Mariana GarciaMARKETING & BRAND STRATEGY

MARIANA GARCIA / MARKETING & BRAND STRATEGY

Consumer insight. Clear strategy.
Brand stories that connect.

From conversations on the beauty floor to audience research, I connect what people care about with ideas brands can build on.

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University of Michigan · Class of 2027
Seeking marketing & brand strategy opportunities

Mariana Garcia wearing a black blazer
MARIANA GARCIAUNIVERSITY OF MICHIGAN / 2027

Professional & Industry Experience

Select a company to learn more about my experience.

DonerBrand Strategy InternL’OréalUSA Diverse Leaders FellowSephoraBeauty AdvisorUlta BeautyBeauty Advisor

01 / PROJECTS

Selected Brand Projects

02 / ABOUT ME

A perspective shaped
by people.

Marketing & Brand Strategy
Beauty & CPG
University of Michigan
BGS, focus in Marketing & Brand Strategy for Beauty and CPG

LinkedInResume

At the University of Michigan, I found my interests at the intersection of consumer behavior, analytical thinking, and creative brand strategy. When I couldn’t find a major that brought them together, I created my own focus in Marketing & Brand Strategy for Beauty and CPG.

My approach starts with questions: what do people care about, what gets in their way, and where can a brand help? Audience research and conversations on the beauty floor give me different ways to find the answer. I use those insights to shape creative briefs, brand strategy, and campaign ideas.

Agency experience, a corporate beauty fellowship, and building Face Card have taught me to connect research with practical decisions. I’d love to bring that curiosity and experience to a marketing or brand strategy team at an agency or a beauty, fashion, or consumer goods brand.

Let’s connect

mgarciah@umich.eduLinkedIn

03 / EXPERIENCE

Professional & Industry Experience

View resume

Doner

Brand Strategy Intern

I researched consumers, culture, and competitors to inform creative briefs and brand recommendations. I also led Doner’s Instagram strategy, from audience research and editorial planning to creative handoff and a presentation to senior leadership.

Skills gained
Consumer research · Competitive analysis · Creative briefs · Social strategy

Inside the Instagram strategy project
The focus
Develop a research informed strategy for Doner’s Instagram, with a plan the creative team could use.
The research
Audience research, social listening, competitive analysis, and a 6C framework informed the direction.
My contribution
I led the strategy, wrote strategic and creative briefs, and developed a social calendar and posting framework.
The recommendation
A proposed content strategy supported by an editorial plan and a clear process for creating and posting content.
The handoff
I presented the strategy to senior leadership and handed it to the creative team. The confirmed outcome is the completed strategy and handoff.

Face Card

Founder & Strategist

My beauty retail experience showed me a gap in personal guidance. I created Face Card to help clients choose products for their skin, budget, and routine, and I’ve worked with 20+ clients.

Skills gained
Brand building · Consumer behavior · Content strategy

Learn more about Face Card

L’Oréal

USA Diverse Leaders Fellow

Selected for a highly selective fellowship, I explored the beauty industry at the corporate level. Programming rotated across business functions, showing how different teams contribute to a global beauty company. Mentorship from a supply chain leader gave me a closer look at how products reach consumers.

Skills gained
Corporate beauty knowledge · Business functions · Teamwork

Sephora

Beauty Advisor

I helped clients find products that fit their routines and supported events for Fenty Beauty, NARS, and Tarte. I learned what builds trust during a beauty purchase.

Skills gained
Client relationships · Product education · Event support

Ulta Beauty

Beauty Advisor

I advised 50+ clients a day and earned 200+ loyalty enrollments. Listening to customers showed me how product discovery and loyalty connect.

Skills gained
Customer insight · Sales · Loyalty programs

04 / FACE CARD BY MARIANA

Face Card
by Mariana.

At Sephora and Ulta, I saw a gap between endless product choice and the confidence to know what was actually right for you. That insight led me to create Face Card, a digital beauty advisory brand.

I’ve worked with 20+ clients to find skincare and makeup for their skin, budget, and routine. I use their questions to plan tutorials and product roundups, putting consumer insight, brand positioning, and content strategy into practice.

Visit Face Card on Instagram
FOUNDED BY MARIANA GARCIAface card

Personal recommendations.
Skincare & makeup.
For different budgets and styles.

20+ CLIENTS
Face Card Instagram post: behind the scenes content
Behind the scenes content
Face Card Instagram post: personal beauty advice on a budget
Personal beauty advice on a budget
Face Card Instagram post: beauty trend content
Beauty trend content

05 / SKILLS

Skills.

Consumer researchCompetitive analysisBrand strategyCreative briefsSocial strategyContent planning

Research & listening tools

MRI Simmons
Infegy · Mintel · Statista
Brandwatch · StatSocial

Content & social tools

Canva · CapCut
Meta Business Suite

Business tools

Excel · Microsoft Office
Google Workspace
Microsoft Copilot · ChatGPT

Languages

English: Fluent
Spanish: Fluent

CONTACT

Let’s connect.

I’m exploring early career opportunities in marketing and brand strategy at agencies and beauty and fashion brands.

mgarciah@umich.edu

Connect on LinkedIn

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