Lena Shuwayhat
Most marketing feels the same...
I’m more interested in the moments that don’t.
I’m Lena and this is where my ideas live!
ABOUT ME!
Obsessed with what makes ideas stick
Born and raised in San Francisco and now based in the Midwest, I bring a mix of creative thinking and practical execution to the work I do. I am a marketing and business analytics student at the Carlson School of Management, the business school at the University of Minnesota, with a strong interest in brand strategy, culture, and consumer behavior.
​
Outside of class, I am most inspired by being active and outdoors. I love snowboarding, skateboarding, and board sports of all kinds, and I am drawn to environments that value creativity, movement, and community. Through academic work, creative projects, and hands on experience, I am motivated by roles that blend strategy with creativity and prioritize thoughtful, intentional ideas.
RESUME
PORTFOLIO
Jack Link's Social Takeover
2024
I created social media content for Jack Link’s TikTok by following current platform trends and translating them into brand-relevant, engaging videos. I collaborated with other interns and team members to film, edit, and produce content that aligned with Jack Link’s tone and personality while appealing to a younger audience. These efforts helped generate thousands of views and increased brand visibility on the platform, demonstrating the power of trend-driven, authentic content in reaching new consumers.
Jack Link's Partnership Golf Tournament
2024
I helped plan and execute Jack Link’s large-scale charity golf tournament with key partners and sponsors, contributing to both creative development and on-site operations. I designed and prepared branded materials ranging from pull tabs to custom golf balls and handled the packing, setup, and takedown of all event assets. Through hands-on execution and close coordination with the team, I played an active role in delivering a polished, high-impact event that strengthened partner relationships and elevated the brand’s presence.
Fitness on Turf x Jack Link's
2024
I planned, executed, and activated Jack Link’s Protein Snacks’ presence at Fitness on Turf, a CrossFit tournament, managing event logistics and coordinating with a partner gym to ensure a successful activation. I worked cross-functionally with the social media team to align on content and brand messaging while adapting in real time to weather challenges and changing conditions. Through clear communication, flexibility, and teamwork, I helped deliver a high-energy brand experience that engaged athletes and spectators and strengthened Jack Link’s presence in the fitness community.
Jack Link's Nationwide Internal Newsletter
2024
I created and launched an internal nationwide newsletter for Jack Link’s Experiential Marketing team to highlight event executions and showcase cross-functional collaboration across the company. The newsletter gave employees visibility into the final results of large-scale activations and recognized the teams that helped make them happen. To increase engagement, I gamified the content by hiding Sasquatch icons throughout each edition and rewarding the first employee to find them with exclusive Partnerships Team merchandise, strengthening internal communication and companywide connection to the brand’s experiential work.
CMA Fest x Jack Link's
2024
I supported Jack Link’s Experiential Marketing team on-site at CMA Fest, one of the largest country music festivals in the United States, helping execute a large-scale brand activation for one of the company’s biggest partnerships of the year. I assisted with event setup, fan engagement, and brand representation while managing logistics and collateral throughout the multi-day festival. This experience gave me hands-on exposure to live event marketing, reinforced the importance of cross-functional teamwork, and allowed me to contribute directly to a high-impact national activation.
Solomon Hughes Senior Golf Academy x Sparkway Learning
2023
In my role with the Solomon Hughes Sr. Golf Academy (SHSGA), I acted as a liaison between SHSGA and Sparkway Learning to create workshops for underserved communities in the Twin Cities. SHSGA introduces youth, aged 10 to 18, to the fundamentals of golf while integrating core subjects like mathematics and finance. This partnership provides access to guest professionals, including Ph.D. students and university professors, who contribute specialized knowledge. Ultimately, this collaboration enhances SHSGA’s educational offerings and fosters enthusiasm, increasing student participation while honoring the legacy of Solomon Hughes Sr.
Carlson Acts of Kindness: Putting the U in Business
2022
Putting the U in Business was a project that showcased two speakers to talk about their path to success in their careers and the practical networking skills and tips they found useful to share with college students. Our speakers included Rachel Locket, the Chief Information Officer at Pohland Companies and Roberta Bonoff, Former CEO and President of Creative Kidstuff. I played a significant role in external affairs, particularly in the editing and production of our main video that showcased our project process, ensuring it effectively communicated our key messages and engaged our target audience.
Girls Who Skate - Skateboarding School
2020
I founded and led a girls skateboarding school that taught over 40 middle school girls how to skateboard in a supportive and inclusive environment. The program provided structured lessons and clear communication to ensure each student felt safe, confident, and encouraged to grow in a sport traditionally dominated by men. Creating this space was especially meaningful to me because I never had access to a similar community growing up, and it was deeply gratifying to help young girls branch out, build confidence, and discover their place in skateboarding.
EDUCATION
Bachelor of Science in Marketing
Minor in Business Analytics
Study Abroad Experience:
Marketing
University of Minnesota, Twin Cities -
Carlson School of Management
2022-2026
Current GPA: 3.7
​
Ranked #7 among U.S. public universities for undergraduate business programs (U.S. News & World Report, 2025).
Bocconi University
Spring Semester 2025
Term GPA: 4.0
Ranked #7th worldwide for marketing education (QS World University Rankings by Subject).