Mikayla Hwee
music | photo | design
i'm mikayla, an aspiring product manager working at the intersection of business, data, design, and music. check out my creative portfolio below.
About Me
hi there, i'm mikayla. i recently graduated from UC Berkeley's Haas School of Business with a minor in data science and certificates in design, technology, and entrepreneurship. i've been practicing digital photography since 2017 and have recently been using film to document some recent moments. some of my notable works include product shoots for OTTO's home living category (Motiq Living), Arcadia High School's Graduation, and the first annual SoCal Corgi Nationals. my work ranges from headshots/portraits to landscape/scenery, and i'm an avid animal photographer as well. besides photography, I also make and produce music using GarageBand & Adobe Audition. i have been a part of the leadership team for two a cappella groups on UC Berkeley's campus: DeCadence and Artists in Resonance. you can also see a culmination of my independent and professional design experience here. feel free to check out any of my social media below for more of my work.
thanks for stopping by and excited to connect!
solo performances
musical experience
decadence a cappella (music manager, external business manager, internal business manager, section leader): 2019-2023
artists in resonance: 2021-2022
arcadia high school chanteurs (director's assistant, historian): 2015-2019
san gabriel valley children's chorus (section leader, president): 2010-2019
arrangements
As part of UC Berkeley's Product Management course, I was tasked to do research on a relevant issue and create a sustainable solution using Scrum and Agile methods.
solution
krewzer aims to bridge the gap between emerging artists and music lovers by providing a platform that incentivizes the discovery of new artists while empowering both parties through a user voting system.
problem statement
92% of streams are captured by just 1% of global music, meaning small artists struggle to capture meaningful market share and music enthusiasts struggle to discover and connect with new artists.
mikayla's role:
user research
- conducted research on 5+ users (both artists and music listeners alike) to gain insightful feedback on potential solutions
- tested figma prototype on 4 unique users in person, using feedback to iterate and make prototype 30% more user-friendly
project management + communications
- worked collaboratively with a diverse team of 5 international students, bridging gaps in language during meetings and handling sprints, meeting notes, and debriefs for efficiency
As part of the Branded Entertainment course at UC Berkeley's Haas School of Business, my team and I were tasked to create a marketing campaign to promote PepsiCo's sustainability initiative, Pep+.
solution
our team created a marketing campaign called "pepfest," which incentivizes college students to participate in a series of sustainable campus events in an effort to win the reward of a free, on-campus festival hosted by Pepsi.
problem statement
how can pepsi authentically show consumers that they are dedicated to sustainability, and how can pepsi use its brand to authentically promote sustainable initiatives to its younger demographic?
mikayla's role:
events coordinator
- created three events as part of marketing campaign via market research and user testing
- facilitated meetings with a team of 6, logging meeting minutes and creating delegation plan to promote efficient workflow
- pitched to PepsiCo investors, ranking second place overall in class-wide competition
As part of the PR/Communications course at UC Berkeley's Haas School of Business, I created a PR campaign in partnership with an Amazon-affiliated small business.
problem statement
screw the cork is an unconventional method of keeping wine fresh, aimed to maintain the taste of wine and prevent spillage. however, the ceo was having trouble articulating this brand and finding the right way to market it to the appropriate audiences.solution
our team, the Sommeliers, created a PR campaign that involved a blend of in-person events and social media marketing that proved to boost foot traffic to the Amazon site.
mikayla's role:
- coordinated an on-campus trial event that gained over 30 participants and positively spread the "Screw the Cork" name via word of mouth
- used design thinking methodology as well as the HIVE method to create PR campaign and promotional video on TikTok that gained over 1,000 impressions
As a digital marketing/e-commerce intern at OTTO, I was tasked with upping the brand of their new startup home living company, Motiq Living.
mikayla's role
data analyst
- analyzed consumer and competitor data for months of june/july
- conducted market research to outsource and introduce 10 prospective company products
ux designer
- used deisgn methodology to redesign website (including creating new photo assets), making site 33% faster
social media coordinator
- created marketing campaigns that boosted site traffic by 20%
- drafted social media roadmap for following 6 months, increasing user engagement by 15%