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In collaboration with CIBC through The Knowledge Society, I worked on a strategic recommendation deck focused on re-imagining banking for Gen Z and positioning CIBC as a first-choice digital financial institution. As part of the project team, I contributed to market research, problem framing, and solution development, analyzing shifts in Gen Z behavior, fintech competition, and declining in-branch engagement to identify key growth challenges and opportunities for the bank.

This experience allowed me to apply structured business strategy and innovation thinking within a real financial-services context. Through deep research into consumer psychology, personalization, gamification, and digital engagement, I helped develop forward-looking solutions such as personalized cashback systems, gamified financial literacy tools, and a Gen Z–focused TikTok strategy. Working on this deck strengthened my ability to approach complex problems from multiple stakeholder perspectives, collaborate toward data-driven solutions, and clearly communicate ideas that balance customer needs with long-term business impact.