P&P1 - Personal Brand Exploration Rachel Alonzo

1. PERSONAL BRAND EXPLORATION
Rachel Alonzo
Project & Portfolio I: Week 3
August 20th, 2020

2. The eldest of three children, Rachel Alonzo grew up in
the heart of the Silicon Valley, California, also known as
the Bay Area. This town is known for the town of tech
which inspired her to dive into the world of all things
Marketing. She has always enjoyed creating, telling
stories visually, and connecting with people. After
starting her own blog and being exposed to social media
marketing at her full time job, this lead Rachel to
enrolled in the Digital Marketing Program at Full Sail
University where she’s focused on developing branding
and digital marketing skills.
IDENTITY

3. PROFESSION
Potential Job Titles:
• Marketing Manager
• Social Media Specialist
• Brand Manager
The Creator Archetype - creating
innovative content that tell stories and
inspire people to feel good about what
they are using.
Digital Marketing for Clean Beauty Brands

4. • DEMOGRAPHICS: 85% Female, 25-55 years
old, Predominately White, Single, College
Educated, Located in middle-America. Mainly
Great New York City and San Francisco Bay
Area.
• PSYCHOGRAPHICS: Enjoys being social,
spending time outdoors, mainly on social
media, social selling, social media influencers,
and beauty enthusiasts.
• IDEAL AUDIENCE MEMBERS: Mina
Chae, Marketing Director (Farmacy Beauty),
Thu Do, Influencer Manager (Summer Fridays),
Jessica Hill, Social Media & PR (Herbivore
Botanicals)
Recruiters & Hiring Managers at Farmacy Beauty, Summer Fridays,
and Herbivore Botanicals
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2022)
• Land an entry-level marketing position at Summer Fridays.
‣ Connect with, and send a follow up promotional email to,
minimum 20 team members from Summer Fridays on LinkedIn
by September 11, 2022.
Mid Term: (2027)
• I will land a position as a fully seasoned Social Media Marketing at Farmacy
Beauty and work at their New York City Corporate office.
‣ Build connections with beauty influencers which leads to
bringing in $500,000 revenue.
Long Term: (2040)
• Establish a Social Media Marketing/ Branding that helps aspiring small
influencers and brands who focus on clean beauty increase their social
media presence and gain sales.
‣ Help micro-influencers and brands reach their highest potential in
hopes to also educate them in starting their own brand/ business.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media Marketing 98%
Adobe Creative Suite 95%
Customer Service 85%
Public Speaking 60%
SOFTHARD
Communication and Media 70%
WordPress CMS 60%
Critical Thinking 40%
Public Speaking 60%
SOFTHARD

7. I help clean beauty brands create strong brand
identity and content by increasing engagement
and inspiring individuals through social media
marketing.
PROMISE

8. CREDENTIALS
Work Experience:
• 10 years experience in Sales
• 8 years in Customer Service
• 5 years in Social Media Content Creator
• 2 years in CMS and Branding
Education:
• Content Marketing, HubSpot Certification
• Digital Marketing, B.S., Full Sail University (Exp. 2022)
Awards:
• Top Sales Associate for 3Q, 2020. Closing Ratio
of 46%.

9. COMPETITION
Lorena Berghezan
Industry Experience:
• 5 years of experience as an Media Designer
Education:
• Current student enrolled in Digital Marketing, B.S. at Full Sail
University
Leadership Experience:
• 2 years of Convention Coordinator
Skills and Proficiencies:
• Sales - 2 endorsements
• Event Planning- 2 endorsements
• Customer Service - 3 endorsements
Rachel Alonzo
Overall Online Presence:
• Less than 265 connections, banner customized, professional
headshot, summary unavailable, no articles published, inactive
on social media, URL not yet customized
• Grade: Poor, 40 out of 100
Industry Experience:
• 2 years of experience as Content Creator
Education:
• Current student enrolled in Digital Marketing, B.S. at Full Sail
University
Leadership Experience:
• 1 year of Leasing Manager
Skills and Proficiencies:
• Leadership - 4 endorsements
• Microsoft Office - 3 endorsements
• Social Media Marketing - 1 endorsements
Overall Online Presence:
• 321 connections, banner not yet customized, professional
headshot, detailed summaries throughout profile with two no
content pieces, no articles published, sporadically active on
personal social media accounts
• Grade: Average, 50 out of 100

10. COMPETITION
Cleo Chu
Industry Experience:
• 2 years of experience in Social Media
Marketing/ Digital Marketing at Facebook.
Education:
• Business Administration B.S. and concentration in Marketing
Leadership Experience:
• 8 months of experience as a Project Manager at Apple.
Skills and Proficiencies:
• Team Leadership - 24 endorsements
• Public Speaking - 26 endorsements
• Marketing - 13 endorsements
Rachel Alonzo
Overall Online Presence:
• 500+ connections, banner customized, professional headshot,
detailed summary, one article published, active on social media,
URL customized, provided two content pieces.
• Grade: Poor, 80 out of 100
Industry Experience:
• 2 years experience as Content Creator
Education:
• Current student enrolled in Digital Marketing, B.S. at Full Sail
University
Leadership Experience:
• 1 year of Leasing Manager
Skills and Proficiencies:
• Leadership - 4 endorsements
• Microsoft Office - 3 endorsements
• Social Media Marketing - 1 endorsements
Overall Online Presence:
• 321 connections, banner not yet customized, professional
headshot, detailed summaries throughout profile with two no
content pieces, no articles published, sporadically active on
personal social media accounts
• Grade: Average, 50 out of 100

11. BRAND POSITION
Renewing creativity, inspiration, and
authenticity in clean beauty brands by
sharing relatable stories that leave you
feeling refreshed.
RACHEL “QUEEN OF CONTENT” ALONZO

12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2019 Beauty Expo
‣ October 1-4 | Lumpur, Malaysia
• 2019 Inde Beauty Expo
‣ Jan 29-30 | Los Angeles, CA
• Organic Beauty and Wellness Festival
‣ October 27, 2019 | Boca Raton
Content Development and Branding
• Primary Content: est. a beauty blog that provides all things clean
beauty: reviews, photography, and videos.
• Primary Tools: Blog and Instagram - promote blog through 30 sec.
Instagram stories; LinkedIn - network with industry pros and become
more knowledgable in the industry.
• Website: Full Sail digital portfolio site to showcase school work; use blog
to showcase my branding skills and content marketing knowledge.

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level marketing pro with at least 10 yrs of
experience in marketing in the beauty industry, Jan. 2021
Formal Education
• Complete Digital Marketing, B.S. by expected graduation date in
2022
Technical Skills
• Complete all Social Media Marketing Courses on LinkedIn.com/
Learing, December 2020
• Digital Marketing Course - Udemy.com, January 2021
• SEO - Lynda.com, January 2021
Soft Skills
• Branding Foundations - Lynda.com, December 2020
• Email Marketing- Lynda.com, December 2020
• Google Digital Garage -Google.com, Nov. 2020

14. Rachel Alonzo
Everyone is always on their phones scrolling through
social media. Well, what I do is produce personal brand stories
that entertain and inspire individuals through relatable content. Through the content
that I share, I help individuals who are looking for a cleaner alternative of beauty. I’ve
connected and helped a lot of people make that switch from dirty non-toxic products to
clean. Customers often referenced my content as eye-opening.
“

15. REFERENCES
Chu, C. (2020). Cleo Chu LinkedIn Profile. Retrieved August 20, 2020,
from https://www.linkedin.com/in/cleochu/
Berghezan, L. (2020). Lorena Berghezan LinkedIn Profile. Retrieved
August 20, 2020, from https://www.linkedin.com/in/lmberghezan/
ONETOnLine.org. (2020). Summary Report for: 11-2021.00 - Search
Marketing Managers Retrieved August 20, 2020 from https://
www.onetonline.org/link/summary/11-2021.00#Skills
Putnam, Kaye (2020). Kaye Putnam Brandality Archetype Creator.
Retrieved August 20, 2020, from https://www.kayeputnam.com/
brandality-archetype-creator/
Nichehacks.com (2019). Event Schedule. Retrieved August 20,2020,
from https://nichehacks.com/marketing-courses/free-digital-marketing-
courses
Herbivore Botanicals (2020). LinkedIn Profile. Retrieved August 20,
2020, from https://www.linkedin.com/company/herbivore-botanicals/
Summer Fridays (2020). LinkedIn Profile. Retrieved August 20, 2020,
from https://www.linkedin.com/company/summer-fridays/
Farmacy Beauty (2020). LinkedIn Profile. Retrieved August 20, 2020,
from https://www.linkedin.com/company/farmacy-beauty/