the rebrand

Rebuilding the Chapter's Brand and Marketing Infrastructure

When I joined ALPFA FIU as Director of Marketing, I led a full rebrand that aligned the chapter's identity with ALPFA National while modernizing its visual presence and communication strategy. Beyond updating aesthetics, the objective was to build a structured marketing system that could support consistent growth across social media, email, events, and print collateral.

Leading Through Instability While Establishing Structure

During my first semester, my marketing team stepped down, requiring me to execute all creative, posting, printing coordination, and campaign planning independently. The chapter lacked a unified brand system, content cadence, and documented workflow. The challenge was not only to produce content consistently, but to build a scalable structure that could sustain long-term growth and eventually support a team.

Scaling Growth Through Systems and Delegated Leadership

I implemented a weekly content cadence across Instagram, LinkedIn, email, and print, establishing brand consistency and structured execution. Over time, the chapter gained 800+ new Instagram followers and 1,000+ LinkedIn followers, alongside measurable increases in engagement and event participation.

In my second semester, I rebuilt the marketing team and transitioned from sole executor to strategic lead, delegating roles while maintaining quality and direction. The strengthened brand presence and marketing infrastructure contributed to ALPFA FIU earning Southeast Regional Student Chapter of the Year, signaling both cultural and operational growth.