Biola Adaptive MBA

Launching the Adaptive MBA was one of the more rewarding challenges I've taken on. As Creative Director, I helped lead Crowell+'s go-to-market campaign for Biola's newest graduate program. This 3-month sprint pushed our team to balance storytelling, audience targeting, and conversion strategy all at once. Working cross-functionally with Enrollment Marketing and University Communications, we built and executed the campaign largely from scratch under a tight timeline. Looking back, what stands out most isn't just the numbers, though 33 total enrollments, a 50% year-over-year increase, 30K+ Instagram views, and 21% mean LinkedIn engagement were meaningful results; it's how much the collaboration and the constraints sharpened our thinking. It was a real reminder that launching something new takes more than awareness. It takes clarity, coordination, and content that actually moves people to act.