banner image customized,
professional headshot, detailed summaries throughout
profile with two content pieces, no articles published,
sporadically active on personal social media accounts,
URL customized
• Grade: Average, 58 out of 100

11. BRAND POSITION
Instead of focusing on the trending page we
focus on you. We push our clients where we
know they want to be, building a better
brand for longevity, not virality.
TARIKAH LOVE SANTIAGO
I use pictures of sunsets, because they depict the “Golden
Hour”, the sunset. To me, it is the most peaceful time of the
day. I want to establish that my brand will help you find that
piece of mind. Let me help you find your “Golden Hour”.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Social Media Strategies Summit - New York City 2019
‣ Oct 15 - 17 | New York, NY
• American Marketing Association (AMA)
‣ NYCRAMA: New York City
• Brandweek
‣ Nov 3 - 6 | Palm Springs, CA
Digital Marketing
• Primary Content: est. curated Pinterest boards, based around
color palettes, with details for design ideas, and font pairings.
• Primary Tools: Instagram and Twitter - post pictures through
Instagram stories and tweet out previews via Twitter;
Unsplash - network with photographer using stock images
and credit them via my Instagram, offering exposure and
promoting to their work.
• Website: Full Sail digital portfolio site to showcase school
work; use blog to post tips and original photography and
designs.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking self-proficient, entrepreneur, with industry
experience of at least 15 years. Someone dedicated to
sharing knowledge, skills, and tactical advice for career
advancement and industry growth. Preferably
someone in Marketing, female or male.
Formal Education
• Complete Digital Marketing, B.S. by expected
graduation date in 2020
Technical Skills
• Set up free HubSpot CRM; complete all CRM courses
through HubSpot Academy, Dec. 2019
• SEO Foundations - Lynda.com, October 2019
• WordPress 5 Essential Training - Lynda.com, February
2020
Soft Skills
• Writing Formal Business Letters & Emails -
Lynda.com, Sept. 2019
• Business Writing Principles - Lynda.com, Oct. 2019
• Join local Toastmasters Club and regularly attend
monthly events, starting Oct. 2019
• Impromptu Speaking - Lynda.com, Nov. 2019

14. Tarikah Santiago
You know how pandering some companies
can seem when they're shoving their products
in your face? Well, what I do is strategize with
brands to launch content around positive marketing
techniques, that interest their customers, rather than tricking them into
non-organic engagement. One of my first projects was helping a friend
launch her instagram baking business, Kat’s Cakesicle’s @katscakesicles,
using the the “pretty food” instagram trend and ASMR baking Insta-stories,
to attract those looking for aesthetically pleasing content. They came for
the pretty and left with some treats!
“

15. REFERENCES
Cox, Logan (2019). Logan Cox LinkedIn Profile. Retrieved
August 25, 2019, from https://www.linkedin.com/in/
thelogancox/
Farrell, R, (2019). Rory Farrell LinkedIn Profile. Retrieved
August 25, 2019, from https://www.linkedin.com/in/rory-
farrell-b71366a1/
ONETOnLine.org. (2019). Summary Report for: 11-2021.00
- Marketing Manager. Retrieved August 25, 2019 at https://
www.onetonline.org/link/summary/11-2021.00
Pinterest. (2019). Pinterest Company Page on Glassdoor
Retrieved August 25, 2019, from https://www.glassdoor.com/
Overview/Working-at-Pinterest-EI_IE503467.11,20.htm
Pinterest Career Site. (2019). Lead Creative Services— Job
Description. Retrieved August 25, 2019, from https://
careers.pinterest.com/careers/details/1824832
American Marketing Association. (2019). New York Capital
Region Page Retrieved August 25, 2019, from http://
nymarketing.org/
Social Media Strategies Summit. (2019). 2019 Social Media
Strategies Conference. Retrieved August 25, 2019, from https://
socialmediastrategiessummit.com/new-york-city-2019/
Eieverywhere.com. (2019). Brandweek Event Schedule.
Retrieved August 25, 2019, https://www.eiseverywhere.com/
ereg/index.php?
eventid=374482&_ga=2.161455924.887421418.1566789924-62123
0385.1566789924