Naysa-Escobar

Naysa-Escobar B.S. in Marketing, and Computing Data Science @ NYU Stern | Peer Mentor | CRM, Events & Activations; Global Brand Marketing

โœจhttps://lnkd.in/eDuZ_tsiโœจ๐Ÿ‘€Sneak peak of my branding brainโ€ฆ Follow my new threads page for more ideas and collabs!This i...
04/05/2026

โœจhttps://lnkd.in/eDuZ_tsiโœจ

๐Ÿ‘€Sneak peak of my branding brainโ€ฆ Follow my new threads page for more ideas and collabs!

This is what I call the Velvet Dregs - espresso martinis and artisan croissants ๐Ÿฅโ˜•๏ธ๐Ÿธ

Excited to represent the NYU Stern School of Business Marketing Department as a PDCE mentor next Monday at Departmentsโ€™ ...
04/03/2026

Excited to represent the NYU Stern School of Business Marketing Department as a PDCE mentor next Monday at Departmentsโ€™ Night! ๐Ÿ’œ๐Ÿ“ˆ

To all Stern undergrads trying to figure out your concentration: marketing isnโ€™t just about making catchy commercials or social media posts. Itโ€™s the ultimate intersection of human psychology, data analytics, and business strategy.

Whether you are interested in brand management, tech product marketing, or consumer insights, come say hi! Let's chat about:

- How to pair marketing with other concentrations (like Finance or Data Science).
- The skill sets top employers are actually looking for right now.
- Which classes you should prioritize taking first.
- or really anything marketing related

๐Ÿ“ ๐—ช๐—ต๐—ฒ๐—ฟ๐—ฒ: Tisch Hall, UC Lobby
๐Ÿ—“๏ธ ๐—ช๐—ต๐—ฒ๐—ป: Monday, April 6th at 6:30 PM
๐Ÿ• ๐—•๐—ผ๐—ป๐˜‚๐˜€: Dinner is provided!

Tag a fellow student who is still deciding on their concentration. See you there! ๐Ÿ™Œ

VE is where my love for business came from! ๐Ÿ’™๐Ÿ’š
04/02/2026

VE is where my love for business came from! ๐Ÿ’™๐Ÿ’š

Reminiscing as I approach graduation at NYU ๐Ÿ’œ๐Ÿฅน
04/02/2026

Reminiscing as I approach graduation at NYU ๐Ÿ’œ๐Ÿฅน

SENIOR NAYSA ESCOBAR EARNS FULL RIDE TO NYU โ€ฆ

Naysa Esobar got the biggest surprise of her life when she began reading her acceptance letter sent by New York University. The Huntington High School was hoping to learn she had garnered a full tuition scholarship, but instead was thrilled to discover she had captured a full ride, covering tuition, room and board, etc.

An all-around outstanding young woman and certainly one of Huntington Class of 2022โ€™s finest, Ms. Escobar plans to study in NYUโ€™s Stern School of Business. โ€œIt goes without saying that the location is a huge contributor,โ€ the teenager said. โ€œBut what I really loved about NYU was its hands on student-to-business world engagement, social advice program such as Martin Luther King Scholars and the experience I can obtain by being in the city while also being commuting distance to my little brothers so I will never miss a birthday or event.โ€

The seniorโ€™s career focus will be business entrepreneurship and technology at the Stern School of Business. โ€œI applied to NYU through the HEOP (Higher Education Opportunity) program, which only gives 200 full tuition scholarships,โ€ Ms. Escobar said. โ€œBut when I started reading my acceptance letter, I realized that I didnโ€™t only get a full tuition, but a full ride. Iโ€™ve been literally floating ever since. Iโ€™m so happy with all the support Iโ€™ve gotten and the good energy thatโ€™s been coming my way.โ€

A member of the high schoolโ€™s high honor roll, Ms. Escobar has excelled in every possible way. โ€œWhat makes Huntington Huntington is the amazing people that you meet throughout your experience here,โ€ she said. โ€œHonestly, these people feel like family and have been my pillars from everything from my motivation to my community involvement. Starting with Ms. [Paige] Tyree, who paid for my lunch of chicken nuggets in ninth grade and since then has not been able to get rid of me and including Mr. [Robert] Gilmor, who is always there when times get tough and Ms. Biagi with her amazing brownies and mom talks that kept me focused on my goals. And so many other teachers that didnโ€™t only teach me their subjects, but helped me discover who I am and who I want to be. Obviously including Ms. [Patricia] Avelli, Mr. [Joseph] Cohen, Mr. [Kenneth] Donovan and Ms. [Shea] Scully.โ€

The teenager has been fortunate to travel to many faraway lands. โ€œIโ€™ve gone to SO many places thanks to my parents who love to travel and try weird foods like shark,โ€ Ms. Escobar said. โ€œI recently traveled to Spain for three weeks where we just rented a car and went with the road. I'm going on a cruise during spring break to Mohogany Bay, Costa Maya and Cozumel. But out of all the places and cultures Iโ€™ve gotten to experience, the best place would have to be Costa Rica. We spent about a month there before COVID and it was absolutely amazing. We went surfing, experienced their lenient culture and played volleyball on the beach basically until the clock struck twelve on New Yearโ€™s 2020.โ€

Ms. Escobar is president of Et Cetera, the club that publishes the high schoolโ€™s annual literary magazine. In all, she has been involved in 17 different extracurricular activities in and out of school as a senior. โ€œI always take pride in them because of how much work I do with the community and they always bring me joy,โ€ she said.

President of the A World of Difference club, better known by the acronym AWOD, Ms. Escobar and fellow club members participate in projects that promote unity among Huntington High Schoolโ€™s various ethnic and racial groups. She is also treasurer of the Grandfriends club and secretary of both the National Honor Society and Natural Helpers.

The senior is also a participating member in the high schoolโ€™s Mathletes team as well as the Art Honor Society, English Honor Society, Spanish Honor Society and Social Studies Honor Society.

Ms. Escobar is a Hip Hop student teacher at Variations dance studio, a social media specialist at Little Switzerland Toys and Dolls and a Virtual Enterprise student influencer. A Huntington Highstepper, she enjoys Hip Hop dance in her free time. She also spends time as an advocate for social justice.

The senior plans to be just as involved at New York University. โ€œOh my God, what donโ€™t I plan to be involved in?โ€ asked Ms. Escobar rhetorically. โ€œNow that room and board is covered [as well as tuition], we all know Iโ€™m joining as much activities as possible! Starting with the business club, MLK Scholars and the NYU dance team.โ€

Ms. Escobar has taken an impressive array of courses throughout high school. โ€œHuntington prepared me for college by giving me hands on experience and growing my social skills to a level needed in business,โ€ she said. โ€œVirtual Enterprise, a business class taught by Ms. Tyree, was the main reason I got into NYU. With all of the accomplishments we earned last year, it became a focus on my resume and a conversation starter at my interview.โ€

The teenager is prepared for a new challenge in Manhattan at NYU. โ€œOh, Iโ€™m ready for college,โ€ Ms. Escobar said. โ€œIโ€™m ready to start learning from the best and keep working hard to get where I want to go. I have to remember to always work hard and stay humble. Just like Ms. Biagi and Mr. Gilmor have taught me.โ€

The senior intends to savor her final three months at high school. She has had a great experience, certainly one that she will always remember. Ms. Escobar is happy with her life and happy to have found her way to Huntington.

โ€œIโ€™m so glad I moved from Colombia to my amazing family, both at home and at school,โ€ Ms. Escobar said. โ€œI could say my experience at Huntington has overall been stressful, exciting, academically challenging and amazing all at the same time. With just the right hint of stress and a lot of love, Huntington has helped me become who I am today. So honestly, thank you Huntington! I couldnโ€™t have done it without you!โ€

https://www.hufsd.edu/articles/2022/april/04a.html

Gen Z isnโ€™t afraid to say, โ€œIโ€™m sick. Iโ€™m not going.โ€I read Emma Goldbergโ€™s piece about how 37-year-olds are scared of t...
04/02/2026

Gen Z isnโ€™t afraid to say, โ€œIโ€™m sick. Iโ€™m not going.โ€

I read Emma Goldbergโ€™s piece about how 37-year-olds are scared of the 23-year-olds who work for them. And honestly? I get it.

Weโ€™ve become blunt. Sometimes too blunt. We question hierarchies, refuse to glorify burnout, and speak openly about mental health, cramps, or just needing a day. But I keep wonderingโ€ฆ where did that come from?

Our parents sent us to school with a 101 fever. Our teachers told us to โ€œpush through.โ€ Somewhere between pandemic Zoom classes and โ€œquiet quitting,โ€ we decided honesty was survival.

So what does that mean for the workforce Iโ€™m walking into? Can two generations built on different definitions of success still build one future?

If bluntness is our version of honesty, will transparency become the new professionalism?

Gen Z isnโ€™t afraid to say, โ€œIโ€™m sick. Iโ€™m not going.โ€ I read Emma Goldbergโ€™s piece about how 37-year-olds are scared of the 23-year-olds who work for them. And honestly? I get it. Weโ€™ve become blunt. Sometimes too blunt. We question hierarchies, refuse to glorify burnout, and speak ope...

๐Ÿฆ ๐—–๐—ฎ๐—ป ๐—ฎ $๐Ÿฎ ๐—ง๐—ฟ๐—ฒ๐—ฎ๐˜ ๐—ฆ๐˜‚๐—ฟ๐˜ƒ๐—ถ๐˜ƒ๐—ฒ ๐—ถ๐—ป ๐—ฎ $๐Ÿฎ๐Ÿฌ ๐—ฆ๐—ฎ๐—น๐—ฎ๐—ฑ ๐—–๐—ถ๐˜๐˜†?I just visited the new MIXUE Group in NYC, and as someone who lived in Shan...
04/01/2026

๐Ÿฆ ๐—–๐—ฎ๐—ป ๐—ฎ $๐Ÿฎ ๐—ง๐—ฟ๐—ฒ๐—ฎ๐˜ ๐—ฆ๐˜‚๐—ฟ๐˜ƒ๐—ถ๐˜ƒ๐—ฒ ๐—ถ๐—ป ๐—ฎ $๐Ÿฎ๐Ÿฌ ๐—ฆ๐—ฎ๐—น๐—ฎ๐—ฑ ๐—–๐—ถ๐˜๐˜†?

I just visited the new MIXUE Group in NYC, and as someone who lived in Shanghai, the "cognitive dissonance" was REAL.

๐Ÿง For those who donโ€™t know: MIXUE Group is the worldโ€™s largest beverage chain by store count (surpassing McDonald's and Starbucks with 45,000+ locations). In China, itโ€™s the king of "low-tier" cities. But today, I stood in line for it in ๐— ๐—ฎ๐—ป๐—ต๐—ฎ๐˜๐˜๐—ฎ๐—ป!

From a marketing perspective, Mixueโ€™s U.S. debut is a fascinating study in ๐—ฎ๐—ด๐—ด๐—ฟ๐—ฒ๐˜€๐˜€๐—ถ๐˜ƒ๐—ฒ ๐—ฎ๐—ณ๐—ณ๐—ผ๐—ฟ๐—ฑ๐—ฎ๐—ฏ๐—ถ๐—น๐—ถ๐˜๐˜†.

๐Ÿ’ฒIn a post-inflation NYC where a simple latte is $7, Mixue is selling soft-serve for $๐Ÿญ.๐Ÿญ๐Ÿต and fresh lemonade for $๐Ÿญ.๐Ÿต๐Ÿต with the rest of their boba selection for $4+.
Most international brands "premiumize" when they come to the U.S. (think Luckin or Haidilao). Mixue did the opposite. They kept their "Bottom-Tier Price" strategy intact.

All I can think about is how theyโ€™re competing in the tea industry but actually selling ๐—น๐—ผ๐˜„-๐—ฟ๐—ถ๐˜€๐—ธ ๐—ถ๐—บ๐—ฝ๐˜‚๐—น๐˜€๐—ฒ ๐—ฏ๐˜‚๐˜†๐˜€.

๐Ÿ“The ๐—ฟ๐—ฒ๐—ฎ๐—น ๐—ฒ๐˜€๐˜๐—ฎ๐˜๐—ฒ ๐˜€๐˜๐—ฟ๐—ฎ๐˜๐—ฒ๐—ด๐˜† is particularly impressive. They have already opened three locations in high traffic hubs. I ran into one on Canal Street right before Chinatown and another right by Korea Town. The storefronts are bright red and impossible to miss. They are not trying to look minimalist or aesthetic like Starbucks or HEYTEA. They are loud, red, and unapologetically fun. The Snow King mascot is designed for TikTok and Instagram reels rather than a glossy magazine.

๐Ÿ‡จ๐Ÿ‡ณHow they maintain these prices in a place like NYC comes down to their scale. Because ๐˜๐—ต๐—ฒ๐˜† ๐—ฝ๐—ฟ๐—ผ๐—ฑ๐˜‚๐—ฐ๐—ฒ ๐˜๐—ต๐—ฒ๐—ถ๐—ฟ ๐—ผ๐˜„๐—ป ๐—ถ๐—ป๐—ด๐—ฟ๐—ฒ๐—ฑ๐—ถ๐—ฒ๐—ป๐˜๐˜€ ๐—ฎ๐—ป๐—ฑ ๐—บ๐—ฎ๐—ป๐—ฎ๐—ด๐—ฒ ๐˜๐—ต๐—ฒ๐—ถ๐—ฟ ๐—ผ๐˜„๐—ป ๐—น๐—ผ๐—ด๐—ถ๐˜€๐˜๐—ถ๐—ฐ๐˜€, they can play a volume game that most local shops cannot touch.
The big question remains the overhead. Mixue succeeded in China by winning the student and suburban markets first. By starting in high rent Manhattan, are they just building brand awareness before a massive national rollout, or are they proving that value is the new luxury in a tight economy?

๐Ÿง‹๐—ช๐—ต๐—ฎ๐˜ ๐—ฑ๐—ผ ๐˜†๐—ผ๐˜‚ ๐˜๐—ต๐—ถ๐—ป๐—ธ? Can a business model built on such thin margins survive NYC rents, or is the Snow King just here for the PR?

๐Ÿฆ ๐—–๐—ฎ๐—ป ๐—ฎ $๐Ÿฎ ๐—ง๐—ฟ๐—ฒ๐—ฎ๐˜ ๐—ฆ๐˜‚๐—ฟ๐˜ƒ๐—ถ๐˜ƒ๐—ฒ ๐—ถ๐—ป ๐—ฎ $๐Ÿฎ๐Ÿฌ ๐—ฆ๐—ฎ๐—น๐—ฎ๐—ฑ ๐—–๐—ถ๐˜๐˜†? I just visited the new MIXUE Group in NYC, and as someone who lived in Shanghai, the "cognitive dissonance" was REAL. ๐Ÿง For those who donโ€™t know: MIXUE Gr...

๐—š๐—ฒ๐—ป ๐—ญ ๐—ถ๐˜€ ๐˜๐—ฟ๐—ฎ๐—ฑ๐—ถ๐—ป๐—ด ๐˜๐—ต๐—ฒ ๐Ÿฎ ๐—”๐—  ๐—ฐ๐—น๐˜‚๐—ฏ ๐—ณ๐—ผ๐—ฟ ๐˜๐—ต๐—ฒ ๐Ÿฐ ๐—ฃ๐—  ๐—ฏ๐—น๐—ผ๐—ฐ๐—ธ ๐—ฝ๐—ฎ๐—ฟ๐˜๐˜†. โ˜€๏ธ๐Ÿ’„To launch its new YSL LOVENUDE lip duo in Madrid, Yves Saint...
03/29/2026

๐—š๐—ฒ๐—ป ๐—ญ ๐—ถ๐˜€ ๐˜๐—ฟ๐—ฎ๐—ฑ๐—ถ๐—ป๐—ด ๐˜๐—ต๐—ฒ ๐Ÿฎ ๐—”๐—  ๐—ฐ๐—น๐˜‚๐—ฏ ๐—ณ๐—ผ๐—ฟ ๐˜๐—ต๐—ฒ ๐Ÿฐ ๐—ฃ๐—  ๐—ฏ๐—น๐—ผ๐—ฐ๐—ธ ๐—ฝ๐—ฎ๐—ฟ๐˜๐˜†. โ˜€๏ธ๐Ÿ’„

To launch its new YSL LOVENUDE lip duo in Madrid, Yves Saint Laurent Beauty took over the historic Cafรฉ Comercial from 4 PM to 10 PM.

They tapped into the shift toward "soft clubbing" and daytime partying recently highlighted by Dazed Media and Vogue.

From a product marketing standpoint, this is a masterclass in contextual placement. Launching a daytime n**e lip at a daytime party puts the product in the exact environment where the consumer actually uses it.

๐Ÿ“They picked an iconic local spot for instant credibility. They traded exclusive velvet ropes for interactive community fun, featuring "hacked" YSL lipstick vending machines and custom pink churros. DJ Carlita kept guests dancing in the afternoon alongside a crowd with Lennon Gallagher, Aitana, and Najwa Nimri.

โœจ๐—ง๐—ต๐—ฒ ๐˜€๐—ต๐—ถ๐—ณ๐˜ ๐˜๐—ผ๐˜„๐—ฎ๐—ฟ๐—ฑ ๐—ฑ๐—ฎ๐˜†๐˜๐—ถ๐—บ๐—ฒ ๐—ฏ๐—ฟ๐—ฎ๐—ป๐—ฑ ๐—ฒ๐˜ƒ๐—ฒ๐—ป๐˜๐˜€ ๐—ณ๐—น๐—ถ๐—ฝ๐˜€ ๐˜๐—ต๐—ฒ ๐˜๐—ฟ๐—ฎ๐—ฑ๐—ถ๐˜๐—ถ๐—ผ๐—ป๐—ฎ๐—น ๐—น๐˜‚๐˜…๐˜‚๐—ฟ๐˜† ๐—ฝ๐—น๐—ฎ๐˜†๐—ฏ๐—ผ๐—ผ๐—ธ! Historically, luxury relys on velvet ropes and late-night exclusivity to manufacture desire. By shifting to a 4 PM block party, YSL adapted to a generation that values wellness, predictable sleep schedules, and accessible community spaces. They proved that a brand can maintain high fashion credibility while respecting the lifestyle boundaries of its target demographic.

A brilliant ex*****on of contextual product placement.

03/29/2026
Doja Cat ๐—”๐—ง๐—˜ ๐—น๐—ถ๐—ฝ๐˜€๐˜๐—ถ๐—ฐ๐—ธ. MAC ate the internet. ๐Ÿ’„That VMA moment looked chaotic, but it was actually the spark for one of t...
03/29/2026

Doja Cat ๐—”๐—ง๐—˜ ๐—น๐—ถ๐—ฝ๐˜€๐˜๐—ถ๐—ฐ๐—ธ. MAC ate the internet. ๐Ÿ’„

That VMA moment looked chaotic, but it was actually the spark for one of the smartest campaigns of the year.

MAC Cosmetics built a sequence that kept the story alive. Glam shots gave editors their angle. Product close-ups pulled in beauty fans. A behind-the-scenes reel revealed chef Amaury Guichon sculpting the lipstick out of chocolate. Then came the fake auction at $926.25 for the bitten lipstick, which fans decoded as Dojaโ€™s album release date. Each layer added momentum and gave audiences something new to share.

David Dubois, in A New Framework for Going Viral (HBR 2025), explains why this worked. Virality spreads when campaigns are ๐—ฝ๐—ฟ๐—ผ๐˜ƒ๐—ผ๐—ฐ๐—ฎ๐˜๐—ถ๐˜ƒ๐—ฒ, ๐—ฒ๐—บ๐—ผ๐˜๐—ถ๐—ผ๐—ป๐—ฎ๐—น, ๐—ฎ๐—บ๐—ฏ๐—ถ๐—ด๐˜‚๐—ผ๐˜‚๐˜€, ๐—ฎ๐—ป๐—ฑ ๐—ฑ๐—ถ๐˜€๐˜๐—ฟ๐—ถ๐—ฏ๐˜‚๐˜๐—ถ๐˜ƒ๐—ฒ. MAC delivered all four, and they timed them perfectly. The bite was provocative. The chocolate artistry created emotion. The auction price added ambiguity fans loved decoding. And the rollout across different formats made it distributive.

๐—ง๐—ต๐—ฒ ๐˜๐—ฎ๐—ธ๐—ฒ๐—ฎ๐˜„๐—ฎ๐˜†: virality works like makeup; you build it in layers until the look turns into culture.

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