Form and Function Marketing

My Roles: Co-President (2022-2023); VP of Communications (2021-2022)
Accolades: Outstanding Student Organization of the Year (2023); Most Valuable Player (2020)

Form and Function Marketing is Northwestern’s first student-run marketing agency, which provides pro bono marketing consulting services to clients in the Chicagoland area.

My experience leading Form and Function was one of the highlights of my time at Northwestern. My co-president and I took on leadership immediately following COVID-19. Our key goals were to restore the club’s sense of community and to enhance our career resources by bringing back pre-pandemic programming such as in-person office visits. We were proud to have achieved these goals in our three quarters of leadership.

From the start of our co-presidency in Winter 2022 to its end in Winter 2023, members' satisfaction with the club increased from 4.27/5 to 4.61/5, with the greatest increase being in the strengthened sense of community. In recognition of the improvements we made to Form & Function's programming and member experience, our organization received an Outstanding Student Organization of the Year award.

As Co-President:

• Led and supported projects of 16-member executive board alongside co-president.

• Supported the development of diversity and inclusion guidelines for our deliverables, establishing diversity, equity, and inclusion as a key organizational value. Removed indicators of past experience from our application and interview process to fairly consider applications from students with no prior marketing opportunities, resulting in our most diverse applicant pool in terms of academic background.

• Optimized member experience based on quarterly feedback: improved allocation of educational programming vs team meeting time; organized quarterly social programming to facilitate club bonding despite budget limitations; launched technical workshops in competencies such as Squarespace, Excel, and Facebook ads; supported creation of a member directory to allow for easier networking within the club.

• Set up an internal folder system so that future executive boards would have access to prior years' files for knowledge transfer. This was a first step to building resources such as a client directory and keeping track of initiatives that succeeded or needed reworking throughout the year.

As VP of Communications:

• Formed and led a Communications Committee to give members additional opportunities to learn about social media management and design.

• Initiated and executed brand redesign to reflect modern, professional aesthetic. Created a new logo, web design, brand book, and social media post guidelines. Rewrote website content to highlight F&F’s business impact, professional resources, educational programming, and DEI initiatives.

• Launched club newsletter, replacing irregular weekly emails with a branded digest of announcements and career resources.