As part of my capstone Senior Residency at Emerson College, I worked on a year-long consulting project with the Reagle Music Theatre of Greater Boston. Our goal was to develop a strategic business plan to revitalize customer engagement and improve key performance metrics for the organization. Under the guidance of Professor Gary Overhultz, and in close partnership with Artistic Director Rachel Bertone and Managing Director Emma Calabrese, our team applied marketing, UX, and customer research principles to address real operational and branding challenges. The project was later featured in Emerson Today.
BCE Senior Residency | Reagle Music Theatre
Emerson College | Fall & Spring 2023
I served as Project Management Lead for the Audience Composition Team, where we focused on uncovering data-driven insights to better understand Reagle’s current and potential audiences. We designed and executed a mixed-methods research approach—hosting in-person and online focus groups, distributing customer surveys, and developing customer journey maps. Using Microsoft Excel and pivot tables, we analyzed over 140 data sets to build segmented personas and behavioral profiles that highlighted key areas for growth.
In addition to leading the research process, I was responsible for managing cross-functional collaboration between research, design, and strategy sub-teams—ensuring alignment, timelines, and deliverable quality. Our final UX and CRM recommendations were presented to both the Emerson community and our clients, Rachel Bertone and Emma Calabrese, at the BCE Showcase. This experience strengthened my leadership in team coordination, strategic communication, and delivering actionable insights in high-stakes, client-facing environments.
Customer Personas & Journey Maps