PORTFOLIO
PORTFOLIO
richarao'sportfolio.org
I'm Richa, a junior Economics Student at Pennsylvania State University, with minors in Digital Media Trends and Analytics as well as Leadership in Sustainability.
I am passionate about Business Operations and Strategy
Richa Rao
I believe in understanding why people make the choices they do—especially in how they express themselves through fashion. I love turning behavioral insights into creative, meaningful ideas. I'm drawn to building products that blend sustainability, authenticity, and user empathy—designing not just for trends, but for real people.
Mock Brand Strategy
Tiffany & Co.'s marketing strategy centers on maintaining its status as a symbol of timeless luxury and sophistication. The brand leverages its iconic blue box and heritage to create an emotional connection with customers, emphasizing exclusivity and tradition. Its campaigns often highlight craftsmanship, authenticity, and milestones, positioning its jewelry as heirloom-quality pieces for special moments.
Tiffany blends modernity with tradition by engaging younger audiences through collaborations, social media presence, and partnerships with influencers and celebrities.
View My Resume
My Skills
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Conducted peer-driven research to gather qualitative and quantitative feedback from students, identifying trends in consumption habits, product usage, and brand perception to inform localized marketing strategies
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Designed and led on-campus brand initiatives aligned with Red Bull’s global identity, driving product awareness and trial through targeted activations and experiential marketing campaigns
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Acted as the voice of the student consumer, relaying user feedback and behavior insights to regional teams to refine product messaging, event formats, and future engagement strategies
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Worked closely with national marketing teams, student influencers, and campus organizations to co-create campaigns, increasing reach and relevance among diverse student segments
Make it
stand out.
Devising a great business strategy is not easy, this is how masterminds do it
Oatly – Ethical Product Development Through Radical Transparency
Brand Focus: Oatly, the Swedish oat milk company, has built its identity on sustainability, transparency, and bold, purpose-driven marketing. It positions itself as more than a dairy alternative—Oatly is a climate-conscious lifestyle brand.
Ethical Branding Strategies Used:
Radical Transparency
Oatly prints carbon footprints of its products directly on packaging (e.g., 0.49 kg CO₂e per liter).
It openly shares its challenges and controversies, such as backlash from its 2020 private equity deal, creating conversation—not concealment.
Playful Activism
Campaigns like “It’s Like Milk, But Made for Humans” directly critique dairy while keeping a quirky tone.
Messaging balances educational impact with emotional relatability—a strong ethical branding move.
Minimalist, Honest Aesthetics
Packaging mimics handwritten notes and self-aware commentary (“This tastes like wow”)—a tactic to build trust and approachability.
No artificial wellness jargon—just direct messaging and product integrity.
Sustainability as a Core Value, Not a Trend
Oatly doesn’t treat sustainability as a side project. It’s part of the product’s DNA and brand voice.
Focus on reducing emissions, using recycled materials, and educating consumers makes it authentic.
Impact:
Oatly transformed from a niche product to a cult-favorite globally, entering coffee shops, supermarkets, and culture itself. It proves ethical branding can be both disruptive and delightful.
Water usage by Milk typeTikTok Shop Global Expansion: Case Study
Previous Works
Sustnability Editor and Coordinator, 2024
SpicyBerry
Co-Founder, 2021
Penn State Global
Facilitator, 2024
RedBull India
JHS Associates
Springer International
Consumer Intern, 2024
Director of Member Engagement, 2024
Sales and Data Analyst
