Vanessa Ngwa · Portfolio 2026

Marketing, from insight
to execution.

Marketing Management Master’s student at the University of St. Gallen with hands on experience across marketing strategy, campaigns, digital marketing, consumer research, analytics and branding, including leading a full company rebrand.

Prada Beauty × Ferrari Mock campaign Estée Lauder × WTA Mock campaign
Marketing Strategy · Consumer Insights · Campaigns · Digital Marketing · Analytics · Branding
Portrait of Vanessa Ngwa
Currently
MA Marketing Management HSGMarketing at Comitas
About

Where strategy, creativity and
analytical thinking come together.

I’m Vanessa Ngwa, a Master’s student in Marketing Management at the University of St. Gallen, where I have been able to further develop my passion for marketing and deepen my understanding of consumer behaviour, marketing strategy and the role marketing plays in creating business value.

I am particularly interested in the intersection of strategy, creativity and analytical thinking, always with the customer at the centre. I enjoy understanding what people need, what influences their decisions and how those insights can be translated into relevant marketing strategies, campaigns and experiences.

Alongside my studies, I have gained professional and practical experience across campaign management, digital marketing, branding and rebranding, content marketing, performance marketing, analytics, customer experience and events. My academic projects have also allowed me to work across FMCG, retail, E Commerce, energy and consumer focused concepts.

Education / 2021 to present
Zürich · Madrid · St. Gallen
2025— Master of Arts in Marketing ManagementUniversity of St. Gallen · GPA 5.57 / 6.0 +

Relevant coursework includes Consumer Behaviour, Marketing Management, Marketing Functions and Future of Brand Management.

Head of Partnerships, Retail and E Commerce ClubSeptember 2025 to May 2026

Worked with companies across retail, FMCG and E Commerce to develop workshops and industry exchanges.

2021—25 Bachelor of Arts in Business AdministrationUniversity of Zurich · GPA 5.2 / 6.0 · magna cum laude +

Bachelor thesis: The Management of Social Activism Driven Internal Conflicts within MNEs. Grade 6.0 / 6.0.

2023—24 Exchange Semester in Business Administration and MarketingUniversidad Rey Juan Carlos, Madrid · GPA 5.45 / 6.0 +

International semester expanding my business and marketing perspective in a different cultural context.

Professional Marketing Experience

Marketing in
practice.

At Comitas, I work across the marketing process from strategy and campaign development to content creation, digital performance and reporting.

The role has given me the opportunity to manage projects end to end, work across different audiences and channels and translate marketing strategy into tangible execution.

BEFORE · HOMEPAGE
Previous Comitas homepage before the rebrand
BEFORE · HOMEPAGE
Previous Comitas homepage content before the rebrand
AFTER · HOMEPAGE
New Comitas website homepage after the rebrand
AFTER · HOMEPAGE
New Comitas website customer proof and trust section after the rebrand
TRAFFIC BEFORE · NOVEMBER 2025
Google Analytics traffic before the Comitas rebrand, November 2025
TRAFFIC AFTER · MID FEBRUARY TO MID MARCH 2026
Google Analytics traffic after the Comitas rebrand, mid February to mid March 2026

The previous identity and website did not communicate the company’s positioning clearly enough or reflect the character of an innovative software company. I led the rebrand across positioning, messaging, visual direction and the website relaunch, coordinating internal stakeholders together with external agency and web design partners. The new direction made the company’s offer easier to understand while establishing a more modern and consistent identity. The climbing and mountainous landscape concept became a visual metaphor for helping customers navigate complex digital landscapes and reach new goals.

ImpactOver 200% increase in traffic
Later level~10× previous traffic
ScopePositioning · Messaging · Visual Direction · Website · Launch · End to End Project Management
Audience and objective→Research→Messaging→Content→Distribution→Reporting

I developed a repeatable marketing campaign process connecting strategy, research, content creation, distribution and reporting. Rather than treating individual landing pages, articles, whitepapers or social posts as separate activities, I created a structured process that can be adapted to different products, audiences and marketing objectives. The process has been applied across 8+ end to end campaigns and introduced new content formats across landing pages, whitepapers, articles and LinkedIn.

Impact20 to 30% engagement and click through rates on selected new LinkedIn formats
EfficiencyReduced operational marketing time through repeatability
ScopeCampaign Strategy · Audience Segmentation · Research · Messaging · Content · Distribution · Reporting · Project Management

I built a Datastudio dashboard bringing GA4, SEO, Google Ads and LinkedIn performance into one monthly marketing funnel. The goal was to move reporting away from separate platform views and create a clearer picture of how marketing activities contribute across awareness, traffic and conversion. Alongside the reporting setup, I worked across Google Ads, SEO and LinkedIn performance, using the results to continuously improve targeting, content and channel decisions.

Reporting~50% less analysis time
Paid media+10% conversions · 28% lower spend
SEO health / GEO≈78 → 97/100 · ~24% improvement
Organic search6 priority pages / keywords reached page one
DATASTUDIO DASHBOARD · MARKETING REPORTING OVERVIEW
Comitas marketing reporting dashboard overview
DATASTUDIO DASHBOARD · GOOGLE ADS
Google Ads performance reporting dashboard for Comitas
DATASTUDIO DASHBOARD · GOOGLE ANALYTICS
Google Analytics reporting dashboard for Comitas
DATASTUDIO DASHBOARD · TOTAL MARKETING FUNNEL
Comitas total marketing funnel dashboard
SEO / GEO · SITE HEALTH BEFORE OPTIMIZATION
SEO and GEO site health before optimization
SEO / GEO · SITE HEALTH AFTER OPTIMIZATION
SEO and GEO site health after optimization

For GITEX Global 2025 in Dubai, I developed marketing materials supporting Comitas’ presence before and during the event. The work included invitations, exhibition stand visuals, booklets, digital communication and supporting campaign assets. The focus was on creating a consistent presence across multiple touchpoints while communicating the company’s offer clearly in a highly competitive event environment.

GITEX DUBAI
GITEX Global Dubai 2025 event communication visual
Context200,000+ visitors · around 180 countries
ScopeEvent Marketing · Invitations · Exhibition Stand · Booklets · Digital Communication · Campaign Assets
Academic Marketing Projects

Marketing across
different categories.

Projects across energy, FMCG, E Commerce and women’s health, combining consumer research with marketing strategy, customer experience and go to market planning.

EMMI · FMCG Product Launch Strategy

Mellow Milk

Our team developed Mellow Milk, a functional dairy concept built around a consumer need for a calming ritual during or after stressful days. The development was informed by 15 consumer interviews, competitor research and four data informed consumer personas, culminating in a seven channel go to market strategy across product, pricing, distribution and promotion.

FMCGConsumer ResearchProduct DevelopmentMarketing MixGo to Market
Self Initiated Campaign Concepts

From strategic opportunity to
campaign execution.

These self initiated concepts allow me to explore the full marketing process around a campaign, from identifying a consumer or cultural opportunity to developing the strategic direction, creative idea, channel activation and measurement approach.

Each concept is developed across multiple touchpoints to show how one central idea can translate consistently through a wider campaign ecosystem.

Prada Beauty × Ferrari

ROSSO,
RE-ENGINEERED

Prada Beauty x Ferrari Rosso Library campaign hero visual

A wearable study of red, engineered by Prada Beauty.

Prada Beauty transforms Ferrari's colour heritage into The Rosso Library: a limited-edition collection of six red lipsticks, each defined through its own tone, texture, intensity and finish.

The collaboration gives Prada Beauty a distinctive territory around red lipstick while connecting the brand to Ferrari's world of Italian design, materials and precision. For Ferrari, it creates an elevated way to engage a growing female audience through personal luxury without diluting the exclusivity of the brand.

01

The Strategic Idea

The opportunity

Red lipstick has long signalled elegance, confidence and timeless luxury. Reinterpreting such an established beauty icon gives Prada Beauty a distinctive opportunity to create something ownable in a luxury beauty market where many launches increasingly rely on similar codes.

The insight

Ferrari has built an icon around exactly these distinctions: not one red, but nuances of colour, material, light and finish. At the same time, Ferrari’s expansion into lifestyle and personal luxury creates new entry points into the brand for consumers who may never own a car, while still protecting its exclusivity. Translating that colour heritage into beauty gives Prada Beauty a credible way to make red lipstick feel collectible and newly desirable.

The audience

Luxury beauty consumers with an interest in fashion, design and culturally relevant collaborations, alongside Formula 1's growing female audience. The limited-edition format broadens the cultural relevance of both brands without turning the collaboration into mass-market motorsport merchandise.

Why Ferrari

Both brands share a distinctly Italian design heritage and an obsession with precision, material and finish. Ferrari contributes decades of colour and customisation heritage; Prada Beauty translates that into pigment, formulation and packaging. The collaboration therefore feels rooted in what both brands already stand for, rather than simply placing two luxury names together.

02

The Rosso Library

Six Ferrari-inspired reds
become six distinct
beauty expressions.

Each shade combines: Colour · Pigment · Texture · Intensity · Finish.
The system turns Ferrari's colour heritage into something consumers
can wear, compare and collect.

Prada Beauty x Ferrari Rosso Library collection with six red lipsticks
03

Out-of-Home Advertising

Prada Beauty x Ferrari Rosso Re-Engineered out-of-home lipstick execution outside Prada
Prada Beauty x Ferrari Rosso Re-Engineered out-of-home helmet portrait execution outside Prada

Red treated almost as a material.

OOH introduces Rosso, Re-Engineered through tightly cropped beauty and product imagery that treats red almost as a material in itself.

Lacquered bodywork, skin, lipstick pigment and the Ferrari helmet create immediate recognition without relying on overt racing graphics. Deep reds, near-black shadows and restrained typography keep the collaboration within Prada Beauty’s luxury world.

Especially in the model- and lip-led executions, the imagery should feel closer to an oversized portrait or artwork installed in the city than a conventional commercial beauty ad.

04

Social Media Strategy

Instagram becomes a visual study of Rosso.

Rather than changing into a more casual social aesthetic, the brand feed stays highly controlled: macro pigment details, red lips, automotive surfaces, reflections, the Ferrari helmet and product close-ups create one continuous red world.

The close framing and attention to small details — the texture of pigment, engraved surfaces, skin, lacquer, metal and reflected light — make the products feel tactile and considered. Combined with consistent deep-red colour grading and restrained compositions, the grid feels more like a curated luxury image series than conventional product-led social content.

Prada Beauty Instagram profile showing the Rosso Re-Engineered visual grid
05

Retail Activation

Prada Beauty x Ferrari Rosso Library installation inside the Ferrari Milan flagship

A dedicated installation within the Ferrari Milan flagship turns The Rosso Library into a physical experience without taking over the entire store.

Six colour stations pair each lipstick with its Ferrari-inspired red, automotive colour reference, pigment swatch and close-up material imagery. Selected archive photography and colour stories place each shade within Ferrari's wider design history.

Customers can move through the collection almost like a material library, comparing how tone and finish change under light before discovering the corresponding lipstick.

06

Influencers & PR

Influencer activity deliberately stays small.

Rather than a large branded F1 trip, a limited group of fashion, beauty and cultural creators receive the collection or selective race access. Content appears naturally within their existing aesthetic: a lipstick held from the grandstand, a race-day detail, or a quiet product placement rather than heavily scripted campaign content.

This protects the sense of rarity while giving the collaboration visibility.

Prada Beauty x Ferrari lipstick held from the grandstand at a Ferrari race

The Rosso
Library Box.

Selected press and creators receive all six shades in a presentation box designed as a miniature colour archive.

Each lipstick sits alongside its corresponding Rosso reference, turning the product reveal into an exploration of the collection rather than a conventional beauty mailer. The packaging gives recipients the complete system in one object and creates a strong but naturally shareable unboxing moment.

Prada Beauty x Ferrari Rosso Library presentation box with six lipstick shades
07

From Idea to Brand Value

The collaboration is designed to strengthen Prada Beauty's distinctiveness while creating meaningful value for Ferrari's growing lifestyle-luxury world.

Designed to build
01
Distinctiveness for Prada Beauty

Create an ownable red-lipstick territory through The Rosso Library.

02
Luxury perception

Reinforce Prada Beauty through colour, material, craftsmanship and collectibility.

03
Cultural relevance

Connect the collaboration to contemporary luxury without adopting mass-market sports-collab codes.

04
Ferrari lifestyle-luxury relevance

Strengthen Ferrari beyond automotive products through an elevated personal-luxury expression.

05
Female Ferrari engagement

Offer an elevated entry into the Ferrari world for a broader female audience.

06
Desirability & scarcity

Use limited distribution, selective creator activity and collectible packaging to protect exclusivity.

07
Retail discovery

Turn the shade system into a reason to explore and compare the collection physically.

Measured through
Prada Beauty brand liftDistinctiveness · luxury perception · consideration · campaign recall
Ferrari brand liftLifestyle-luxury relevance · campaign recall · distinctiveness
SocialSaves · shares · profile visits · product-page clicks · engagement
OOHTarget reach · frequency · campaign recognition
RetailStore visits · product trials · conversion
Creators & PRQualified reach · earned posts · earned media · sentiment
Estée Lauder × WTA

PRIME
IN MOTION

Estée Lauder x WTA Prime in Motion campaign hero visual

Your prime is never just one moment.

Prime in Motion reframes skin longevity around the idea that a woman’s prime is not a single age or moment to return to. Through Estée Lauder Re-Nutriv and the WTA, the campaign celebrates performance, recovery and reinvention across different stages of life, positioning longevity as supporting skin through every prime still ahead.

01

The Strategic Idea

The opportunity

Anti-ageing communication has traditionally centred on looking younger. Skin longevity creates an opportunity to shift the conversation towards maintaining strong, radiant and resilient-looking skin over time.

Consumer insight

Traditional anti-ageing can make women feel they should hold on to a younger, more desirable version of themselves. Prime in Motion reframes prime as something that evolves with experience, confidence and reinvention.

The audience

Primarily women 35–55 who invest in prestige skincare and are increasingly interested in longevity, performance and long-term skin quality. A secondary audience of women 28–40 introduces Re-Nutriv to future luxury skincare consumers through tennis, beauty and culturally relevant female voices.

Why WTA

We are taught to think of "prime" as a peak: one period when we look, perform or feel our best. But women's lives rarely follow that trajectory. Careers restart, confidence deepens and new ambitions emerge. Tennis makes this visible in an unusually powerful way, with players repeatedly returning to redefine what their peak can look like.

02

Out-of-Home Advertising

Estée Lauder x WTA Re-Nutriv outdoor portrait advertising in New York
Estée Lauder x WTA Re-Nutriv billboard near a major tennis event

Prime moves
into the city.

OOH introduces the partnership through current players and legends alongside Re-Nutriv, bringing the longevity message into a high-impact beauty format. Executions are placed around major tennis moments and relevant city locations, reaching audiences when the WTA connection is most meaningful.

“A season has many moments. So does your prime.” adapts the campaign proposition to the rhythm of a tennis season, linking changing moments of performance to the wider idea of an evolving prime.

03

Social Media Strategy

Estée Lauder x WTA Prime in Motion social media executions shown across three iPhone mockups

Instagram keeps
prime in motion.

Instagram extends the campaign beyond hero advertising through a visual mix of mature skin, Re-Nutriv, tennis details and controlled motion blur. The content keeps Estée Lauder’s polished beauty aesthetic while introducing a warmer, more kinetic visual language around Skin Longevity.

Reel series: Time Taught Me That

A recurring Reel series featuring WTA players, legends and coaches completing the prompt “TIME TAUGHT ME THAT ________.” Each episode shares one lesson shaped by experience — from recovery and composure to confidence and reinvention — giving the campaign a personal voice while reinforcing that prime develops over time.

Together, the episodes reinforce the campaign idea that prime develops across different stages of life and is never limited to one moment, while giving the WTA partnership a personal, credible voice.

04

Retail Activation

Estée Lauder Re-Nutriv Skin Baseline Profile consultation installation

The Skin Baseline Profile.

A premium Re-Nutriv consultation uses advanced imaging to establish a customer’s personal Skin Baseline, assessing visible qualities such as firmness, radiance, refinement and resilience and recommending the best routine for the baseline. The idea borrows naturally from tennis, where the baseline is the starting point of play, and turns it into a personalised starting point for long-term skin care.

Tennis legends’ own Baseline Profiles introduce the experience in-store, while customers receive personalised Re-Nutriv recommendations based on their consultation.

05

Influencers & PR

Estée Lauder Re-Nutriv Wimbledon afternoon tea with selected creators

Wimbledon becomes
an intimate beauty
moment.

During Wimbledon fortnight, Estée Lauder hosts an intimate afternoon tea for selected creators and cultural voices whose audiences overlap with luxury beauty, skincare and longevity. The setting brings the tennis connection into a recognisable British ritual while maintaining the refined world of Re-Nutriv.

Gifting becomes part of the experience.

Guests receive a curated Re-Nutriv Skin Longevity set presented during the tea. The gifting is designed to become part of the experience itself, creating natural product-reveal content while introducing the wider Re-Nutriv routine beyond the hero cream.

Curated Estée Lauder Re-Nutriv Skin Longevity gifting set at a Wimbledon afternoon tea
06

Hero Film

Four moments.
One evolving prime.

A short cinematic film moves between athletic performance, mature skin, recovery and Re-Nutriv. Controlled motion blur and monochrome photography connect physical movement with quieter moments of restoration before resolving on the campaign line: “Your prime is never just one moment.”

Four-frame Estée Lauder x WTA hero film storyboard showing movement, mature skin, recovery and Re-Nutriv
07

From Idea to Brand Value

The partnership turns Skin Longevity into a broader cultural idea around continued prime, movement and reinvention.

Designed to build
01
Skin Longevity ownership,

strengthen Re-Nutriv associations with longevity, resilience and long-term skin quality.

02
Brand relevance,

make Estée Lauder's ageing narrative feel more aspirational and relevant across different stages of life.

03
WTA partnership meaning,

connect the sponsorship with reinvention and evolving prime, rather than simple sports visibility.

04
Consideration & trial,

move campaign interest into Re-Nutriv discovery through the Skin Baseline consultation.

05
Retention,

create a reason to return through personalised recommendations and follow-up assessment.

How it would be measured
Brand liftSkin Longevity association, relevance, consideration, ad recall
OOHtarget reach, frequency, campaign recall
Reelscompletion rate, watch time, shares, saves
Socialprofile visits, product clicks, engagement rate
Retailconsultation-to-purchase conversion, return visits
Creator activationqualified reach, engagement rate, earned posts and stories
Values

How I
work.

The principles I bring into projects, collaboration and day to day marketing work.

01

Curiosity

I want to understand the customer, category and problem before deciding on the answer.

02

Ownership

I take responsibility for moving work from an initial idea through to execution.

03

Adaptability

I am comfortable working across strategy, research, content, creative development and analytics depending on what the project requires.

04

Collaboration

I value different perspectives and work effectively across teams, stakeholders and external partners.