# MBA Fellow Redesigns Brand Strategies at BBMG

CSB Blog

October 21, 2021 ![Marta Alvarez Headshot](/sites/default/files/styles/246w/public/assets/images/Section%20NewsEvent%20Image%20%28328%20x%20246%20px%29%20%285%29.png?itok=n7RVvGJ3) During the summer of 2021, Marta Alvarez Pascual (MBA '22) interned as an [NYU Stern MBA Sustainability Fellow](https://www.stern.nyu.edu/experience-stern/about/departments-centers-initiatives/centers-of-research/center-sustainable-business/career-development/student-programs/corporate-sustainability-and-human-rights-summer-fellowship) at BBMG. Read on to learn more about her time there:

**Name**: Marta Alvarez Pascual
**Year**: 2022
**Specialization**: Finance and Sustainable Business and Innovation

**Briefly describe your internship experience (company, department, your focus projects/deliverables)**
By working at BBMG, I learned the importance that companies play in society from a climate change perspective and their influence in the community. During my internship, I redesigned the brand strategy for an apparel brand by conducting quantitative & qualitative research to understand consumer behavior and brand growth opportunities with the social impact platform. Moreover, I analyzed the competitive landscape and identified the brand territories for the new strategy to ensure an effective launch, studied new growth opportunities for a beauty skincare brand, and developed sustainability practices.

My summer project consisted of working with BWPC (Black Women’s Player Collective). I developed strategic ideas, reviewed background materials, and assisted in developing campaign and activation ideas for a non-profit that promotes racial justice for Black women soccer players. Successfully presented our proposal for the new brand identity and marketing campaign.

**Why do you think this work is essential for the future of this company, this industry, and the business world in general?**
The only way to address climate change is by summing everybody’s efforts. Businesses play a huge role in this. It will be vital that they work hand in hand with governments and society to shift the narrative and rethink t their corporate goals, so they align with customers’ sustainable needs.

**Tell us about one fun fact or surprising/interesting concept you encountered.**
I loved working with BWPC because I learned about racial injustice in soccer for Black Women. I got the opportunity to talk with three moms in our qualitative research. It was very fulfilling to understand and approach this with curiosity. This project was rewarding for me; I felt part of a movement!