John Sullivan Portfolio

Selected work

Showing all 10 projects

Marketing AnalyticsBaruch College
Spring 2025
Team of 4
Project lead

Featured · Predictive analytics

Predictive Analytics for Customer Targeting

A company wanted to limit an expensive free-trial campaign to its most valuable customers. Our team took raw point-of-sale data for 256 key customers, built recency, frequency and monetary (RFM) metrics, tested clustering solutions in Tableau, and used regression in Excel to pick the segment the firm should target. I was the project coordinator and presentation lead.

256key customers profiled

4customer segments

$4,537avg. spend in top segment, vs. $2,568 in lowest

+$1,497spend linked to top-segment membership

My role

Split the work into four roles (data, Tableau segmentation, regression, coordination) and kept the team on schedule
Pulled the data, cluster and regression work together into one storyline
Built the executive deck for a non-technical audience, with Tableau and regression output in the appendix
Reviewed and submitted the final package: deck, Excel file and Tableau workbook

Result

Frequency vs. Monetary gave the clearest clusters: frequent buyers, moderate buyers and inactive customers
Top-segment customers bought about 18 times on average, compared with about 10 in the lowest segment
Segment membership explained 63% of the variation in spend, and frequency alone explained 88%
Recommended targeting Cluster 1, the frequent, high-spending customers

256 key customers, by recency and spend

Each dot is one customer from the project data, colored by the segment our team found. Hover a dot for details.

Top value · 131
Steady · 79
Lapsing · 35
Inactive · 11

Segment	Customers	Avg. purchases	Days since last	Avg. spend
Top value	131	18.2	125	$4,537
Steady	79	12.5	120	$3,045
Lapsing	35	12.5	380	$3,026
Inactive	11	10.4	668	$2,568

256 → 131Targeting only the top-value segment roughly halves the free-trial list while keeping the customers who buy most often and spend the most.

ExcelTableauRegressionSegmentation

Public RelationsBaruch College
Spring 2025
Team of 3

Featured · Crisis communications

Operation Cyber Shield: Sunnylake Hospital Crisis Response

Built from the Harvard case When Hackers Turn to Blackmail. A ransomware attack locked a hospital out of its electronic medical records. Our team acted as the hospital's communications office and produced a full response: key message, stakeholder map, PR toolkit, success metrics and a $1M budget. I wrote the press release as the hospital's Chief Communications Officer.

Plan

One key message: patient safety comes first
Internal audiences: medical staff, administration, IT
External audiences: patients, families, media, regulators
Toolkit: press release, media kit, CEO video, family town halls, social updates

How we measured success

Full system restoration within 72 hours
Patient trust survey score above 90%
Positive media coverage sentiment
Zero repeat breaches after the attack

"Our mission is simple but urgent: protect lives and restore patients' trust in the midst of a serious cyber threat." From my press release for the campaign.

Where the $1M response budget goes

Half goes to fixing the security gap, so the plan reads as prevention, not just damage control.

Cybersecurity upgrades$500K · 50%

Staff training & audits$250K · 25%

Legal & insurance reserve$150K · 15%

PR campaign$100K · 10%

Crisis PRPress releaseStakeholder mappingKPIs

Fashion MarketingBrooklyn College
Fall 2025
Individual

Featured · Brand strategy

Canada Goose: Multicultural Marketing and Financial Analysis on the East Coast

A brand analysis of the Canada Goose parka line in New York, Boston and D.C. I paired the company's FY2024 and FY2025 annual reports with street-level observation to argue that the product fits the East Coast, but the marketing does not reflect the Black, Hispanic and Asian American consumers who drive the region's style.

C$1.35BFY2025 revenue

71% → 74%direct-to-consumer share, FY24 to FY25

~69%FY2024 gross margin

Revenue mix: direct-to-consumer vs. wholesale

From Canada Goose annual reports. The brand is selling more through its own stores and site and less through partner retailers.

Direct-to-consumer
Wholesale and other

FY2024

71%

29%

C$1.33B

FY2025

~74%

~26%

C$1.35B

Findings

The DTC shift raised margins but cut the brand out of the boutiques where shoppers discover it
Heavyweight down is still the revenue engine, which makes the brand exposed if parkas cool off
U.S. demand softened while Asia Pacific grew

Recommendations

Hyper-local campaigns with real city creatives and commutes
Shop-in-shop partnerships with key urban retailers
Sell the coat on cost-per-wear: warranty, repairs and the Generations resale program

Brand analysisAnnual reportsMulticultural marketingRetail channels

Capstone Seminar: Business Management & PolicyBrooklyn College
Spring 2026
Writing intensive

Featured · Research paper

Renewable Energy Investment and the Promise of Next-Generation Geothermal

A 4,000-word term paper in two parts. Part 1 explains why capital keeps flowing into renewables: climate risk, falling costs, the scale of money in play, energy security, pollution, regulation, belief and the political weight of EV owners. Part 2 asks whether next-generation geothermal can fill the gap that wind and solar leave when they stop producing.

Evidence used

IPCC Sixth Assessment Synthesis Report
IEA, The Future of Geothermal Energy
Financial Times and Bloomberg reporting on the 2026 Strait of Hormuz disruption and the EPA endangerment-finding reversal

Conclusion

Geothermal can supply steady, around-the-clock clean power
Permitting, build times and drilling capacity limit how fast it scales
It will be an important contributor, but not the main fix on its own

Why the money moved: unit cost decline, 2010–2019

IPCC figures used in Part 1, with the IEA's 2035 projection for next-generation geothermal shown as a forecast.

Solar−85%

Lithium-ion batteries−85%

Wind−55%

Geothermal (IEA, by 2035)−80%*

*Projection, not a measured decline.

Policy researchInvestment analysisLong-form writing

Marketing ResearchBMCC
Spring 2022
Team project

Featured · Primary research

Con Edison Gas Safety Research

Con Edison asked for research on why people who smell gas often don't report it, after a 2014 East Harlem explosion where residents noticed the odor days before. Our team used design thinking and the 5 Whys to frame the problem, wrote and ran a survey of 77 New York residents, and coded the results into frequency tables and crosstabs to test our hypotheses.

Where people would notice a gas-safety ad

Average likelihood to pay attention, 0–10 scale, 76 responses

Mass transit5.2

Internet5.1

Billboard4.1

Television4.1

Radio2.8

How they'd want to report a leak

Preferred method, 77 respondents

Phone call44

App15

Email13

Website5

TakeawayPut the message on subways, buses and online, where attention was highest, and keep a phone number front and center, since most people would rather call than use an app.

Survey designQualtricsCrosstabsDesign thinking

More coursework

Personal & Community Health · Brooklyn College · Spring 2026

Buyer Beware: GLP-1 Misinformation

A 13-slide presentation on how TikTok and Instagram content sells compounded "Ozempic" as a miracle cure. It traces how a med-spa pitch becomes a viral trend, uses FDA, JAMA and KFF data to show the real risks, and ends with what individuals and communities can do.

Social media analysisHealth communicationAPA research

Digital Marketing & Analytics · BMCC · Fall 2022

Kith Digital Brand Study

A profile of Ronnie Fieg's Kith covering its origin, social channels and the limited-drop and collaboration model that keeps demand high. Completed alongside a website audit framework covering navigation, SEO (SEMrush, Ahrefs) and calls to action.

Digital marketingSocial mediaSEO

International Business · Baruch College · Spring 2025

Global Markets and Currency Tracking

Tracked the euro, Thai baht, Israeli shekel and Costa Rican colón against the dollar for 12 weeks. Wrote on political risk for global firms and on how a weaker yen affects Japanese trade and Starbucks' repatriated profits, plus an entry strategy for Apple in India.

International businessExchange rates

Introduction to Marketing · BMCC · Fall 2020 · Team of 4

Dolce Time Café Marketing Plan

A full marketing plan for a new Bed-Stuy coffee shop: mission, SWOT, competition and a positioning built on hospitality and coffee education. It draws directly on my restaurant background.

Marketing planSWOTHospitality

Moral Issues in Business · Brooklyn College · Fall 2024

Ethics in Tobacco Advertising

A case study of the U.S. ban on broadcast cigarette ads. It weighs public health, free speech and corporate responsibility, and judges broadcasters and tobacco companies through utilitarian and deontological ethics.

Marketing ethicsCase analysis

Introduction to Python · DataCamp	2025
Content Marketing Foundations · LinkedIn Learning	Sep 2022
Digital Marketing Foundations · LinkedIn Learning	Sep 2022
Design Thinking · IBM SkillsBuild	2022

John Sullivan

Borough of Manhattan Community College

Baruch College, Zicklin School of Business

Brooklyn College

Marketing analytics

Strategy

Communications

Business and finance

14 years of watching what makes people buy

Marketing Strategy Intern, Perftech

Opening Team, Laser Wolf at The Hoxton

Server, Shukette (The Bowery Group)

Event Staff, Maison Tara

Barista & Event Staff, BKG Coffee Roasters

Store Manager, Jack's Coffee

Selected work

Predictive Analytics for Customer Targeting

My role

Result

Operation Cyber Shield: Sunnylake Hospital Crisis Response

Plan

How we measured success

Canada Goose: Multicultural Marketing and Financial Analysis on the East Coast

Findings

Recommendations

Renewable Energy Investment and the Promise of Next-Generation Geothermal

Evidence used

Conclusion

Con Edison Gas Safety Research

More coursework

Buyer Beware: GLP-1 Misinformation

Kith Digital Brand Study

Global Markets and Currency Tracking

Dolce Time Café Marketing Plan

Ethics in Tobacco Advertising

Certificates

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