Rayna Finch is a student at Full Sail University studying digital marketing, and this document outlines her personal brand exploration and goals of landing an entry-level marketing position at Nike upon graduation. It provides details on her background, skills, target audience for Nike, and competition for jobs in digital marketing. The document establishes Rayna's brand as the "Savvy" problem solver and outlines her professional development and networking plans.

1. PERSONAL BRAND EXPLORATION
Rayna Finch
Project & Portfolio I: Week 3
February 19th, 2020

2. The second and oldest girl in the family out of
six siblings Rayna Finch shows she’s
determined to make her family proud as well as
be a good role model to her younger sisters.
Being from Portsmouth Virginia and growing up
in Jacksonville Florida, she quickly learned
networking is everything. After freelance
modeling for three years she decided to enroll in
the Digital Marketing program at Full Sail
University where she focuses on developing her
marketing skills.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Marketing Specialist
• Search Marketing Strategists
• SEO Manager
Royalty Brand Archetype -
Creating prosperous brand stories
that show off your lifestyle and
dreams. By using trends, demos,
and preferences to reach target
audiences to inspire them to reach
their high level of success.
Digital Marketing for Nike

4. • DEMOGRAPHICS: 55% Female,
29-45 years old, Predominately
White, College Educated, Located
in Northwest coast of America.
• PSYCHOGRAPHICS: Enjoys
talking about sports, spends free
time with family, adheres to
conservative lifestyles.
• IDEAL AUDIENCE MEMBERS:
Nikki Neuburger, VP Marketing
(Nike), Felipe Suavez, Product
Marketing Manager (Google), Pat
Sanchez, Director (UMG)
Recruiters & Hiring Managers at Nike, Google, and UMG
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level marketing position at Nike.
‣ Send a promotional email to 3 Nike team
members (HR, manager and a director) on
LinkedIn by December 31, 2019.
• Attend a marketing conference with the America
Marketing Association(AMA).
Mid Term: (2025)
• Lead a successful digital marketing campaign while
raising awareness.
• Go back to Full Sail University for masters degree by
2023
• Join AMA
Long Term: (2040)
• Open 2 successful entertainment businesses and a
partnership in a digital marketing agency to help
other business grow.
‣ Save a total of $100,000, 800+ credit score

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Marketing Data Analysis 54%
Adobe Creative Suite 75%
Time Management 80%
Word Processing Software 84%
SOFTHARD
SEO Software 10%
Social Media Marketing 10%
Team Environment 80%
Written and Verbal Communication 90%
SOFTHARD

7. I will help create innovating advertisement
for Nike that will increase sales and traffic in
store and online.
PROMISE

8. CREDENTIALS
Work Experience:
• 6 years service client satisfaction
• 2 years in financial services
Education:
• Pharmacy Technician Certification
• Digital Marketing B.S., Full Sail University (Exp. 2021)
Awards:
• CS6 Adobe Photoshop

9. COMPETITION
Kheph Rakhu
Industry Experience:
• 4 years in consulting
Education:
• Current student enrolled in Internet Marketing, B.S. at
Full Sail University
Leadership Experience:
• Director at Global Fuxion Network in 2016.
• Campaign manager in 2016-2018 at LinkedSelling
Skills and Proficiencies:
• Online Marketing - 16 endorsements
• Content Management - 11 endorsements
• Branding & Identity- 10 endorsements
Rayna Finch
Overall Online Presence:
• 500+ connections, banner image matches brand
identity, decent headshot, no articles published, inactive
on social media, URL not yet customized, detail page
summary
• Grade: Average 52 out of 100
Industry Experience:
• 2 years in financial services
Education:
• Current student enrolled in Digital Marketing, B.S. at
Full Sail University
Leadership Experience:
• Assistant Manager - Daily’s Dash
Skills and Proficiencies:
• Customer Service - 1 endorsements
• Microsoft Excel - 0 endorsements
• Online Marketing - 0 endorsements
Overall Online Presence:
• Less than 500+ connections, banner image
customized, professional headshot, no summary, no
articles published, active on personal social media
accounts, no URL customized yet
• Grade: Poor, 10 out of 100

10. COMPETITION
Ricky Schramm
Industry Experience:
• ~4 years in global marketing at Nike,
1 year as a doctor at Nike in global
marketing
Education:
• Marketing, B.A.
• Marketing and Communications , M.A.
Noteworthy Experience:
• Received maxim award in 2018 from Nike for his work
on the Epic React launch campaign
• Taught marketing and communications at Georgetown
in 2009-2013.
Skills and Proficiencies:
• Strategy - 47 endorsements
• Fundraising - 42 endorsements
• Marketing - 37 endorsements
Fullie Salen
Overall Online Presence:
• 500+ connections, banner image customized,
professional headshot, detailed profile summaries,
three recommendations
• Grade: Good, 70 out of 100
Industry Experience:
• 2 years in financial services
Education:
• Current student enrolled in Digital Marketing, B.S. at
Full Sail University
Leadership Experience:
• Assistant Manager - Daily’s Dash
Skills and Proficiencies:
• Customer Service - 1 endorsements
• Microsoft Excel - 0 endorsements
• Online Marketing - 0 endorsements
Overall Online Presence:
• Less than 500+ connections, banner image
customized, professional headshot, no summary, no
articles published, active on personal social media
accounts, no URL customized yet
• Grade: Poor, 10 out of 100 Grade: Average, 58 out of
100

11. BRAND POSITION
Making any bad appearance
situation info fun and creative learning
lesson.
RAYNA “SAVVY” FINCH
Rayna earned the nickname
savvy by thinking quick on
her feet during mishaps at
fashion shows and dance
recitals.

12. NETWORKING &
MARKETING
Industry Events & Organizations
• Data & Marketing Association
• July 14-July 14 | Las Vegas NV
• American Marketing Association (AMA)
• March 2 - March 3rd | Kissimmee, FL
• Internet Marketing Association
• Sept 19-Sep 20 Las Vegas
Digital Marketing
• Primary Content: Use Youtube to reach different people on
different platforms.
• Primary Tools: Twitter and Instagram - promote Youtube
through 30 sec. promo videos
• Website: Full Sail digital portfolio site to showcase school
work.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Actively looking for an 10+ experienced person to help
assist in keeping me on the right back and to help me
not lose myself.
Formal Education
• Complete Digital Marketing, B.S. by expected
graduation date in 2021
Technical Skills
• Marketing Foundations: eCommerce Feb. 2020
• SEO Foundations - Lynda.com, May 2019
• Copyright for Creatives: Protecting Your Work - Feb
2020
Soft Skills
• Microsoft Word
• Adobe Photoshop
• QuickBooks

14. Rayna Finch
Nike has been #1 for marketing and sales.
They have been around for 56 years in counting.
What I would do if create ads that are not made with actors. I
would create and ad with real and authentic people. Nike has a family friend
appearance and it would be useful to take advantage of that. Being a brand
ambassador for 3 years I learned that reputation if everything and people
with buy anything you sell if you market it right.
“

15. REFERENCES
Schramm, R (2020). Ricky Schramm LinkedIn Profile.
Retrieved Feb, 20th, 2020 from https://www.linkedin.com/in/
rickyschramm/
Rakhu, K. (2020). Kheph Rakhu LinkedIn Profile. Retrieved
Feb, 20th, 2020 from https://www.linkedin.com/in/kheph/
ONETOnLine.org. (2019). Summary Report for: 15-1199.10 -
Search Marketing Strategists. Retrieved Feb 22nd, 2020,
fhttps://www.onetonline.org/link/summary/15-1199.10
Nike. (2020). Nike Company Page on LinkedIn. Retrieved Feb
22rd 2020, from https://www.linkedin.com/company/nike/
UMG carer page. (2020). Digital Marketing - Job Description.
Retrieved Feb 22nd, 2020, fromhttps://jobs.jobvite.com/
universalmusicgroup/job/oHd3bfwS
Google Career Site. (2020). Digital Marketing - Job
Description. Retrieved Feb 23rd, 2020 from https://
careers.google.com/jobs/results/?
company=Google&company=Google%20Fiber&company=You
Tube&employment_type=FULL_TIME&hl=en_US&jlo=en_US&
q=digital%20Marketing&sort_by=relevance